Modelo

Wrote TV, digital, social, out-of-home and web content for Modelo's range of products.

Challenge

Stand out across platforms in a crowded beer market, without being ostentatious

Solution

Transform Modelo from a drink to a persona, a beer brewed for those with a Fighting Spirit

Awards

  • Bronze Effie, Beverage Alcohol Category

  • Grand ARC Award, Innovative Storytelling

  • ARC Award, Best Non-Fiction Series, Digital

  • SABRE Gold Award - Best Social Campaign

The #1 Beer in America

Modelo grew by connecting with new audiences while staying true to its Hispanic base.


This approach helped make Modelo the #2 most popular beer brand on Facebook and the most popular beer in the US.

Fighting for Better

There is a town in America that embodies the fighting spirit of Modelo Especial. Garden City is a place where all are welcome and hard work is celebrated. We partnered with CNN to create an award-winning documentary series to showcase a town in the heart of America fighting for better.

We created a series of mini docs showcasing a multicultural town in the heart of America, fighting for better. This campaign went on to win two Arc Awards for Best Non-Fiction Series and the Grand Arc Award.

Out of home

Billboards and 2016 World Cup brand activations. Tap to enlarge

TV

In addition to promoting the Fighting Spirit, we would introduce new Modelo products across TV and Digital.

Social Media

During my time writing Modelo's social media, the brand rose from the 28th to the 2nd most engaged beer brand on Facebook. We were the first beer brand to host a Facebook Live event and create a SnapChat lens in 2016.