It’s not often that America’s #2 beer (now #1) launches a new product. Oro, Modelo’s lighter and more sessionable variant, carries within it the same DNA. It’s a light beer with gravitas, not to be trifled with. So to launch the product in test markets, we did the obvious. We made it all about the liquid itself. Both films were created in partnership with Psyop, and led to a successful product launch that caused the work to scale nationwide.
