For the 10th Anniversary of Hypetrak, Corona Extra powers the magazine's return through print, digital, and events, establishing a campaign realizing Corona Extra as a nexus for music and cultural discovery.
Corona Extra came to us wanting to ditch the big-name celebrity angle and reconnect with music culture on a deeper, more authentic level. They wanted to be seen not just as a beer brand, but as a genuine platform for discovering emerging music and showcasing the next generation of artists who fit their laid-back, beach-inspired ethos.
Corona lived in a portfolio where Modelo owned the cultural moment. I needed a distinct POV: less party wallpaper, more proximity to the sound. Fans wanted closeness—behind-the-scenes, small rooms, real artists—so the work had to trade scale for sincerity and still read undeniably Corona.
I framed a cross-season journey that reintroduced Hypetrak through intimate coverage and new-talent spotlights. We opened with a marquee moment: the Hypetrak Magazine relaunch, powered by Corona Extra. In parallel, Nuevas Generaciones ran a steady cadence of stories and sessions that made visible the music community Corona committed to; product showed up as a thoughtful prop, and the brand's art direction informed the system.
I revived Hypetrak for its 10-year mark with Corona behind it; built "Nuevas Generaciones," a five-artist collective; and stitched the program into one ecosystem: digital hub, launch, co-branded merch, music videos. I bridged branded content and global creative, kept tone and visuals on-brand, and made the experience feel seamless for both Corona and Hypebeast.
Campaign came to life through a multitude of executions: a print magazine, elevated by digital experiences, social videos, a launch party, and music videos.
A sample Corona Extra print story translated into an interactive experience (View on Hypebeast).
Provides the spatial renders and images from the event recap.
A collection of 5 music videos featuring the Nueva Generaciones artists.
A selection of the social forward executions: event recaps, franchise content, and mag teasers.
