Modelo × Houston Texans

Modelo needed an activation as bold as their brand

Modelo came to us with a season-long partnership with the Houston Texans and a clear objective: create an experiential activation that would make the Modelo booth the most talked-about destination at every home game. Not just signage. Not just sampling. Something guests would wait in line for, walk away with, and post about.

The brief called for custom temporary tattoos that reflected both the Modelo brand identity and the Houston Texans' aesthetic — two iconic brands, one cohesive design language, applied live at NFL scale. The activation needed to run for eleven consecutive home games, maintain consistent quality across thousands of applications, and generate organic social content without any paid amplification.

Custom stencils. Season-long consistency. Zero misses.

We developed a suite of custom laser-cut stencils that merged the Modelo eagle and typography with Texans iconography — designs that worked as standalone tattoos and felt authentic to both brands simultaneously. Every stencil was engineered to apply cleanly in under three minutes at high volume, which is the only way to run an NFL-scale activation without a line that stops moving.

Grace led the creative development and artist training for the full season. Each game, the activation ran from gates open through the final whistle — a pace that requires both technical precision and the kind of crowd energy management that only comes from years of high-volume event experience.

The mobile setup was fully self-contained — no venue coordination required, rapid deployment and breakdown between zones, and hygiene protocols that exceeded professional makeup industry standards. At NFL venues, the logistics are as important as the art.

The brand experience people talked about all season

By game three, the Modelo booth had become a destination — not just for Texans fans, but for anyone at NRG Stadium who wanted something to take home from the game. Lines averaged over an hour at peak periods. Organic social posts appeared without any paid amplification. Modelo renewed for the full season without hesitation.

The activation generated the kind of word-of-mouth that money can't buy: guests wearing their tattoos through the game, posting mid-action, and coming back the following week asking for new designs. For Modelo, it transformed a sponsorship booth into an experience people actually remembered.