To introduce five new brands from Target to our Hispanic audience we created the spot “más y mejor” /More and Better, a playful and fun piece where models and influencers dance to the rhythm of the super catchy theme “Un poquito más” by Captain Planet.
Working in collaboration with Creative Director Alejandra Garibay we created an Editorial Concept for "First Signs of Spring" an amazing Fashion Film published in Glass Magazine.
As anyone who’s spent time in a few fitting rooms knows, finding a great pair of jeans can take a little time—almost as much time as it can take to find your style, your voice, and really, yourself.
To launch Universal Thread, the new Target Denim Brand, and in collaboration with Vogue we created a video that inspires everybody to find a great pair of jeans doesn’t beg “Hey, look at me!” but rather states, “Hello, this is me.”
See the article here
Along my career my favorite projects always include real people with real stories, especially if you add kids to the mix, the result is always cute, pure and unexpected.
And that´s what we did with Mother NY in the first Cat & Jack campaign, a kids clothing line from Target. It was a process that I enjoyed from beginning to end; starting with the bi-coastal casting, the shoot in LA and the editing at Consulate in NYC. Great team, great kids, awesome experience.
Say Hi to Cat & Jack!
The Latin Billboard Awards are here! Move to the rhythm of bachata, salsa, cumbia or reggaeton but you have to dance to these reinterpretations of the classic “Oye como va” with the iconic and colorful TargetStyle filter. ¡Ritmo es lo que hay!
Cereales para Gente Genial
Genial empieza con G, y nuestros cereales General Mills están hechos con Gloriosos Granos integrales y el Gran sabor de ingredientes Genuinos.
The National Park Service turned 100 on August 25, 2016 and they gave Grey New York the task to find a way to bring millennials to the parks to join the celebration. That means that we had to make them leave the sofa, jump in a car and travel to the woods; not an easy task. We came up with #SelfiePioneer, an amazing idea that not only adds extra entertainment to their visit, also gives them the opportunity to make history.
A different celebration
Empty a stadium, fill it with feelings.
Johnnie Walker asked us to write a television commercial starring the ex Yankees Player, Jorge Posada. The idea was to use the commercial for both the general and the Hispanic market. We had to celebrate the success of his career, but Johnnie Walker had to be the main character in the story… After a lot of thinking and writing, we decided to recreate the extremely emotional moment when the player says goodbye to the stadium that has seen his triumphs during so many years.
The Johnny Walker team (directors/executives/account managers) loved it, and it was a success online and, on the huge screen at Yankees Stadium, a home run.
Helping women say what they have to say
L’Oreal wanted to create a special online platform where latinas could find specific content created based on their beauty needs and designed specifically for them.
Latinas in the United States love make up tips and celebrity gossip, but we wanted to create an inspiring message and an emotional connection with our girls. That’s how “Dilo con belleza” was born. It´s a platform that gives beauty advice to Latinas not just to help them look better, but also to show the world what they have to say.
What better way to amplify their message than with the perfect lipstick color?
Design by Javier Viramontes.
Disclaimer.
These pieces belong to a proposal created for the client by an agency. This is not part of the official campaign for the brand.
A strong drink for an even stronger generation
Last year, Jagermeister gave us an important mission. We had to communicate their brand for the first time to a new generation of bilingual and bicultural latino millennials that live in Texas and have built a strong identity that mixes the two cultures.
We created “Una Raza Única”, a campaign that celebrates their identity and identifies their values with the ones that Jagermeister represents. Jagermeister can´t be classified in an individual liquor category. It is a mysterious and strong mix of a lot of natural ingredients coming from very far, just like this new generation of Latino men; Una Raza Única.
Disclaimer.
These pieces belong to a proposal created for the client by an agency. This is not part of the official campaign for the brand.
Cutest Youtube family ever
Post asked us to create a new digital strategy for Honey Bunches of Oats based on the idea of “together is better”, inviting families to enjoy more moments together. In the era of Youtube sensations, we thought of the possibility of working with one of the characters that already had a lot of followers, but then we thought a little bit more and we got to this clear idea: we needed to create our own Youtube sensation.
This is how the Bunches Family was born, the faces of our campaign, made with cereals and a lot of love. Our idea was to make tutorial videos where the mom gives tips about activities to do with your family. In every video something happens and we see the real nature of the family.
Disclaimer.
These pieces belong to a proposal created for the client by an agency. This is not part of the official campaign for the brand.
The Hispanic culture is based in values that stay with us for generations and generations, strength and milk, are two of those values that are always with us.
The campaign SOMOS FUERTES features successful Latinos that inspire the community to use their strength and celebrate their hispanic culture. This serie of videos follows four characters in their everyday activities and opens a conversation about topics that all the latinos share.
When storytelling is a kid game
*Winner of the Multicultural Marketing and Media Awards
Best Healthcare Multicultural Campaign
It’s not easy to get creative with a pharmaceutical account (It’s even more difficult to sell it to the client) But we did it!! Caladryl is a medication used to treat itching and pain caused by minor burns/cuts/scrapes. It is also a long time friend for all moms in Latin America. Caladryl was now being sold in the States for the first time and needed to create an exciting way for moms to reconnect with a product that they respect while also bringing back good memories.
What did we do? We created three different bilingual stories for kids where moms are the heroes with a little help from Caladryl.
After decades using the famous milk moustache, it was time to do a rebranding. MILK PEP decided they would start by using a new name: MILK LIFE. The campaign had a nice message for the general market, but in Spanish it didn’t work at all. We had to find a way to connect with the Hispanic Community in an emotional way and adapt the content from the General Market without missing the look and feel and overall message.
What did we do? We created a powerful message to add to the name in English, MILK LIFE, what makes us strong, a way to celebrate the strength of the Latino community and establish milk as one of the most valuable foods for the Hispanic consumer in the United States.
If you want to move fast, don’t call them. Call Optimum
Three Brothers moving is the 2nd worst moving company on Long Island. And they are very close to become the #1. Now they have a web series and a commercial in Spanish. I brought the script to the mix and Olga the professionalism.
