THE FIGHTING SPIRIT
Modelo wanted to create an authentic campaign for local point of sale that captured “The Fighting Spirit”.
So Legacy tapped Mexican American artist W3RC and had him illustrate the “fighting spirit” using the brand’s classic iconography.
WE TURNED THE FIGHTING SPIRIT INTO AN ART FORM.
Born in Mexico, W3RC faced numerous hardships that forced him to immigrate to the US in search of better opportunities. Those opportunities turned out to be in the world of street art. After years of perfecting his craft, he now travels the globe, covering buildings in his recognizable style.
W3RC’s personal background combined with his artistic prowess made him an ideal ambassador for the project. Designing around themes of soccer, football, Dia de Los Muertos and New York, W3RC created four original compositions that were placed in accounts throughout the five boroughs of NYC. The entire behind-the-scenes process was captured and turned into a short-form documentary that lives on the brand’s YouTube channel.