To celebrate 100 years of Modelo, we hand painted a mural in the heart of Bushwick, Brooklyn, a neighborhood that doesn’t just set the stage for art, it lives and breathes it.

Bushwick has long been a canvas for expression. It’s walls reflect the cultures, creators, and dreamers who shape the neighborhood every day. It’s a place where resilience and originality are part of the fabric, making it the perfect home for a brand like Modelo, which has always stood for flavor and authenticity.

The mural, designed by local artist Snoeman, carries that same energy. Snoeman is a New York City–based graffiti artist whose work brings bold color, playful imagery, and positive energy to the city’s streets. With over 20 years of experience, he has transformed bodega storefronts, walls, and public spaces across Manhattan and Brooklyn into vibrant canvases, covering awnings, doors, and windows with his signature style of palm trees, dancing characters, and bright patterns. 

Known for spreading joy and keeping New York’s street art culture alive, Snoeman’s work reflects both his artistic skill and his commitment to community, making him the perfect collaborator for a mural that celebrates local culture and heritage. It isn’t just paint on brick, it’s a piece of local identity, a nod to Modelo’s legacy of community, resilience, and artistry. 

Working with a brand that values lifting local voices and pairing them with local walls is exactly why we do what we do. For us, murals are meant to move beyond advertising: they spread art, inspire connection, and give back to the neighborhoods in which they reside.

And this one did just that. In its first run, the mural drew more than 408,000 impressions from passersby, including commuters, neighbors, and visitors alike. It didn’t just blend into Bushwick’s busy landscape; it became a part of it: stopping traffic, sparking conversations, and turning heads on one of the neighborhood’s most vibrant stretches.

At the end of the day, that’s the true power of a mural. 

When art, place, and people come together, the result is a story bigger than the wall itself. It’s a story of community, culture, and legacy that keeps living long after the last brushstroke dries.