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Dos Equis

XX MASQUERADE

New York City

Dos Equis, with its Most Interesting Man in the World, has long been familiar among American beer drinkers. However, while they knew the man, many consumers had never actually tried the beer, associating it more with Cinco de Mayo and the warm summer months.

Focusing on the emotional and cultural high points of Halloween, our team married the Most Interesting Man with the unexpected backdrop of a theatrical, immersive experience for “The Dance of Two Worlds,” a dramatic spin on the traditional masquerade ball.

Category
Branding
Creative Direction
Experiential Design
Spatial Design
Immersive Theater
Credit
Mirrorball