Callaway Golf - Rebrand / Art Direction
Dia de Los Muertos Golf Ball
I had the privilege of directing the design for Callaway’s Dia de Los Muertos Chrome Tour Limited Edition golf balls. Drawing from a deep appreciation of the holiday’s cultural significance, I aimed to create a design that not only honors its traditions but also resonates with our target customers, seamlessly blending cultural authenticity with product appeal.
Illustration | Art Direction | Digital Design
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.
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.
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.
Culture
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.
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