MARK OF A FIGHTER

Initiative asked Hypebeast to bring Modelo's "Mark of a Fighter" to life on our platform. I protected West Coast loyalty while opening the door to Heartland drinkers, starting in Los Angeles and building for scale. The brief prioritized awareness and cultural relevance; I built talent-led, shareable ideas rooted in Hispanic creators and community.

Respect culture without cliché; meet alcohol rules; speak to loyalists and new drinkers; make it read editorial, not ads. Convert IRL energy into social without bloat; keep the brand present and the tone human. And it was holding all this while keeping the program focused in New York for ease of production.

I built a three-part commission program anchored in New York. We staged a Modelo-sponsored installation at Hypebeast Flea to debut each creator's work; online, an interactive city map plotted the NYC sites that shaped their practice and invited people to visit; companion short videos expanded those stories and tied back to the map. We auctioned the commissions and sent proceeds to charities chosen by the artists. The brand read as the earned reward after the grind; the storytelling stayed tight and human.

As creative lead, I stayed in the room from pitch to final QA, right down to the voice on social. Talent wasn't cast by committee; NYC creators with Latin and Hispanic roots carried the story because their communities already believed in them.

The digital layer took shape as a parallax map that let people roam the city that shaped the work, with short videos expanding each stop. We grounded everything at Hypebeast Flea in a Modelo installation and closed the loop with a charity auction of the commissions. When an early layout felt cookie-cutter, I refined the direction for the flow and look so the space read fresh, multidimensional, and unmistakably ours.