For this campaign, we took a different approach by drawing inspiration from “Día de Muertos” creating a unique visual identity that set us apart from traditional Halloween-themed promotions. While we recognize that Halloween and Día de Muertos are distinct celebrations with different cultural meanings, we aimed to respectfully blend elements of both to highlight themes of endurance, memory, and timelessness, values that align with Casio’s brand essence.

MOODBOARD

Moodboard for the campaign

We combined tradition and modernity through our font selection. Rumble Brave was used for titles, offering and ornate and decorative style that evokes the elegance and mystery associated with "día de muertos" art. Its vintage inspired design added depth and character, reinforcing the campaign's timeless essence. To balance this, we used Bebas Neue for numbers and suporting text, providing a bold, clean, and highly legible contrast. This combination allowed to merge cultural richness with modern design, ensuring the striking and cohesive visual identity.

We also organized a dedicated photography session for the campaign, focusing on creating striking visuals that blended the mysticism of “Día de Muertos” with the bold identity of Casio

To bring the campaign to life, we applied its visual identity across Casio's retail spaces. From window displays to in-store signage, each element reflected the bold and symbolic aesthetic of the campaign. This strong execution created a striking brand presence that captivated customers and enhanced the shopping experience.