🎉 Introduction:
In collaboration with José Cuervo and Inmersys, an innovative campaign was developed for Day of the Dead using augmented reality and Instagram filters as a foundation. My contribution focused on designing the user experience (UX) and user interface (UI) for the reposado bottle filter.
🔥 Challenge:
José Cuervo sought a unique way to launch their Day of the Dead campaign, standing out among the crowd and connecting with their audience in a meaningful way. The challenge was to create an immersive experience that captured the festive essence of the celebration while highlighting the brand.
💡 Proposal:
After presenting five proposals using augmented reality and Instagram filters as a foundation, the idea of incorporating a xolo into the reposado bottle label was selected. This proposal promised an interactive and visually striking experience for users.
🚀 Implementation:
Once the proposal was approved, I was responsible for designing the animation for the reposado bottle filter. Instead of animating directly, I created a visual representation of the animation process to guide the animator. This involved defining the different stages of the animation and how it would appear on screen.
The animation would start upon scanning the label on the bottle. The xolo's head would appear, turning sideways and closing its eyes, opening a portal through which two figures entered. This sequence created the illusion that the xolo was accompanying the user to the underworld, in line with the theme of the Day of the Dead. Upon completion, the animation would reset, allowing users to capture videos and photos while interacting with the filter.
The animation would start upon scanning the label on the bottle. The xolo's head would appear, turning sideways and closing its eyes, opening a portal through which two figures entered. This sequence created the illusion that the xolo was accompanying the user to the underworld, in line with the theme of the Day of the Dead. Upon completion, the animation would reset, allowing users to capture videos and photos while interacting with the filter.
📊 Result:
The implementation of the reposado bottle filter was a great success. The animation captivated users, providing a unique and memorable experience to celebrate the Day of the Dead. The campaign positioned José Cuervo as an innovative brand committed to creativity and tradition.
🎉 Conclusion:
This project demonstrated the power of collaboration between creativity, technology, and design to create impactful brand experiences. The combination of augmented reality, Instagram filters, and animation design resulted in a successful campaign that resonated with José Cuervo's audience.
