Shannon J Ross
Creative Director
Spotify Dia De Los Muertos Activation



Día de Muertos is a Mexican holiday that’s all about celebrating and honoring our deceased loved ones. We wanted to provide fans with an unforgettable way to celebrate the holiday, while staying true to the traditions and symbolisms of Día de Muertos.

So we activated at the largest Día de Muertos festival in the U.S at the Hollywood Forever Cemetery in Los Angeles. We built a bridge over the lake at the cemetery that served as a symbol of the mystical extension that links the dead to the living world during this time. 1 million real marigolds from local farmers were utilized to build the bridge and over 500,000 people crossed it. At the end of the bridge, attendees got to light a candle at the ofrenda or “altar” for Jenni Rivera, a deceased Mexican American recording artist.  

Platform: Experiential

ACD Art: Shannon Ross    

ACD Copy: Kenia Perez

Producer: Cynthia Angel

Director: Dominic Lahif

ACD Video: Alex Reinoso