Tim Tadder strives to create personal projects that inspire others. So, it is the ultimate compliment to be hired to create a campaign inspired by those projects. His recent project, Las Muertas, was the inspiration for JWT in Mexico City and the client Cervesa Victoria. Here is what Tim wanted to share about the project.
In March of this year we published personal project called Las Muertas, the collection of images featured “Catrinas” inspired by the Mexican holiday Dia De Los Muertos or Day of the Dead. This uniquely Mexican holiday focuses on gatherings of family and friends to pray for and remember those who have died, and help support their spiritual journey. This national holiday is an amazingly colorful celebration, and at the center of the visual representation are “the Catrinas,” lavishly dressed female skeletons first sketched in 1910 by Mexican illustrator José Guadalupe Posada. The Catrinas are the referential image for this grand celebration and the more beautiful the adornment the greater the celebratory impact.
When we published Las Muertas, it was an homage to a beautiful culture and tradition. The series was my interpretation and at the core I hope it honored tastefully this incredible holiday. What I did not expect was that it would be so well received in Mexico. In fact it was covered by newspapers, magazines, and blogs all over the country. I received emails, interview requests and many requests for prints. Some even sent photos of Tattoos of our images on their arms and legs. We were flattered and so happy that many Mexicans found this collection inspiring.
What made this acknowledgment even better was that in September we received a call from JWT Mexico City with an awesome project to create a new set of Catrinas for Cerveza Victoria. This time we would create Catrinas that spoke to another side of the Dia De Los Muertos holiday, the three day long party that starts on Halloween and ends on November 2nd.
Of course every party needs beer, so these Catrinas were going to be of the very sexy beer slinging type. Yes these would not be as elegant as our original series, but they would be more spectacular. So we gathered all the artists that donated their time from our original personal project and put some funding behind their efforts to create an even more dynamic and visually impactful collection.
We created five new Catrinas, each representing a different regional cross section of the country. The images are appearing on Billboards, Posters and Print Ads throughout Mexico. We are really humbled that our images were so well received and that they generated such a large campaign. I hope I get invited to the party! Enjoy!