Victoria: Día De Los Muertos Packaging and Campaign

Creative Director: Allie Musial, Gaba Gonzalez, Laurent Varlet

Copywriter: Gaba Gonzalez

Illustrator: Tavo Montañez

Designer: Mostafa Abdelmawla

Animation: Groove Jones

Victoria is a brand that has always been proud to celebrate its heritage, especially on Día De Los Muertos—one of the most authentic Mexican holidays. To honor this tradition, we partnered with Tavo Montañez, a Mexico-based multimedia artist with a history of bringing to life Día de los Muertos imagery and characters within his work. With his representation of modern-day Catrina, we created a unique, exciting activation to stop consumers dead in their tracks. Through AR packaging and in-store and on-premises displays, the spirit of Día de los Muertos literally sprang to life—giving people an immersive way to connect with Victoria’s deep Mexican roots. The experience not only jump-started engagement but drove sales growth in key channels.

La Catrina showcased the core belief of the holiday; for one day, the border between the spirit world and the real world dissolves, and the dead can rejoin the living to celebrate with their loved ones. La Catrina was featured across primary and secondary packaging, social and digital displays, and an AR experience that allowed for consumers to engage further with the packaging.