ERNESTO YERENA MONTEJANO DESIGNS ARTWORK FOR
RED BULL LATAGRÁFICA EDICIÓN II CAN
Chicano Artist’s Cultural Inspired Design Featured on Limited Edition Red Bull Cans
Yerena, who was born in El Centro, CA and currently lives in Los Angeles, took inspiration for his can design from Día De Los Muertos. “My interpretation of the word ‘energy’ led me to create a stylized image of the sun. To me, the rose represents dignity, butterflies represent migration, metamorphosis and the voyage, and fire represents energy and knowledge. The calavera is my representation of a Día De Los Muertos sugar skull. To me, the holiday is to celebrate life and death, which is meaningful because to celebrate death is to no longer fear it.”
Growing up in El Centro, just 15 minutes from the border of Mexico, Yerena lived and attended school in the United States but spent most of his free time with family south of the border in Mexicali. Constantly crossing the border gave him a unique perspective, and in his eyes, the best of both worlds with access to a U.S. education and the authentic cultural richness of Mexico. He began college at the age of 17 and has since earned his BA in Visual Communications. For several years, Yerena has worked as an artist assistant to Shepard Fairey of Obey Giant, and in 2008, he founded the HECHO CON GANAS (HCG) publishing project.
“Being from a small working class city, it is rare for people from my neighborhood to see themselves as someone who could make a living from their creativity,” said Yerena. “I think that when they see my Red Bull can at the store with the design created by me, a local artist, it might change their minds about art and the viability of making a living as an artist,” explains Yerena.
On his participation in the project, Yerena explains, “It was the legacy of the Red Bull brand within culture that convinced me to be a part of the project. I am very excited to know that my art will be produced in a large scale and to a broader audience and it is exciting for me to anticipate the amazing projects and opportunities that will come out of this,” he continued.