EXPERIENTIAL | BRAND CAMPAIGN
Bridge De Vida: Día De Muertos Tribute
Día de Muertos is a holiday that’s all about celebrating and honoring our deceased loved ones.
For Spotify’s goal of fostering a deeper connection with different Latinx communities, we gave Mexican-American music fans an unforgettable way to celebrate the holiday, while staying true to the traditions and symbolisms of Día de Muertos.
We erected a bridge that served as a symbol of the mystical extension that links the dead to the living world, during the largest Día de Muertos festival, at the Hollywood Forever Cemetery in Los Angeles.
CREDITS
CD Art: Shannon Ross
CD Copy: Kenia Perez
Art & Design Director: Felipe Rocha
Creative Producer: Cynthia Angel
Director: DLA Films
Film CD: Alex Reynoso
Original Concept: ShaKen Creative
1 bridge, 150,000 marigold flowers, a stunning altar, and the experience of a lifetime…
Thousands of real marigolds from local farmers were utilized to build the bridge and over 500,000 people crossed it. At the end of the bridge, attendees got to light a candle at a special ofrenda or altar for Jenni Rivera, a deceased Mexican American recording artist.
