Every year, Cinnamon Toast Crunch takes over a piece of culture. This year, we took it to the ring. The brief was to design prints for their cereal — so we pitched turning their iconic Cinnamojis into Luchador wrestlers. It landed. As lead Art Director, I worked with a writer to develop the creative across cereal box design, social, film and a live activation — including designing the actual faces printed onto individual cereal pieces. Yes, you could eat them. We partnered with Rey Mysterio and WWE, then dropped one into a real Wrestlemania. Nobody knew it was coming. A conspiracy theory started. Pro wrestlers had opinions. It was everything.
"Leche Libre"
"La Jefa"
"El Cuadrado"
Then we threw them into Wrestlemania & unknowingly started a conspiracy ...
Some pro wrestlers even shared their thoughts on them...