LA-based Mexican American artist, Mark Machado best known as Mister Cartoon, never imagined taking his street art to major international galleries and working with some of the the world’s best known companies. For Dia de los Muertos he is collaborating with Modelo to design a beer can, and a limited line of apparel. The brand, known as a beer brewed for those with The Fighting Spirit, has found in Mister Cartoon a perfect embodiment of that philosophy.
In an exclusive interview the respected artist shares how this partnership came about, his future plans, and offers motivational advice on how to go from a childhood of painting graffiti on bathroom walls, to now being featured on television commercials and having his designs showcased worldwide.

To honor the tradition of Día de los Muertos, Modelo has launched custom 24 oz. Model Especial and Modelo Negra LTO cans designed by Mister Cartoon himself, evoking classic Día de los Muertos motifs such as skulls and marigolds. This goes along an exclusive line of Día merchandise that fans can claim on ModeloUSAStore.com now through the holiday season.

Mister Cartoon or more commonly just ‘toon, began as a tattoo and graffiti artist in Los Angeles, California. Since the age of eight he realized he wanted to be an artist and went on his first paying art job at the age of twelve. Having grown up in the Harbor area of Los Angeles County, he began airbrushing T-shirts and Lowrider cars before adopting the “Fineline Style” tattoo art style, which was developed in the California prison system.

Machado designed the logo for Cypress Hill, and Eminem‘s Shady Records. He has tattooed the bodies of Kobe Bryant, Dr. Dre, 50 Cent, Eminem,  Method Man, Travis Barker, Justin Timberlake, Beyoncé Knowles, Danny Trejo, Lewis Hamilton, and Snoop Dogg.

In addition to tattoos, his work has been used by Nike, Toyota, T-Mobile, MetroPCS, the Los Angeles Clippers and in Grand Theft Auto.  Together with friend and frequent collaborator Estevan Oriol, he owns Joker Brand Clothing. It was in 2020 that he began collaborating with Grupo Modelo, being featured in one of their Fighting Spirit Modelo Beer television commercials.

HOMBRE: How did the relationship with Modelo come about?
Mark Machado aka Mister Cartoon: We had conversations for over a year back and forth, and then it took a year to do all the elements. Coming up with the logo, finding the vibe that Modelo puts out there to honor the dead, being able to celebrate those close to us that passed.
We decided how to approach it and a lot of rough sketches are sent. I’m working with the art department, so their people are educated. They know what they’re talking about.
Taking street art and putting it on a can is something that has never been done. I’m very honored. I already supported the brand before I worked with them, and that’s the beautiful part.

H: What were some of the challenges you encountered?
MC: It’s a challenge to stay within the parameters of a traditional company that has a long tradition of artwork, the logos are sacred. But I’m sort of used to that, dealing with brands like Nike, it’s very natural for me. I’m able to be me and they let me be me. They were creative with letting me put my artwork on apparel, or crazy signage inside liquor stores. They know this stuff is going to the hood, they know that the homies will be watching and we should make iconic artwork that reflects them. It’s a first for such a major brand to connect with street art. It’s a fun process. We’re a year out from the stuff you’re seeing now. It was designed a year ago, and right know I’m working on next year’s.

H: What were your inspirations, is it all based on Día de los Muertos?
MC: Yes, Dia is a big celebration, especially for Modelo. It’s their time to shine, to show out and people love it. If you go to Universal Studios there’s a giant area dedicated to it. And if you go to a concert, everyone has the can in their hands. It’s crazy that they have that open mind to connect street art style with such a traditional holiday.

H: What does ‘the fighting spirit’ mean to you?
MC: For me, as an artist, I’m a visual person so I want to visualize myself in the winning position I want. Right now I’m moving toward animation. I have to visualize it in my head already completed. I have to visualize it in merch already, I have to visualize people experiencing it. I do this in my head to see it and then I have something to push for. Knowing where you are going and having at least a rough go in your head keeps me pushing even when I’m tired.
I think that’s where the fighting spirit comes in. It’s pushing beyond your limits. Going beyond your comfort zone and having the confidence that you can do it. I almost have to fool myself sometimes that I can do it.

H: I imagine that fighting spirit has been a part of your life forever.
MC: Yes, as a kid I would carve on a bathroom wall to see my name out there. It’s a long way from writing on the walls and my mom scolding me. Now she’s living in a house that graffiti built. I hope when people think about the fighting spirit they also focus on service and helping out their loved ones in the community.

H: Did you imagine one day day working with a major brand like Modelo?
MC: No, I wasn’t that clear on my vision. The act of doing it was the goal. To be at a professional level and to be able to do something you love was my goal. I had no idea I would design for brands I already love, that I already experience. That is what I hope will motivate other people to do it. If they see I can do it, they can do it.

H: What advice do you have for people who admire what you have accomplished and want to reach a similar level of success?
MC: I would tell those people to find someone that is living the life you want to live, someone that is doing it and kind of mirror yourself after that person.
I have certain people in my life, my father, other artists, my mother, other people that motivate me. I keep them in my head and try to keep that level of quality up there. That’s what I would tell those creatives, to keep your quality level high. And to love what you do and to be ready cause it may take you places you never expected.

H: What would you say is the key to your success?
MC: That’s a great question. I would say my belief in myself, and repetitive practice. Doing the same thing over and over, usually when nobody is watching. Then, when it’s time for lights, camera, action, I’m ready because I’ve been practicing like a savage. It’s about being prepared for opportunity.

H: What other projects are you working on?
MC: I’m working on an animation right now with George Lopez, and it’s a dream come true.  And fine art. I’ve been painting canvases for over 20 years and now it’s coming to life where I will have art shows in Hong Kong, and New York City. I’m taking my low rider to Madison Avenue.
Artwork like mine it’s not going to be on a can for such a popular brand, its not normally supposed to be there.
That is the part of the fighting spirit that hopefully motivates others to live their dreams.

H: How was it working with Modelo?
MC: It’s been amazing. Modelo is a very experienced brand that has a lot of great people and artists working for them so they know how to keep it real.