Corona Celebrates 100 Years with Campaign Made Entirely by the Sun

To mark its centennial, Cerveza Corona has launched 'Made by the Sun,' a campaign literally created through sunlight.

The brand partnered with DAVID Buenos Aires to produce a series of images using a fully analogue technique: pinhole photography, one of the earliest forms of photography that relies solely on a box, a small aperture, and natural light. In this way, the sun itself became the photographer, capturing 100 unique stories along Chile’s coastline: its people, its flora, its fauna, and its communities.

With this process, there’s no way to know what the sun has recorded until the film is developed. That sense of mystery and anticipation became a vital part of the creative journey, an invitation to surrender control and trust nature.

“Pinhole photography forces you to slow down. There are no instant shots, only waiting. The image emerges from what’s there, from what stands before the camera, and from the passage of time. It’s a way of seeing that mirrors how we should live within our landscapes, with more attention and more care” says photographer and environmental activist Rodrigo Farías.

“The idea came from a simple question: what if we let the sun, Corona’s companion over the past 100 years, capture this century itself? That blend of art, science, and poetry allowed us to celebrate this milestone in a way that feels deeply true to the brand’s spirit”- explain Ignacio Flotta and Nicolás Vara, chief creative officers at DAVID Buenos Aires.

The project debuted at Museo Urbano Tobalaba (MUT) with a free public exhibition, accompanied by the launch of a limited-edition book. The book not only showcases the solar-developed images but also tells the stories of people who live “the Corona way,” connected to nature, embracing a simpler, more mindful, and enduring way of life.

“With this project, we wanted to pay tribute not just to our beaches but to the human stories that grow around them. Through a technique that reconnects us with the essentials, we captured something that goes beyond the image itself, a way of living and feeling” says Camila Plass, marketing director at Cerveza Corona.