While at Parsons School of Design, I created Fito Craft Beer as my thesis. A trans-media advertising campaign for a fictional Honduran craft brewery, influenced by WWII Russian propaganda and Communist Cuban propaganda, reflects the Honduran government’s attempted transition into socialism in 2008.
The branding campaign creates both a humorous and socially meaningful connection between the art parodies and the target audience [young Honduran professionals, 25-35]. Instead of a typical mass marketing advertisement campaign, the message fulfills the promise of an anti-establishment product that resonates with the visual language, by and for the people of Honduras.
As a college student living in NYC, I began home brewing craft beer in my apartment. It got to a point where half of my closet was full of beer so I started giving it away. My beer quickly became a favorite amongst friends and teachers.
The initial idea for Fito Craft Beer was inspired by a sketch from one of my beer’s biggest fan and best friend, Goran Kajan.
In an attempt to capture the experience of drinking my beer while paying homage to craft brewers conquering the “mass produced” beer world, I conceived a very thought-provoking concept.
In 2008, I synthesized the idea of a “revolutionary” beer campaign by compositing my face onto real communist propaganda posters. The idea was to mock the political situation of that time in my home country, Honduras, and the traditional beer ads from major brands.
I designed a series of posters with my own style and branding.
Below are some before and after shots showing the compositing effects from the commercial.
WWF - OneSource CoalitionProject type
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Made with ❤ in Miami
Made with ❤ in Miami