The heart of Tecate Selfie is simple: engage festival-goers in celebration with Tecate and Pa’l Norte. 

DOGSTUDIO/DEPT® managed the experience, from the initial concept to the final art. A special set of Tecate cans was produced for the festival, inviting participants to submit their selfies through a simple QR code. 

From there, users could snap a selfie, upload it to the platform, and customise the level of embellishment (safe, creative, or ludicrous).

These AI-enhanced selfies were then featured as part of a dynamic collage on the big screens during set changes, giving festival-goers the thrill of seeing themselves as digital art in front of a live audience. Each participant received their own custom AI artwork as a keepsake, along with a customised after-movie showing their portrait on the big screen.

For the visual style, we drew inspiration from street wildposting and digital painting, aiming to capture the high-energy, bold vibe of Pa’l Norte. 

The AI creation process began with MidJourney, where we explored various styles and colour palettes that would feel cohesive. ComfyUI and Leonardo.ai helped us explore brushstrokes and duotone scenes that matched the festival’s aesthetic. This workflow allowed us to create art that felt personal yet unified, bringing fans and the festival together in a single creative expression.

Tecate Selfie shows how interactive design has the power to bring fans closer to the brands they love. 

By using AI to celebrate each participant’s individuality, we created a shared experience that extended beyond the screen. The project showed us that AI can amplify human connection in unexpected ways, transforming a simple selfie into a moment of celebration and creativity. Ultimately, Tecate Selfie reminded us that, when crafted thoughtfully, AI can help build memorable, brand-driven experiences that resonate with audiences long after the festival ends.