This was my second Super Bowl with Avocados From Mexico, and once again, we were tasked with developing a web experience that connected to the spot without revealing too much.

For this campaign, we built on the ad’s concept of an avocado-centric utopia, creating a 3D WebGL experience that allowed users to explore different areas of what we called GuacWorld.

My favorite area of GuacWorld was a museum where people had the chance to win a poster designed by Mexico City-based illustrator Quique Ollervides. He regularly creates gig posters for bands like Arctic Monkeys, Run the Jewels, Tame Impala, and  Phoenix when they play in Mexico, and we had a few extras so I took one—and it’s currently hanging in my kitchen.

Go follow him on Instagram, he’s awesome.