I am an advertising and branding creative helping companies outsmart their competitor’s brand and products by excelling at planning, conceiving, writing and designing relevant ideas.
LATAM AIRLINES GROUP
The strategy called for was to announce the joined forces of the two largest air carriers in Latin America; Chilean LAN and Brasilian TAM with their combined routes as the main takeaway for travelers bound to South America living in US hub cities.
Created concept and slogan, wrote, designed, and co-art directed this outdoor and transit campaign that allowed this ad agency client to win the account pitch.
TRANSIT, OUTDOOR, BUS WRAPS. MOBILE and WEB were also utilized.
South African anti-hangover drink Springbac available in the US.
Conceptualized the whole campaign, from strategy, to it’s visual identity, typographic style. Lead the art direction, and wrote all the copy and headlines for every piece of branding material such as coasters, print ads, transit posters, taxi banners, and website.
During the campaign, I conceived the party animal characters to be live brand ambassadors that routinely visited the best South Beach night clubs mingling with patrons as they handed free samples and showed everyone how to have a fun time while being sober.
PRODUCT LAUNCH, ON-OFF PREMISE, and VIRAL CAMPAIGN
Renowned for its superior SLR camera division, and yet the Canon is brand was still vaguely recognized for their smart imaging and small office devices such as photocopiers, scanners and plotters.
So the essence of this magazine ad campaign was to highlight Canon’s quality across their entire product range, and precisely juxtaposing what otherwise would be their cameras, for office equipment as the central focus to create awareness.
Created the main visual idea and wrote campaign headlines and copy for these.
SOUTH FLORIDA CLASSICAL RADIO 89.7
Miami, a world class city without a classical music station. That was the case a while back, so when we learned that the newly formed Classical South Florida Public Radio was in peril of being shut down for not meeting its pledge drive, we determined that instead of making the typically exasperating on-air pledge one time donation campaign, www should do a pro-bono effort that multiplied our donations.
Within minutes the Facebook campaign of ‘He Too Will Be A Classic’ was created. Two different ads featuring Bach and Mozart’s wigs around famous pop stars Jay-Z and Justin Timberlake’s faces ran for a week, specifically targeting people with music interest.
The total campaign cost was almost zero while the number of contributions soared in that time frame. Happily for us, the station kept broadcasting as usual. And even if you are not in Miami, you can always listen to their great streaming service on the web, by clicking http://classicalsouthflorida.publicradio.org/
The concept for this ad “ENERGY DRINK” came from the elemental insight that: People in urban places constantly need energy drinks due to their perpetual stressful lifestyle.
So why not position Occidental Hotels as the all inclusive hotel brand that is the opposite of stress, allowing its guests to not only “DRINK ENERGY” but more importantly, offering each and anyone to Revive your Soul.
If that premise held true, then instead of asking the audience to STAY WARM, maybe they ought to choose a WARM STAY at any of our magnificent hotel destinations.
As passengers we all want to LAND SAFE but again, why not go to a SAFE LAND where one could have it all, feel much better and either conduct an all inclusive business or vacation trip instead.
RE-BRANDING, STRATEGY, BRANDING CAMPAIGN, WEBSITE, LOGO REALIGNMENT* *Each hotel had a different logo and unique color scheme at the time.
Scroll below to find samples of the Hotel logos, Before and After study
Sony needed its next “Walkman” that could reposition the company as a world class technology leader that it once was.
Enter XEL-1, the first commercial Organic Light Emitting Diode-OLED TV of its kind. It was crucial to introduce its breakthrough screen technology to non-English speaking audiences even if its price and size where really not practical or advantageous.
The campaign concept evolved around a sophisticated yet unassuming website that recreated the simplicity and innovation of this new TV technology.
Since launching this campaign, visits to the XEL-1 website still outnumbered at the time, all other Sony websites combined.
WEB BANNER TEASER CAMPAIGN, PRINT ADS, WEBSITE
Website commissioned by A.R.A. Foods for its Natura Chips.
Envisioned it to serve both purposes, as a purchasing platform for commercial buyers and end users.
The concept was to showcase a coast-to-coast ‘journey’ where gourmet natural chips were being served and enjoyed.
With a programmer’s help and our graphic team this website was conceived with a fixed-in-place panoramic background, while ingeniously ‘moving’ all photographed people and elements in the foreground.
This gave it a really cool 3D depth to the navigating experience. Just tap on any of the website tabs and have fun!
For the company’s 20th anniversary, Nailtiques wanted to rebrand their image and set the stage for the next 20 years. Here are some packaging design alternatives that made it from my internal rough design proposal.
