Creative Process
The Brief: To celebrate 100 years of Corona, a brand built on the idea of giving the extra.
The Insight: When we looked back at Corona’s most iconic campaigns, we noticed something simple and undeniable. None of those stories could exist without the extras in them. The people in the background. The faces without lines. The ones who build the atmosphere, the realism, the world. They’ve always been there; yet never at the center.
The Idea: A celebration that flips the script by turning Corona’s extras into the heroes of the story.
What we did: We revisited iconic Corona scenes and shifted the focus. The camera no longer followed the lead; it stayed with the background. The extras stepped forward, owned the frame and became the protagonists of the moment. Because without them, the story was never complete.
Why it matters: For 100 years, Corona has been about giving the extra. This time, it gave it back. The Main Characters is a tribute to the people who make every story feel real; on screen and in life.
Creative Process
The Brief: To celebrate 100 years of Corona, a brand built on the idea of giving the extra.
The Insight: When we looked back at Corona’s most iconic campaigns, we noticed something simple and undeniable. None of those stories could exist without the extras in them. The people in the background. The faces without lines. The ones who build the atmosphere, the realism, the world. They’ve always been there; yet never at the center.
The Idea: A celebration that flips the script by turning Corona’s extras into the heroes of the story.
What we did: We revisited iconic Corona scenes and shifted the focus. The camera no longer followed the lead; it stayed with the background. The extras stepped forward, owned the frame and became the protagonists of the moment. Because without them, the story was never complete.
Why it matters: For 100 years, Corona has been about giving the extra. This time, it gave it back. The Main Characters is a tribute to the people who make every story feel real; on screen and in life.
