Modelo Fighting Spirit

RSVP Gallery

at Guaranteed Rate Field, Chicago, IL


Modelo, one of the world’s largest beer brands, launched a limited-edition fashion collection called the “Fighting Spirit Collection,” collaborating with five handpicked streetwear clothing design studios. One of those designers was RSVP Gallery. Modelo’s entertainment marketing agency, Cogent World, brought in Pinpoint as the production and fabrication partner to physically bring the brand’s content-capture-style experiential marketing activation to life.

Pinpoint’s objective fulfilled Cogent’s creative vision to bring to life Modelo-branded, share-worthy sceneries and backdrops to create “cool” social media photo/video ops for a celebration of RSVP Gallery’s partnership with the Chicago White Sox at Guaranteed Rate Field in Chicago.

Demonstrating mission-critical execution capabilities, within five days of the Modelo/RSVP Gallery/Chicago White Sox activation, Pinpoint was hired to replace Cogent’s existing production firm that had unexpectedly withdrawn from the project. Proving response capabilities, efficiencies, and working across coordinated departments, Pinpoint delivered the entire production, logistics, and installation to meet the urgent deadline.

The work

Don C and Virgil Abloh, founders of RSVP Gallery, showcased their Fighting Spirit Chicago capsule streetwear collection that pays homage to Chicago sports. The activation occurred at Guaranteed Rate Field, home of MLB’s Chicago White Sox.

Pinpoint brought to life the creative vision for a fan-engagement designed to maximize photo opportunities for social media and highlighting the Modelo brand.


  • 370 sq.ft. of brand takeover signage throughout hallways, dugout, batting cage, and team spaces
  • Grand Entrance Arch photo op
    • Branded archway buildout on truss system with printed vinyl graphics; clip lighting for top of arch; gold carpet walkway
    • Dimensional Modelo lion logos with halo lighting
  • 10’ x 8’ Step and Repeat

the outcome

The Modelo Fighting Spirit activation at Sofive in Brooklyn was such a success that Pinpoint was immediately engaged to produce the RSVP Gallery activation in Chicago, IL only five days before the event. Pinpoint proved its value as a partner to Modelo and Cogent by completing fabrication, logistics from Connecticut to Illinois, and installation within the ultra-tight deadline.

Let’s Work Together!

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