For nearly a decade, we've been building a tradition within a tradition. Since 2016, Edición Calavera has become Jose Cuervo's annual celebration of Día de Muertos—a limited-edition bottle series that invites a different Mexican artist each year to reinterpret one of Mexico's most iconic celebrations through their own creative lens.
What started as a Mexican tradition became a global phenomenon.
As Mexican culture experienced a worldwide resurgence, Edición Calavera expanded beyond borders—launching in the United States, Germany, South Korea, Japan, Brazil, and Spain. Each year, a new artist. Each year, a new visual story. Each year, proof that Mexican creativity transcends geography.
As Mexican culture experienced a worldwide resurgence, Edición Calavera expanded beyond borders—launching in the United States, Germany, South Korea, Japan, Brazil, and Spain. Each year, a new artist. Each year, a new visual story. Each year, proof that Mexican creativity transcends geography.
Our role goes beyond creative direction. We conceptualized the entire limited-edition platform from scratch, curate and negotiate with artists, execute OOH campaigns and launch events in Mexico, and manage the adaptation of graphic assets for international markets.
Nearly a decade later, Edición Calavera isn't just a product—it's an annual ritual. A celebration of Mexican artistry, craftsmanship, and the beautiful contradiction of honoring death by celebrating life.