Día de Muertos
Multicultural Campaign
Art Direction • Photoshoot Production • Digital & Print Campaign • Multicultural Marketing
The Challenge
Tito’s Handmade Vodka faced the challenge of joining the Día de Muertos cultural space in a way that felt authentic and respectful. Unlike brands rooted in Mexican spirits or beer, Tito’s had to carve out a unique space. The approach focused on positioning Tito’s as a go-to cocktail choice by tapping into the artistry of modern mixology. The brand aimed to connect with audiences by celebrating the holiday’s rich traditions while remaining sensitive to its spiritual significance. Thus, Tito’s sought to offer an inclusive, elevated way for people to gather, reflect, and raise a glass in honor of those who came before them without diluting the meaning behind the celebration.
The Solution
Three creative solutions were proposed to help Tito’s Handmade Vodka connect meaningfully with Día de Muertos. First, we celebrated the spirit of togetherness by encouraging people to honor loved ones, both past and present, with a thoughtfully crafted cocktail. Second, we embraced the growing tradition of pet ofrendas, paying tribute to our furry family members with warmth and humor. Third, we highlighted the holiday’s artistic expression through elements like sugar skulls, papel picado, and handmade altars mirroring Tito’s dedication to craft. This shared appreciation for artistry and intention became the heart of the campaign, reinforcing the idea that true craft brings people closer.
Team
Creative Director:
Jordan Hoyt
Sr. Art Director:
Thomas Hatfield
Copywriter:
Hector Jamesson
Photographer:
Celia D. Luna
Producer:
Nicole Grace Pritchett
Client
Tito's Handmade Vodka
Agency
Haygarth USA
Role
Art Director
Year
2023–2025
