Dia De Los Muertos
"A heartfelt blend of emotions and captivating storytelling that honors tradition and ignites the soul."
Client
Kaylee Sticker Co.Industry
E-commerce, RetailService
Advertising CampaignDeliverables
Collateral, Video Content
The Ask
Kaylee Sticker Co. approached me looking to create a culturally immersive advertising campaign for Día de los Muertos. They wanted a promotional video and logo design—to celebrate the holiday’s rich traditions while connecting emotionally with both existing customers and new audiences. My task was to honor the cultural significance of Día de los Muertos by incorporating symbolic elements like ofrendas, sugar skulls, and marigolds, all while maintaining the brand’s visual standards and appealing to a family-oriented, younger demographic.
The Development
I immersed myself in the cultural richness of Día de los Muertos, drawing on personal heritage, extensive research, and cinematic influences like the film “Coco.” This informed my conceptual direction for the video’s narrative arc and the emotional resonance of its soundtrack. At the same time, I experimented with illustrative lettering, shaping each character to reflect elements of the celebration’s symbolic imagery. The challenge was to blend authenticity with universal appeal, ensuring that even those new to the holiday would be drawn in by the story and its music.
The Design
I developed intricate illustrations featuring sugar skulls, marigolds, candles, and subtle nods to spirit animals, all arranged on a complementary purple backdrop. For the lettering, I blended illustration and typography to form each character, ensuring every letter felt like a meaningful piece of the overall cultural puzzle. The video aligned seamlessly with the product designs through carefully chosen footage, color grading, and a heartfelt soundtrack that evoked the warmth, love, and reverence central to the celebration. A final inspirational quote tied the emotional narrative together, leaving a lasting impression on the client and their audience.
The Takeaway
I delivered all print-ready assets, including tumbler wraps, packaging die-lines, and multiple file versions of the lettering for future use. Accompanied by high-quality mockups and a dynamic promotional video, these materials allowed Kaylee Sticker Co. to launch a successful limited run on Día de los Muertos. The collection sold out faster than expected, resulting in an extended release and substantially increased online engagement. From this project, I learned that deep cultural research, careful planning, and emotional storytelling can transform a simple product launch into a meaningful, enduring experience.
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