Dia de Los Muertos is a celebration of life that honors the dead in Mexican culture. Groove Jones worked with the Constellation Brands Beer Division Southeast team to create a unique OOH and point of sale campaign that brings the Modelo art pieces to life through the power of AR.

Day of the Dead comes to life in many ways across the globe, but one thing the celebrations all have in common is rejoicing with the food, drink, music, artwork, and activities that lost loved ones enjoyed in life.

The AR experience depicts traditional Dia de Los Muertos imagery with marigolds, an offrenda, candles, and a beautiful Katrina holding an ice-cold Modelo Especial.

The campaign has one call to action – Bring the Mural to Life – visit ModeloMural.com. Participants that visit the site will unlock an eye-catching augmented reality experience by pointing their camera at the mural. Below is what the mural looks like when it is activated.

The OOH campaign consisted of an oversized mural that resembled a hand-painted portrait of this scene. The mural is appearing at the following locations.

Washington DC – 337 H Street
Charleston, SC – 516 King Street
Miami, FL – Option B 2534 N Miami Avenue
Ft Lauderdale, FL – 801 NE 4th St Avenue