Jose Cuervo; Day of the Dead_Ad

Close-up of complete, painted skeleton with citrus graphics painted with guasche on illustration board. I designed and developed much of this promotional campaign for Alcone Marketing Group's client, Jose Cuervo, in Darien, Ct.

I worked with Justin Brunetto, Art Director, on this account. He gave me direction to use "the look" of Mexican folk art styles from their "Day of the Dead" holiday. It is a similar holiday and near in time to our "Halloween".

Justin let me design a few of the important pieces from concept to finish, including typography. I painted the skeleton art (used in all promotional materials) in guasche on illustration board after some research and initial drawings. Because of all the detail, it was a very time consuming project. However, the results went over really well.

I painted each body part of the skeleton separately, and very large, to accomodate a variety of size and design needs. Besides ads, table tents, shot glasses and posters, it was also hung in the huge liquor distribution houses as a cut-out mobile.

The Jose Cuervo logo was black, just on the upper ribcage and the skeleton is about two feet in height. My only sample is still hanging in my studio. People always notice it.