Day of the dead (Día de los Muertos) festival

Day of the Dead is a Mexican cultural festival that celebrates life through music, art, and remembrance.
Rather than mourning, the festival embraces joy, color, and rhythm, bringing the living and the dead together in a shared celebration.
This campaign translates the spirit of the festival into visual form, using music as the central language that connects worlds, cultures, and emotions.

Visual 1 :
This visual presents the festival as a musical experience.
The skeleton character, dressed in traditional Mexican attire, embodies the joyful return of the dead to celebrate with the living.
The guitar symbolizes music as the heartbeat of the festival, turning memory and heritage into sound, movement, and energy.

Visual 2 :
This visual captures a calm and intimate moment within the Day of the Dead celebration.
Seen from a low angle, the skeleton becomes a monumental presence, symbolizing respect, memory, and continuity.
A Mexican woman rests peacefully on the skeleton, representing harmony between the living and the dead rather than fear or loss.
Marigold flowers flow across the scene as a symbol of remembrance and guidance, turning death into a space of warmth, reflection, and quiet connection.