Día de los Muertos is a deeply rooted Mexican tradition that honors and celebrates the lives of loved ones who have passed. Far from being a day of mourning, it’s a vibrant, joyous occasion filled with altars (ofrendas), marigold flowers, candles, and favorite foods of the deceased. Families come together to share stories, music, and memories, believing that, for one night, the spirits return to visit. This celebration reflects Mexico’s unique relationship with death—viewing it not as an end, but as a continuation of life’s cycle, filled with love, remembrance, and connection across generations.
The sugar skull, or calavera, is a traditional symbol of Día de los Muertos, representing the sweetness of life and the honor of remembering the dead. Decorated with bright colors and intricate designs, it reflects both the joy and reverence felt when celebrating loved ones who have passed. By placing sugar skulls on altars, families acknowledge that death is a natural part of life, embracing it with a sense of beauty and continuity.
The Catrina skull, created by artist José Guadalupe Posada, symbolizes death's universality, showing that even the wealthy cannot escape it. Dressed in elegant clothing, La Catrina mocks the idea that status or wealth matter in the face of mortality. Over time, she has become an iconic figure of Día de los Muertos, representing a lighthearted, yet profound acceptance of death.
Marigold flowers, or cempasúchil, are believed to guide the spirits of the dead back to the living during Día de los Muertos with their bright color and strong scent. Their petals are often used to create pathways or adorn altars, symbolizing the connection between life and death. The vibrant orange and yellow hues represent the warmth of the sun, signifying life, hope, and the memory of those who have passed.
Papel picado, or perforated paper, represents the fragility of life and serves as a decorative element in Día de los Muertos celebrations. Its delicate, intricate designs allow air to pass through, symbolizing the presence of spirits. Hung above altars and streets, the colorful paper connects the living and the dead, honoring the beauty and transience of life.
As I prepared for the photoshoot of the golf balls and packaging, my goal was to capture the nostalgic essence of Día de los Muertos. To ensure authenticity, I incorporated natural marigolds and candles, creating a scene reminiscent of the altars traditionally placed in family homes or graveyards during the holiday. This helped honor the cultural roots of the celebration while showcasing the product.
From concept to execution, I was responsible for creating digital assets for various marketing touchpoints, ensuring consistent messaging and cohesive product branding across all mediums.
As a company, we typically produce just 6,000 golf balls for each limited edition release, which often sells out within days of the announcement. Here are examples of the key touchpoints our customers experience on the release date.