Web AR
Celebrate Dia de Los Muertos this year with Modelo and augmented reality! In Mexican culture, Dia de Los Muertos is a celebration of life that honors the dead. It begins on October 31st and continues through November 2^nd. Groove Jones worked with the Constellation Brands Beer Division Southeast team to create a unique OOH and point-of-sale campaign that brings the Modelo art pieces to life through the power of AR. To activate the experience, all you need is your phone.
AR Mural

Video of the Experience

OOH Campaign “Celebrate Life in the Present and Past”

Day of the Dead is celebrated in many ways across the globe, but one thing the celebrations all have in common is rejoicing with the food, drink, music, artwork, and activities that lost loved ones enjoyed in life.

The campaign has one call to action: To bring the Mural to Life, visit ModeloMural.com. Participants who visit the site will unlock an eye-catching augmented reality experience by pointing their camera at the mural. Below is what the mural looks like when it is activated.
Web AR Mural

As you can see, the mural transitions from a traditional 2D image into an exciting 3D image through the lens of the user’s camera.

Augmented Reality Advertising

Modelo’s AR campaign brings the Dia de Los Muertos (Day of the Dead) Celebration to Life and Generates a 16.5% Increase in Sales in Markets.

Web AR
The AR experience depicts traditional Dia de Los Muertos imagery, including marigolds, an offender, candles, and a beautiful Katrina holding an ice-cold Modelo Especial.
Augmented Reality Mural
The OOH campaign consisted of an oversized mural that resembled a hand-painted portrait of this scene. The mural appeared at the following locations.

Washington DC – 337 H Street
Charleston, SC – 516 King Street
Miami, FL – Option B 2534 N Miami Avenue
Ft Lauderdale, FL – 801 NE 4^th St Avenue

The Experience Generated Great Results

The campaign ran for two months, securing some great KPIs for the client.

16.5% increase in sales in the markets where the campaign ran
Generated over 180K social media impressions
The average dwell time was 2-3 minutes
Generated 7.2 million earned media impressions

Creating the Mural

Check out the behind-the-scenes video below showcasing the artists that worked on the mural.

The Groove Jones team designed both the printed mural and the digital AR component. The team presented multiple design concepts, which focused on seeing a fantastic transition of a beautiful woman turning into a vision from Dia de Los Muertos.

Dia de los Muertos Modelo

The team started with traditional pencil sketches and then digitized them into various stages to demonstrate how the image would animate and change.

Groove Jones Art
Modelo Woman
Dia de los Muertos Woman
Once the creative concept and visual style were achieved, the team began finalizing the design of the printed mural, which would be used across multiple platforms: 10’ x 15’ outdoor murals, table tents, and posters.
Day of the dead

Sugar Skull

Creating the Dia de Los Muertos AR Experience

After the traditional artwork design was lacking, the team began to create the 3d assets that would be used to bring the illustration to life. Bringing a 2d image to life in AR often leverages three-dimensional objects and visual effects to achieve a compelling experience. For this experience, we needed to create 3d versions of the Modelo bottles and cans that looked realistic. The water and ice needed to refract light and the liquid in the bottle required caustic effects and refract the light so it looked picture perfect.
3d bottle

The front row of marigolds spills out as the woman’s arm reaches out from the mural wall towards the viewer. It then transitions into a beautiful skeleton arm decorated with sugar skull illustrations and motifs as it grabs the bottle and lifts it in celebration. With one finger, the woman flicks the bottle cap off and then reaches out to hand you the beer.

Day of the dead AR

The animation ends with the candles illuminating, and the background fills with marigold petals flying by.

3d woman
Día de Muertos
Día de Muertos AR
AR Poster

Web AR – No App Needed – Try it Now!

Groove Jones created the AR experience using web AR. We built the experience using Zappar’s Zap Works platform, which allows users to activate the AR through their mobile web browser, alleviating the need to download a special App.
Participants can visit ModeloMural.com to unlock the experience. Just enter your age (21 and up only) when you hit the age gateway and then give your browser to activate your camera when prompted. Once activated, point your camera at the image below to bring the mural to life.

The campaign will be live through the Dia de Los Muertos celebration.
Modelo Mural
Below are samples of the other printed campaign pieces that will be used on-site.
AR Table Tents
brand ambassadors