Don Julio x Dia de Muertos

Last year, Don Julio set out to elevate Día de Muertos to a new level of global relevance—honoring its true spirit while owning the moment and bridging the gap between nightlife and tradition in a way that felt both authentic and distinctly Mexican. But while Día de Muertos, one of Mexico’s most sacred and iconic traditions, is widely recognized, it is rarely understood beyond its surface, often reduced to caricatures and colorful clichés. Here, we saw an opportunity in the rising global trend of bakery raves — to hijack this cultural phenomenon and introduce Día de Muertos to the world through its most undeniable symbol: pan de muerto. To launch, we partnered with Elena Reygadas of Panadería Rosetta, uniting two icons devoted to Mexican heritage and craft. 

As Don Julio’s Global Social Agency of Record, we crafted a hero video announcing the launch of the partnership through the story of pan de muerto. We also created the platform of Eternos, Por Amor x ______, a modular system for the local markets, brand partners, and influencer content to live under.

Creative Director Livia Soong | ACD, Copy Fernando Carrion | Director Elias Lopez | DP Santiago Arouesty | Sr Video Editor Christian Kudra

In addition to Panadería Rosetta, we also partnered with Handshake Speakeasy, Carlos Eric Lopez, and Elena Reygadas to show how pan lives from past to present.

Following our launch on social, we brought the panaderia pop-ups to life globally from London to Greece to Mumbai and beyond.