I had the pleasure of working on the launch of the all-new 2024 Toyota Tacoma. This 360 campaign challenged the off-road icon during production, and it truly proved itself. Latinos don't always prioritize fun, and when they do, they don't often tell loved ones about it, especially if it involves activities that could be perceived as dangerous. (Latino moms can be overprotective!) That's the insight behind this campaign, where we see people having the time of their lives outdoors, but keeping some of the details to themselves.
Role - Creative Director.
Who knew a fortune teller could be a fun character to communicate all the things the future had in store for you if you switched to T-Mobile. This beloved character by Latinos helped us deliver a straight offer in a memorable way.
Role - Creative Director / Copywriter.
The Corolla, a Toyota bestseller, is not just one car anymore. These pieces are part of a social-first campaign for the Corolla Family, a lineup of cars that are young, stylish, and ready to help you tackle your 9-to-5 and whatever hustle you may have before or after.
Role - Creative Director.
This little project that came around once a year was a good one, always fun, and a couple of times rewarding. Gold Lion for Crying and a shortlist for Lineup among other awards.
Role - Copywriter.
Soccer is filled with superstitions, and perceiving yourself as a jinx may be the worst of them all. But true soccer fans aren't afraid to make the ultimate sacrifice to help their team achieve victory—even if that means not watching the game. Based on this insight, the Toyota Tacoma seemed like the perfect sidekick for those willing to go the extra mile (literally). With its amazing off-road capabilities, the Tacoma can take fans far away from the match, ensuring their team has the best chance of winning. This social campaign featured three self-proclaimed jinxes/fans who made the ultimate sacrifice during Copa América by getting as far away from their home teams as possible. Spoiler alert: it worked for one of them!
Role - Creative Director.
A fun set of parodies inspired by different TV show genres was created to communicate that Crest is a more modern option for oral care for Latinos instead of the other brand.
Interestingly, toothpaste purchases are often made without much thought; we tend to buy the same brands our parents used. Since Crest has limited brand recognition in Latin America, unlike its main competitor, it's perceived as a new option for Latinos who grew up there.
This insight drove the Hispanic market campaign, inviting Latinos to ditch their old toothpaste and switch to something more modern.
Role - Creative Director / Copywriter.
It was the middle of the pandemic, and the Gold Cup was going to be played without an audience. This meant soccer fans would have to save all that passion for the next time they could attend a game. That sparked the idea of having them use their passion and repressed soccer screams to play a fun, yet simple, game. The goal? Use your passion to take a Toyota truck as far as possible. The longer and louder the shouting, the farther the trucks would go over different terrains. There was a leaderboard, and at the end, a lucky fan won a brand new truck. Passion should never be contained!
Role - Creative Director / Copywriter.
A frozen foosball that melts as you play and rewards you with ice cold beer? A fun piece we made to bring to soccer games in a refreshing activation.
The spots are a celebration of the influence Latinos bring to everyday stuff in America, from music, to food, to sports, we refresh America, and Coors Light refreshes us.
Role - ACD / Copywriter.
When a company offers as many perks as T-Mobile, you get used to getting more. This fun project began with two soccer-themed spots created to run during the World Cup, featuring the talented Carlos Vela. We discovered he's a talented actor too! We also commissioned an original track for the campaign and had Sofia Reyes record it. She liked it so much that she released it as a single, so it was a no-brainer to write a script around her. The campaign continued through the holidays with two grandmothers competing to spoil their granddaughter, and then featured a couple enjoying a more luxurious vacation than they expected (an all-inclusive resort in the Dominican Republic is a great location, by the way).
Role - Creative Director / Copywriter.
A boring piece of information that comes with the product was transformed into entertaining content to enjoy, share, and dance to: The Popclik Instructsongs Manual.
Role - ACD / Copywriter.
A selection of radios I liked, some won awards, some were shortlisted, one I just like.
Denny's was undergoing a series of improvements, from remodeling stores and overhauling their menu to sourcing better, fresher, and more local ingredients. This called for a grand reintroduction! The anthem spot was the Hispanic market version of the total market campaign. Another component was a series of social videos highlighting some of the improvements Denny's was making to its menu.
Then the pandemic hit, and when people were not able to go to their local Denny’s we noticed they were posting about how much they missed going to their favorite diner, so we used Denny’s On Demand, to surprise some of them with their favorite dishes right at their homes.
Role - Creative Director / Copywriter.
"For Latinos, a car is more than just a means of transportation, and they are very loyal to Toyota. Many consider their cars an extension of themselves. So, as we were exploring concepts, the team came back with a simple, yet powerful, observation: the word "YO" (me or I in Spanish) is in the middle of "Toyota." These are four pieces from a social campaign that also included posts, snackable content, and a series of stickers reflecting people's interests, which could be requested online.
Role - Creative Director.
Delta Air Lines was the first sponsor of LAFC, shortly after the team was announced as the newest MLS franchise in Los Angeles. Delta was there before the stadium, before the players—just in time to start writing their story.
I was one of the regional creative directors overseeing initiatives throughout Latin America, in collaboration with Delta's partners in Brazil, Mexico, and Argentina.
Role - Regional Creative Director.
