In Chile, Corona Takes People On A Photographic Journey

To celebrate 100 years of Corona in Chile, DAVID Buenos Aires used pinhole photography—a lensless technique developed in the 19th century that relies solely on a box, a small aperture, and natural light—to create new images with a timeless quality. The images are now the focus of a new campaign that celebrates the Mexican beer brand’s values and heritage.

Conona’s centennial-minded team set out to tell 100 unique stories along Chile’s coastline. The result is more than an ad campaign, it’s a contribution to Chilean culture.

“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,” said Camila Plass, Marketing Director at Cerveza Corona.

“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,” said photographer and environmental activist Rodrigo Farías.

Due to its educational and artistic nature, the brand project debuted at Museo Urbano Tobalaba (MUT) with a free public exhibition, accompanied by the launch of a limited-edition book.