Modelo wall.
Live mural.
One booth.

Rolling Loud's tenth anniversary, a Modelo wall, and a live mural session running in parallel — two crowds, one booth.

Rolling Loud Miami 2024 ran December 13–15 at Hard Rock Stadium — the festival's 10th anniversary edition and its first ever winter run, with Future, Travis Scott and Playboi Carti headlining. We came in for Modelo to anchor the brand's footprint with a custom-branded interactive graffiti wall.

The wall pulled directly from Modelo's visual language — the gold-blue palette, the Modelo lion, "Tag @ModeloUSA" call-outs alongside the Rolling Loud lockup. Festivalgoers stepped up, picked colours, hit stencils, and painted Modelo-themed pieces in real time. Zero paint, zero mess, full participation — and a finished piece on the wall in under a minute.

Running alongside the wall: a live mural session from our artist Vic, painting on a physical canvas right next to the LED. Two things happening at once, both pulling crowds. The wall gave people something to do with their hands; Vic gave them something to watch. Together they kept the booth moving the entire weekend.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms festival grounds into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Modelo, Espolón, Hennessy, Nike, Louis Vuitton and Chanel to bring authentic, participatory experiences to audiences everywhere.

The wall gave them something to do. The mural gave them something to watch. The booth never emptied.