Modelo Especial has developed a cult like status in some of the most iconic neighborhoods in the country. In fact, it was the best selling beer in both "The Mission" in San Francisco, and the "Lower East Side" in New York. Both Neighborhoods perfectly encapsulated the spirit of the beer. We celebrated these neighborhoods in a campaign that became a love letter to each. Featuring the real people, from the real bars, with no actors or wardrobe stylists in sight.
Billboards placed in the neighborhoods featured hand-painted portraits of the real people that lived in them.
Role: Associate Creative Director
Agency: Goodby Silverstein & Partners
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