Fito Craft Beer

Animation
Branding
Design
Photography
Video

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.

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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.

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Below are some before and after shots showing the compositing effects from the commercial.

Other Work

SaccarelloProject type

Data.world SummitProject type

MIT 100KProject type

Phil FraasProject type

RocheProject type

HeartbeatProject type

Data.worldProject type

Pamela UgarteProject type

Functional GoodsProject type

UnozeroProject type

CenturyProject type

California Craft BeerProject type

BlancaProject type

LuvannProject type

Wynwood WallpapersProject type

Eye PharmaProject type

TransitAllianceProject type

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SERVICES

Art Direction
Animation
Brand Identity
Corporate Identity
Design
Editorial
Photography
UI/UX
Video Production
Web Design & Dev
3D Rendering

© 2021 Fitosophy, LLC. All rights reserved.

Made with ❤ in Miami

Made with ❤ in Miami