After Stella Artois arrived to Mexico it was completely unknown. People had no idea it existed, some even didn't know it was a beer. It competed against national and well positioned beers having a higher prices and less distribution.

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Through social media building, we had to turn people that had no idea we existed into our fans. We began only with Facebook and added other channels with time. With a very limited amount of assets (we didn't even had a chalice in Mexico), some witty and Photoshop skills we engined this project and produced over 600 images in 2 years.

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Ok, what I did: This was an on going two-person operation. With my partner, we created a medium-term plans on what had to be said, and on daily basis produced such messages. As Art Director, I was in charge of general supervision of the pieces produced, and adapting and looking after the brand essence. As well as the day-to-day production: design, retouch, photography and the creativity for each individual image.

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