As Creative Director at CAA’s Observatory agency, I had the pleasure of leading the creative development for Corona’s landmark campaign La Cerveza Más Fina, celebrating 90 years of the brand’s history and deep cultural connection to Mexico. This integrated campaign, crafted specifically for the Mexican market, spanned digital, social, experiential, and broadcast platforms, and was designed to elevate Corona’s quality perception in contrast to imported brands.

At the heart of the campaign was an epic Spanish-language stop-motion film narrated by Gael García Bernal and inspired by the surrealist art of Pedro Friedeberg. Titled The History of La Cerveza Más Fina, the film told the sweeping story of Corona’s rise in post-Revolutionary Mexico through a visually stunning, handcrafted world. Directed by Nicolas Ménard and produced by Nexus Studios, the production featured meticulous artistry: 421 handcrafted miniatures, eight detailed sets, and over 350 hand-painted replicas of the iconic bottle—all brought to life at 24 frames per second. The piece was scored by Bridget Samuels and performed by a 50-piece orchestra in London.

This campaign marked a milestone for Corona, becoming the most successful in the brand’s 100-year history. It generated over 1.7 million mentions in 2019, drove brand power to an all-time high of 18.4%, and significantly increased perception in key categories—including a +3.2% lift in national pride. More than a commercial effort, La Cerveza Más Fina was a cultural homage, fusing craft, heritage, and storytelling to reframe Corona as not just a beer, but a symbol of Mexico’s enduring identity.