Super Bowl 2026 – Ready Pa’l Show
DESIGN / HOSPITALITY
The Ask
Translate the national campaign into an immersive 1942 Super Bowl environment while creating a signature serve that could scale from on-trade to off-premise.
What We Did
We led environmental experience design and production support for Don Julio’s annual Super Bowl celebration, a live extension of the brand’s cultural platform anchored in “Ready Pa’l Show.” We wrapped the space in Spanish menus, slogans, and flashcard-style napkins that reinforced the campaign language, and developed the signature Don Michelada with Don Julio Reposado, adapting it across bar activations and retail extensions. Together, the environment and cocktail transformed the event into a physical, social, and culturally charged expression of the brand.
