Role: Creative Director
Agency: Momentum Worldwide

The Problem:
There’s a formula for typical sampling programs. Same beer. Same t-shirt. Different bar. But this formula doesn’t drive engagement, brand love and authenticity. Modelo wanted to create a breakthrough experience that did just that. 

The Concept: Modelo Custom Shop
We brought a mobile studio to bars across the country, where local artists customized gear LIVE, with designs inspired by their city and story. Guests walked away with more than a sample, but one-of-one merch drops that gave them a taste of local culture. 

Results:
3 Consecutive Tours Over 3 Years | 18 Markets | 1900+ Events | 166K,000 Impressions | 127,000 Engagements | 90,000 Samples