The activation brought Espolòn’s iconic label artwork to life—transforming illustration into environment.

Inspired by the Calavera-style work of José Guadalupe Posada and Steven Noble, the space immersed attendees in a bold, narrative-driven world rooted in Mexican culture and storytelling.

A large illuminated entry arch and oversized Ramón the rooster created a strong visual beacon within crowded festival environments.

I led creative direction and design across the full activation, translating brand identity into a scalable physical experience.

Key elements included:

• Multi-structure mercado village with cantina bar

• Interactive marketplace with redeemable “Rooster Loot” currency

• Custom patch station and branded merchandise

• Festival-specific illustrated postcards and photo wall

Supporting assets included menus, signage, table tents, and influencer guides to ensure consistency across all touchpoints.

Designed a flexible visual system that adapted across locations, formats, and footprints.

• Maintained strict brand consistency across physical builds and printed materials (including on-site Pantone matching)

• Developed location-specific assets while preserving overall brand identity

• Extended the campaign into surrounding retail environments through window takeovers and environmental graphics

• Created a modular “mini cantina” version for smaller festival footprints

• Designed with real-world constraints in mind: weather durability, transport, and modular builds

• Collaborated with fabricators and illustrators to execute custom elements

• Ensured quality and consistency from concept through final build

• Created a high-visibility brand destination within competitive festival environments

• Increased engagement through interactive experiences and longer dwell time

• Reinforced brand storytelling for both new and existing consumers

• Successfully scaled across multiple major festivals