Modelo Launches “Mark of a Fighter” in a campaign by Grey New York

Grey New York has launched, Modelo’s “Mark of a Fighter.” This work signifies an evolution of the highly emotive and successful Fighting Spirit brand ethos, and reflects changing consumer dynamics and a growing human desire for more meaningful pursuits that bring internal happiness versus achieving outward status and fame. 

In “Mark of a Fighter,” Modelo is reflected as the reward and badge for those who choose to live the life of a fighter. It recognizes struggles and adversity faced by people from all walks of life, capturing universal stories and connecting all of us to friends, family and community while putting the brand at the heart of the powerful narrative.

The :30 spots feature the same unmistakable voiceover and song “Ecstasy of Gold” by Ennio Morricone from the Fighting Spirit campaign.

Modelo “Mark of a Fighter” Campaign

Credits List


  • Greg Gallagher: VP, Brand Marketing
  • Logan Jensen: Senior Director, Brand Marketing
  • Yvonne McCarthy: Senior Brand Manager
  • Caroline Marwede: Associate Brand Manager
  • Erin Yazgan: Senior Manager, Consumer Strategy & Insights



  • Thiago Cruz: Chief Creative Officer, Grey NY
  • Sara Worthington: Executive Creative Director
  • Armando Flores: Executive Creative Director
  • Alvaro Soto: Creative Director
  • Madeline DeWree: Creative Director
  • Danae Nunez: Senior Art Director
  • Conner Schrock: Copywriter
  • Marcelo Bacellar: Designer
  • Canaan LeBlanc: Senior Project Manager


  • Elizabeth Gilchrist: EVP/Account Director
  • Jesse Schwartz: VP/Account Director
  • Britney Parada: Account Executive


  • James McPherson: Chief Production Officer
  • Jona Suarez: Executive Producer
  • Kelsey Longo: Integrated Producer
  • Nicole Kogos: Associate Integrated Producer
  • Vic Ferrarelli: Senior Print Producer
  • Stephen Bernstein: SVP, Head of Business Affairs
  • Lisa Mercier: VP Business Affairs
  • Leland Drake: Music Producer


  • Justine Feron: Head of Brand Strategy
  • Nicolas Pilaprat: Strategy Director
  • Will Leonard: Strategy Director, Data


  • Chelsea Sugai: Group Strategy Director, Social & Connections
  • Kendall Pennington: Community Manger

 TV Production Company: Prettybird

  • Salomon Ligthelm: Director
  • Suzanne Hargrove: VP / Executive Producer
  • Rika Osenberg: Head of Production
  • Julie Sawyer: Producer
  • Farhad Ghaderi: Director of Photography
  • Vero Romero: Production Designer

TV Service Company: Goodgate

  • Philip Bolus: Executive Producer
  • Juan Legnani: Producer

Social Production Company: Prettybird

  • Abdi Ibrahim: Photographer
  • Suzanne Hargrove: VP / Executive Producer
  • Rika Osenberg: Head of Production
  • Tiffany Bloomfield: Social Producer
  • Alejandra Ortiz: Production Designer

Social Production Service Company: Goodgate

  • Philip Bolus, Executive Producer
  • Cristian Morales: Producer

Editorial: Whitehouse Post

  • Adam Marshall: Editor
  • Alex Hagon: Editor
  • Tiffany Taveras: Assistant Editor
  • Paul Chung: Assistant Editor
  • Brooke Williams: Executive Producer
  • Ryan Smith: Senior Producer

Color: Company3 NY

  • Kevin Breheny: Head of Production
  • Joseph Bicknell: Colorist
  • Cassidy Conway: Color Producer
  • Casey Koster: Color Coordinator

VFX / Finishing: Method NY

  • Jesse Kurnit: SVP, Managing Director
  • Bennett Lieber: Executive Producer
  • Julia Paskert: Executive Producer
  • Kyle Fader: VFX Producer
  • Olivia Vitagliano: VFX Coordinator
  • Andrew Dela Cruz: Flame Lead
  • Alex Postelnicu: Flame Artist
  • Sean Wilson: Flame Artist
  • Trevor Brashich : VFX Assistant

Audio Post: Heard City

  • Gloria Pitagorsky: Managing Partner
  • T Terressa Tate: Sound Designer & Mixer
  • Jackie James: Executive Producer
  • Liana Rosenberg: Senior Producer
  • B Muñoz: Senior Producer
  • Nick Duvarney: Producer
  • Dylan Stetson Assistant Producer
  • Seth Brogdon: Assistant Mixer
  • Virginia Wright: Assistant Mixer
  • Zoltan Monori: Assistant Mixer
  • Chenoa Tarin: Assistant Mixer
  • Oddy Litlabo: Assistant Mixer

Source: Grey New York 

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