Multicultural Creative Lead / Creative Director
With extensive experience in shaping and driving marketing strategies for the Hispanic market, I bring a unique blend of creative vision and strategic insight. My expertise lies in crafting compelling, culturally resonant narratives and leading the development of Spanish-language advertising that aligns with broader brand objectives. I have a proven track record in guiding the evolution of marketing initiatives, from concept to execution, while optimizing efficiencies through in-house production, delivering results that are beyond what were expected. My goal is to continue building impactful campaigns that resonate deeply with diverse audiences, leveraging my bilingual proficiency and deep understanding of Hispanic culture.
More than a transaction:
"More Than a Transaction" is a heartfelt campaign by Remitly that highlights the individuality of every customer. While most companies think all Hispanics are from Mexico, At Remitly, we recognize and celebrate your unique qualities, values, and the meaningful connections you maintain with loved ones and your own culture. We produced 10 spots for the Latin America market, 10 spots for the Mexico and Central America and 10 for the Philippine audiences.
Same concept. Different countries
The same concept of how each country has its own phrases. From Mexico to Philippines, one immigrant insight that is universal
I am here
This campaign plays on the universal truth that all immigrants face: We left. and we are here for the ones we left home. We crafted the same idea and targeted to 3 different audiences: LAC that speak English first, LAC that speaks Spanish first and PHL in Taglish
Sudándola (sweating the shirt)
This is the last TV spot shot in Mexico as an ode to all the immigrants that are working hard for the people they left back home.
“I did It”
Before I took on as a Creative Lead for AutoZone, the account was about to leave Havas. In Fact. Havas had already lost the account. My ex boss gave me 3 months to do something. Well… We kept the account at the agency for 2 and a half more year with never before seen results for the client. My ex boss left. The client Stayed.
First thing was understanding the client’s needs. Switch the strategy to empower consumers, instead of talking about ourselves. Then we developed simple, very hard working spots. Simple. Smart. Relevant. And Total Market.
6 seconds is enough.
When your clients use your name as a synonymous for solution, you get to do simple, fast, fun and effective spots. And also, in Spanish is pronounced AutoZón, with an accent.
This is how you do Multicultural.
Way more than just translating. Take an insight that is universal and execute.