I created this festival concept for the Olvera Street Merchants Association Foundation. It is a concept for Dia de los Muertos which a celebration for the dead. I grasped the essence of the native traditional garb and culture. I created a lively campaign based on living life, having fun, and celebrating the dead. I kept it as far away from morose or sad as possible because that's not what the festival is about. I created a custom die-cut skull brochure to entice visitors and tourists.