When art blooms from the streets and tequila tells stories worth savoring, mural magic happens. This was not just another brand activation; it was a handcrafted love letter, written in roses and revealed through the collective hands of the SoHo community.

Picture this: a SoHo wall shrouded in mystery, hundreds of crimson roses forming a living, breathing canvas that whispers, “What lies beneath?” This was not mere decoration; it was theatrical brilliance. Each rose, installed with care, was later plucked by curious passersby, transforming strangers into collaborators in an unfolding hand painted masterpiece.

The activation celebrated the launch of Tequila Don Julio 70 Cristalino’s Artist Edition with designer Willy Chavarria, marking the second collaboration between Don Julio and Chavarria and building on the success of their first release. Together with the amazing team at MX agency, we brought this vision to life, an activation rooted in fidelity, love, and a passion for Mexican culture.

Chavarria, a renowned fashion designer celebrated for his bold, socially conscious designs, inspired the mural through his signature red rose motif and the campaign’s Día de Muertos imagery. He was present for the reveal, witnessing the artwork come to life and engaging with the community as the roses were picked away. 

Hundreds of fresh roses were layered over the mural, concealing both the artwork and the limited-edition bottle beneath. Passersby picked the flowers one by one, gradually unveiling the mural while each rose was gifted back to the community. Situating this activation in SoHo during Fashion Week heightened its energy and relevance, placing Chavarria’s artistry in the heart of New York’s creative moment and tying the experience to a broader cultural conversation.

This experience transformed a static mural into a living, evolving experience. By combining hand painted artistry with interactive storytelling, the project engaged both public and digital audiences, generating over 290K+ impressions, amplifying the impact far beyond SoHo.

The installation exemplifies how hand painted art, cultural storytelling, and interactive design can elevate a brand experience. Through the rose reveal, the mural became more than a visual display; it became a shared, communal moment celebrating heritage, creativity, and the spirit of Por Amor.