Cerveza Modelo: Placer Conocerte

Cerveza Modelo is Mexico’s most iconic beer brand—and one of the most renowned beers in the world. With a rich cultural history, the brand has long positioned itself as a beer expert. However, it faced one challenge: while it spoke with authority, it struggled to create an emotional connection with people.

To change that, we reimagined the brand’s communication from a fresh perspective. We introduced "Placer Conocerte"—a phrase that means both "the pleasure of meeting you" and "the pleasure of knowing."

The core insight? The more you learn about something, the more you enjoy it. This allowed us to bring indulgence and knowledge together under one powerful idea.

Every photograph, every visual, every film execution creates a direct connection between the human senses and the experience of enjoying a Modelo beer. It’s an experience that reaches new heights when you understand the precision and craftsmanship behind every single brew.

Role: Creative Art Director, Graphic Designer
Photography: Thomas Legrand
Filmmaker: Asa Mader
Set Designer: Andrew Stellitano