In Mexico, hard seltzers belong to an entirely new segment within the alcoholic beverage category, which is why most Mexicans aren’t sure what a hard seltzer even is. So how could we educate the consumer about hard seltzers in a unique and memorable way?

We took real consumer questions such as: “is it refreshing?”, “does it come in many flavors?” and “is it different from a beer?” and answered all of them with both striking visual content and the same simple answer: “yes, it’s Michelob Ultra Hard Seltzer”.

We enlisted the help of Paloma Rincón, a visual artist with a strong focus in concept development and art direction, to create an almost surreal world where our main attributes such as “refreshing”, “lightness” and “flavor” were brought to life.

We began experimenting within a studio environment, channeling Paloma's "isometric naturalism" style to take still photography and videos of intricately crafted sets. Playing with the meaning of objects and redefining them using unexpected juxtapositions.

By the end of the process, we had succeeded in creating a unique style marked by bold colors and even bolder ideas, giving way to meaningful and striking visual content.