The sport of professional wrestling represents a unique strain of resilience that’s integral to the Mexican-American experience, and it strengthens individual relationships with cultural heritage. As a result, it’s a deeply personal cultural pastime. The original concept was a mobile boxing ring that supported local talent, but the decision was made to take a lighter approach / less contact sport.
There was a 3 concept pitch for the intoduction of Montejo to the US market and a Lucha Libre theme was chosen to explore visuals. Campaign uses a custom tractor and trailer that holds a ring, lighting structure, kiosks, and seating areas on and around the trailer. Campaign would roll around the US and create a one day street fest in Hispanic neighborhoods of select cities introducing their brand to the US market.
Below is the 3D rendered mobile campaign - on the move views. I rendered the semi with no background and overlaid the truck over stock city and road images.
Below is the plain bug with a Lucha Libre mask overlaid on top in photoshop. This will be the official vehicle of the campaign, which references Mexico City taxi's.
Cultural Duality Heritage plays a primary role in shaping individual identity. It provides a purposeful reason to look to the past, and serves as a strong source of national and regional pride.
Ryan
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