The traditional parades during the San Sebastian Street Festival in Puerto Rico, are led by exaggerated "papier maché" masks called Cabezudos (Big heads).

By following the traditional process of clay molds and "papier maché", Medalla Light created two Cabezudos with a built-in electronic screen that showed in real time selfies submitted to Instagram, under a custom hashtag.

The Cabezudos 2.0 grasped everyone's attention at the brand's parades during the festival, twice a day during 4 days.