In Mexico, Día de los Muertos (Day of the Dead) is a celebration of life and death, honoring ancestors with food, altars, and festivities. In recent years, the holiday has transcended its origins to become a center of creativity, similar to the Super Bowl in the U.S. and Christmas in the UK.
For over a decade, Cerveza Victoria has been at the heart of this two-day celebration, and 2025 was no exception. At a time when true craftsmanship is fading, Victoria tapped into the power of handmade creativity to produce a four-and-a-half-minute film that earned admiration from marketers and cinephiles alike. Inspired by Mexico’s iconic muralism movement, the brand reconnected with its ancestral roots to launch "A ti, ¿quién te espera?" (“Who’s waiting for you?"), a fully handcrafted tribute to those who wait for us on the other side.
At the center of the campaign is a 2D animated film built from more than 2,500 hand-drawn frames, telling the story of Rogelio, a loyal dog, and Jorge, a neighborhood shopkeeper. Directed by the artist duo YUCA, the film captures the quiet, unconditional bond between humans and animals. The folkloric Xoloitzcuintli, Mexico’s hairless dog breed believed to escort souls in the afterlife, becomes the emotional anchor.
What makes us most proud of this project is knowing that Victoria’s first animated Dia de los Muertos campaign carried with it this concept of craftsmanship, valuing the importance of human work, human emotion, and what’s made by hand, in a world where technology tries to surpass art.
The piece premiered at the Morelia International Film Festival with a special open-air screening, including a unique “Petfilm” version adapted for dogs. It quickly became a standout, gaining 20+ million views on YouTube, earning a Staff Pick on Vimeo, and garnering coverage in Rolling Stone, Vogue, GQ, and BuzzFeed.
For cinephiles, "A ti, ¿quién te espera?" is a showcase of craft and animation. For lovers of diverse cultures, it’s a touching illustration of Mexican tradition. For anyone else, it’s a timeless reminder that love and connection endure beyond what separates us.
