Modelo | Ranch Water Campaign

For Modelo’s big break into the ever-crowded seltzer market, they needed to make a splash with their new Modelo Ranch Water. Our guiding principle was to reflect the authentically Mexican nature of the drink—from its key ingredients to Modelo’s proud roots in Tacuba, Mexico. Starting with thoughtful initial designs from our agency partner Ketchum, we further refined the art with flavor cues in the iconography and layers of gritty texture. While 2D motion graphics drove the fluid movements of the spot, we incorporated 3D objects and live-action footage to make the product and its ingredients pop.