Below the packages, there’s a magazine campaign written by me that ran on Vanity Fair showcasing the current (at the time) product packaging.
COPYWRITING, CAMPAIGN CONCEPT, PACKAGING DESIGN
BLACK & DECKER
Black & Decker were losing relevance due to aggressive competition and lackluster brand identity on Pan Regional Markets abroad.
Developed a branding campaign implemented in all internal and end consumer communications, promotions and advertising.
Conceptualized campaign and wrote copy for all ads and most of the collateral materials.
BRANDING GUIDELINES, BROCHURES, POSTERS, TEMPLATES, BANNERS, POP MATERIAL, EMAIL BLASTS
Getting Ahead in Life Graduate.
Hard Working Certified.
Doctored by Own Merit.
Point Of Purchase Display.
How a Professional is Defined:
Efficient. Earnest. Honest. Email for Internal Communications Campaign.
Be a Pro.
Be a Pro.
Tool Catalog Cover
Mazda renamed and or rebadged its models 2 and 323 as Allegro for some foreign markets.
So it was an opportunity to explore ideas for its lineup rebranding, so naturally all ads were musically themed. Here are: MOZART INVENTED | MAZDA PERFECTED’ and "‘EAR TRAINING’.
Also contributed with the campaign concept, layout design, art direction and copy.
Most Mexicans couldn't afford to travel by jet within their country, so a handful of low-cost air carriers such as ALMA, made that a possibility and the fastidious interstate bus travel experience became obsolete.
ALMA in Spanish means Soul so I intertwined the company’s name with its word meaning and created a strong brand awareness campaign, campaign theme and tagline, that told would-be passengers, that now traveling by jet was within their reach, thus ‘Everything's Possible with Soul’, meant that ‘Con Alma Todo Se Puede’.
The “Canta y No Llores”, “Sing and Don’t Cry” headline is taken from a verse of famous Mexican folk song ‘Cielito Lindo’, which implied that flying was a much happier experience than shedding tears traveling by bus.
These campaign board concepts made it to the general media almost unchanged and helped cement Alma as one the fastest-growing low-cost regional airlines.
One of Alma's 18 Bombardier jets inaugural landing.
Puebla-Tampico by Jet. Sing and Don't Cry!
No Need to Flying Low.
Leon to Monterrey 43 Minutes by Jet. Or 17 Hours on Bus.
The Law of the Wilderness. Now over these citie's skies.
Arrive Firstly. But One Must Know-How to Arrive.
Pretty Ladies. And Celestial Service Onboard.
Head title taken from the song "Pretty Ladies", "Mujeres Divinas".
Alma's Website Screenshot.
As the 2010 World Cup official sponsor, Sony needed to advertise its Bravia Home Theatre that could activate sales having soccer as the idea driver.
Developed and wrote a series of ads that successfully showcased Sony Bravia Home Theatre’s soccer experience.
The largest Nissan distributor in Central America, Saquiro was very receptive to my idea of branding each car model under a visual ‘umbrella’ and not as it was typically the case, with hundreds of ads that were both graphically and conceptually all over the place.
So in essence, a visual identity branding system was created for the entire model lineup, each specific model carrying its own color system and personalized slogan but ultimately all elements answering to a common branding visual denominator.
BRANDING GUIDELINE, AD TEMPLATES, POP, BROCHURES
Most folks wear shades to protect their eyes, but I thought it was more powerful to exploit the factual insight that almost everyone who wears sunshades actually hide their true personality and to certain degree, their intent behind sunglasses. This ad campaign written and designed entirely by me is an invitation to (Hide) Your Ego Beautifully.
MAGAZINE, POP, COLLATERAL
BOSCH & FHP
Bosch Group wanted a ‘modern look and feel’ for their Florida Heat Pump division as the industry’s advertisements and collateral material (including their very own) was perceived as outdated and basically without much visual appeal.
Therefore a re-branding effort was developed with a more organic, greener-earthy look and feel, differentiating it from the onset from all of its competitors while emphasizing on their geothermal offering.
Conceptualized some of the visuals, co-art directed all branding, helped develop some of the iconographic material as well as coordinated and supervised catalog printers and model makers for trade show installations.
Additionally, created concepts for both, Bosch Tankless Water Heater Division and Buderus brand utilizing their own in-house graphic guidelines seen below.
VISUAL GUIDELINES, COLLATERAL, TRADE SHOW INSTALLATIONS, TECHNICAL LITERATURE, END CONSUMER BROCHURES