Somos Eternos
Jordan x Día de los Muertos
Somos Eternos:
Rooted in Mexico's Día de Muertos tradition, Somos Eternos celebrates the enduring connection between memory, identity, and community.
Through a locally inspired campaign, Jordan Brand sought to honor this cultural tradition while deepening its connection with Mexican consumers, bringing together storytelling, style, and sport through a distinctly local perspective.
The Creative Idea:
A celebration of the connections that live beyond us.
Inspired by Día de Muertos, the campaign explored how memory, tradition, and personal expression can connect generations. The creative direction brought Jordan Brand into this cultural conversation through a visual story rooted in Mexican identity, using product, styling, and photography to create an expression of the brand that felt connected to the community it was created for.
My Role:
Concept Development / Art Direction / Creative Production
Collaborated with Wieden+Kennedy Mexico City and narrative partners to develop the campaign's creative concept and storytelling direction, translating local cultural influences into a cohesive Jordan Brand expression.
Guided art direction across partner selection, styling, locations, and photography planning, overseeing creative execution for retail and digital placements. Led the post-production process to ensure consistency across final campaign assets.
Creative Director: Felyx Tsoi
Art Director: Kyle Forsdick
Narrative: Jonanna Widner & Adriel Galicia
Producer: Allison Ramos
Photographer: Roger GuÀrdia
Agency: Weiden and Kennedy – CDMX
Product: AJ4, AJ1 Low, AJ Session
