Overview: For Don Julio's global Día de Muertos campaign, I helped develop the Below-The-Line (BTL) toolkit. It was a great opportunity to adapt my established Art Direction skillset to the unique rules and formats of BTL. While I'm used to detailed executions, managing the exact scene setting, lighting, props, and drink styling for this specific output taught me the rigorous precision required for global BTL pre-production.

Concept: We wanted to showcase a modern Mexican vision of Día de Muertos. We pushed the client away from the overly produced, surreal visuals typical of traditional BTL toolkits. Navigating their feedback, we landed on a striking, sculptural aesthetic inspired by modern Mexican architecture, maintaining a premium feel but grounded in authenticity.

Result: The toolkit was adopted by all 25 target markets, helping drive a 22.5% YoY increase in new accounts and a 40% jump in premium menu placements. Adapting my existing attention to detail to the rigid parameters of a global BTL toolkit proved I could successfully navigate this unique format and manage a tricky client's vision.