LA PLAYA AWAITS | CREATIVE DIRECTOR
OVERVIEW
Corona had mastered the beach, but that strength had become a limitation. We needed to remind people that La Playa isn’t just a destination, it’s a state of mind. The same feeling you get on vacation can happen anywhere, even while you’re sinking into your couch and pressing play.
We saw a chance to shift how people unwind with Corona, from something you drink on vacation to something that helps you feel like you’re on one. So we partnered with HBO’s The Last of Us to bring a little calm to the chaos. In the film, Gabriel Luna follows faint echoes of the shore until one beer breaks the spell of survival, if only for a moment.
The campaign stretched across HBO, social, sweeps, and premiere events, reframing Corona as more than a beach beer. It became a ritual of escape. The work reached 63 million views, earned 1.1 million engagements, and lifted brand perception around unwinding by 16 percent.
AGENCY
Mediabrands Content Studio
CREATIVE DIRECTOR
Dylan Travis
GROUP CREATIVE DIRECTOR
James DeBarros
CONTENT DIRECTORS
Jessica Klein, Nicole Guadagno, Kendal Taylor
TALENT
Jennifer Vigdor
PRODUCTION
Caviar
DIRECTOR
Reynald Gresset
PRODUCER
Jude Vermeulen
DIRECTOR OF PHOTOGRAPHY
Khalid Mohtaseb
View the case study video HERE. Password available by request.
LA PLAYA AWAITS | WISH YOU WERE HERE
Our first branded spot introduced a simple idea: even in a world of chaos, Corona can bring you back to a calmer place.
LA PLAYA AWAITS | ANOTHER DAY IN PARADISE
The second spot goes back to the abandoned beach to show, in its own quiet way, that La Playa is a mood you can slip into anywhere.
THE LAST OF US | EPISODE 3 INTEGRATION
SELECTED WORKS