A journey defined by the miles we share with our loved ones. Moments marked as mile markers that get us closer to each other. Hyundai’s new positioning puts the customer in the driver's seat while highlighting the supporting role of the brand throughout their life's journey.

A brand that once upon a time was perceived as distant, now connected at a deeper emotional level with a consumer that favors human interactions and values being represented in the stories portrayed.

Latinos tend to think that aging brings with it a set of almost expected disabilities, even consider some early signs of Alzheimer's as something that comes with age, missing an opportunity for earlier diagnosis, which could lead to a better quality of life for patients and their families.

In an effort to increase early detection of Alzheimer's and other dementias, the campaign aimed to convince Hispanic Pre-Care Partners to get their loved ones evaluated by a doctor as soon as they notice any signs of cognitive decline.

It celebrates the positive aspects of healthy aging while calling attention to the small moments they mistakenly see as normal that are actually signs of issues they need to address.

Dos Equis, a brand with deep Mexican roots, wanted more than another logo-with-music moment. It wanted to earn its audience’s attention and preference, and boost salience with young, bicultural U.S. Latinos through a music platform delivering authentic, meaningful experiences.

The opportunity: become the beer that fosters a generation of talented artists and cultural moments, true to Dos Equis’ values: be interesting, have depth, stay thirsty.

We called it Ni Perdón Ni Permiso. Not an apology, nor a request. A stance. Because for Latino customers, unapologetic self-expression isn’t a form of pride—it is pride. An attitude that makes the platform a natural fit for the Dos Equis narrative: great stories never start by taking the predictable route.

The Hyundai Tucson is a perfect fit for life's evolving stages. Embracing the concept of "rightsizing," the campaign illustrates how it seamlessly integrates into the lives of Hispanic consumers, regardless of whether they're upsizing or downsizing their lifestyle.

 As a contrast to life's small frustrations when things don't fit perfectly in everyday situations, the Hyundai Tucson symbolizes an ideal, effortless fit, through the convenience of unlocking the car with a tap of a watch, getting authenticated via a fingerprint scanner, and then getting a personalized welcome animation on a big screen.

For years, Houstonians saw Baylor College of Medicine mainly as a medical school. This campaign set out to change tat perception, inviting people to see Baylor for what it truly is—a powerhouse of innovation, discovery, and care that reaches far beyond education. A place where breakthroughs happen every day, and where tomorrow's medicine is already taking shape.

The 58th edition of the Houston International Film Festival - one of the world's oldest independent film festivals - needed a fresh identity to capture the emotional heart of independent cinema and re-engage a new generation of filmmakers and film fans.

The campaign's creative revolved around a world of vibrant, illustrated personalities - each representing a cinematic archetype or genre. From dreamers to outcasts, misfits to bold heroes - our "odd birds" became the face of WorldFest, honoring the beautiful weirdness at the core of independent film-making.

The characters - pulled from the early editorial work of a young local artist- capture the soul of independent cinema: unpredictable, human, and full of personality.

Hispanics are diverse and plural. They're one big group that's made of many. They all have different origins, skin colors, ethnic features and cultural nuances, but they all feel as one.

Their diversity is part of their heritage and identity, and makes them feel proud, strong, and connected as a community. Most importantly, their strong and diverse individualities are one of their biggest sources of inspiration.

And Unilever’s too.

For the Firefighters Foundation of Houston’s 2017 “Keeping Houston Strong” fundraising event, Draëger—leaders in protective gear and breathing technology—launched a bold and cinematic poster campaign with one clear goal: raise funds to equip real-life heroes with the tools they need to save lives.

Visually rich and emotionally resonant, the posters ran across community centers, fire stations, and key event spaces to drive awareness and donations. By positioning Draeger not only as a provider but as a protector of protectors, the campaign became a rallying cry—reminding Houstonians that their firefighters deserve more than admiration—they deserve the best gear possible.

In 2021, Bank of America wanted to increase awareness of its program Better Money Habits as a source of guidance and empowerment to Latinos in relevant and accessible ways so that they could make progress in their financial lives.

While optimistic and driven to push forward, Latino Millenials need assurance that financial health and growth is not complicated or risky, and that they could take small steps that make a big impact on their livelihoods.

This campaign was meant to make financial strategies something less intimidating by presenting simple ways to improve finances that involve day-to-day situations, establishing Better Money Habits as an easy way to help them achieve better financial health.

¿A campaign that CAN-DESCRIBE-PERFECTLY-HOW-SPECIFIC-AND-UNIQUE-OUR-CUSTOMERS-AND-THEIR-NEEDS-ARE?

Yes, that’s exactly it.

Through lip-sync, the campaign puts the Sleep Experts in the shoes of their customers by borrowing their voices, showing they listen and understand customers' needs, while highlighting the convenience of knowing you can find the perfect mattress for every need, no matter how it's expressed or described.

For POP and social elements, the headlines were created with compound words made out of several words describing the very unique mattresses that our very unique customers needed.

The following videos showcase my ongoing exploration of generative AI across visual, video, sound, and music.

These creations are primarily developed for internal presentations—used to inspire, provoke, and demonstrate the potential of emerging tools in creative storytelling and sensory design.