CORONA : THIS IS LIVING
Building the world of a global brand platform.
When Corona launched This Is Living, I lead development and execution of content that built its world. I worked on creative, hands-on filmmaking, and oversaw productions on several global campaigns. Creating the visual language: real people in remote places, shot observationally, never staged, while shaping the editorial voice. Ten years later, it's still Corona's core platform.
Role: Content Lead on social, digital OOH, experiential · W+K Amsterdam
THE BOTTLE WINDOW
Paradise seen through the shape of a Corona bottle. I created the bottle window as a series of films for social and digital OOH: the bottle became a frame, and each film opened onto a different corner of the world. It became Corona's product lock-up and is still in use ten years later.
Partners: The Lift MX, Park Pictures, MPC.
PARADISE WITH A LIME
Everyone knows a Corona tastes better with a lime, yet plenty of people still drink it without one. I created a suite of social films that turned the Lime Ritual into a gesture: with a swipe, viewers dropped the lime into the bottle and the film opened onto paradise. Out-of-home shot on location carried the same ritual into billboards.
Partners: Radical Media, The Mill
DIGITAL PARADISE
City dwellers spend around 90% of their time indoors, so Corona brought paradise to them. Paraíso Secreto was an immersive installation in the middle of Mexico City that combined live set design, sensory elements and virtual reality to take people out of the city without leaving it. I led the launch film and editorial content. Over two weekends it drew 3,000+ attendees and influencers, received 887M social impressions, 179M global media impressions and reached Twitter's top 10 trending topics. The launch film reached 1M views.
Partners: The Mill, The Lift MX, W+K Studios
