Modelo Día de los Muertos World

Constellation Brands worked with Groove Jones to build an entire digital world inspired by the mural, allowing users to explore and engage with the traditional holiday celebration in a revolutionary format using Augmented Reality.

Constellation Brands envisioned an expanded 360-degree environment centered around the Dia de los Muertos original mural, allowing users to enter the world. Groove Jones successfully delivered on this vision, enabling users to tap and explore various facets of the scene, activating special animations and immersing them in the Dia de los Muertos celebration. Users can capture images, record videos, and explore the various attractions within the digital realm.

In addition to the main mural on an ornate altar, new components were introduced: a selfie booth allowing users to take pictures with friends immersed within the 360 environment.

The project effectively invites users aged 21 and above to celebrate the traditional holiday in a portable format.

Incorporating a photo/video capture feature within the scene was a standout element, allowing users to capture memories with friends. Additionally, the selfie mode framed users against a floral altar, adding a personal touch to the experience.