Nike MXC:

Dia de Muertos

Client: Nike Mexico

Role: Lead producer and creative strategist

Year: October 2019

For the release of Nike MXC Dia de Muertos Pack, we reimagined a rich cultural tradition for the modern age through a multi-day pop-up experience drawing upon past and future themes in the spirit of the holiday.

Our Insight:

Storytelling is huge within the customs of Dia de Muertos. And as Gen Z continues to subvert traditional forms of media and create new ways to express themselves, finding opportunities to tell their stories in a new way or through multi-media avenues is key.

Our Strategy:

Give consumers the chance to wear their honor for their loved ones and tell their stories through immersive, personalized experiences during the week of Dia De Muertos - in the center of Reforma Avenue where iconic festivities take place in Mexico City.

Our problem to solve:

How can we engage consumers during a deeply personal holiday without being offensive or cliched? How can we connect our product story to their personal ones?

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