Ken Mason III | Creative Director
Modelo_WorldCup.jpg

Modelo: The Beautiful Game

For over 90 years, Modelo has fought to brew a beer worthy of its customers’ hard work. When it comes to the Beautiful Game, there are so many aspects that make it remarkable. But it’s true beauty doesn’t happen without a Fighting Spirit. Passi






For over 90 years, Modelo has fought to brew a beer worthy of its customers’ hard work. When it comes to the Beautiful Game, there are so many aspects that make it remarkable. But it’s true beauty doesn’t happen without a Fighting Spirit. Passion. Dedication. Hard work. Sacrifice. Unity.

Modelo is here to celebrate that fight. The fight that makes the game beautiful.




Leading up to World Cup 2018, we seized an opportunity to celebrate the Beautiful Game with the world by bringing to life an artistic expression of competing countries’ true Fighting Spirit. Due to demanding packaging lead times, we had 2 we






Leading up to World Cup 2018, we seized an opportunity to celebrate the Beautiful Game with the world by bringing to life an artistic expression of competing countries’ true Fighting Spirit.

Due to demanding packaging lead times, we had 2 weeks to source illustrators from around the world, brief, design, direct and deliver final art to be used across a variety of promotional campaign assets announcing Modelo as the Official Beer of the Beautiful game.





Modelo_WorldCup4.jpg
Turns out, sports are anything but predictable. The United States lost their final qualifying match to Trinidad and Tobago 2–1, which resulted in missing their first World Cup since 1986. Hearts were crushed, presses were stopped and contingen





Turns out, sports are anything but predictable. The United States lost their final qualifying match to Trinidad and Tobago 2–1, which resulted in missing their first World Cup since 1986.

Hearts were crushed, presses were stopped and contingent Tim Howard and Clint Dempsey contracts were ceased. A huge pivot, but our signature ball and limited edition packaging still gave us, and the fans, something to cheer about.

Seemed fitting to leave USA in the mix here to give proper recognition and praise to Darren Booth, whose work I’ve always admired.