I am an advertising and branding creative helping companies outsmart their competitor’s brand and products by excelling at planning, creating, writing and designing relevant ideas.
LATAM AIRLINES GROUP
Created, designed, and co-art directed this Outdoor and Transit Campaign while writing both, headline and body copy that allowed my ad agency client to pitch and win this important and profitable business account.
ON PREMISE, POP and VIRAL CAMPAIGN
Created this branding campaign. Wrote each one of dozens of headlines for all the campaign elements such as coasters, posters, stickers, print ads, transit, etc,. Also conceived the visual identity and typographic style and lead the art direction, minus the packaging design.
As part of the overall strategy and to help implement the off premise advertising effort, a Springbac page was developed in what it is now “pre-historic” Myspace. LOL!
Brand ambassadors dressed as Party Animal characters represented by Wild Game heads, routinely visited the best South Beach night clubs and mingled with patrons as they handed Springbac/Myspace business cards and free samples.
As a brand, Canon is renown for its superior SLR camera division and yet the brand still is vaguely recognized for their smart imaging and small office devices such as photocopiers and scanners.
So the essence of this campaign was to highlight Canon’s quality across their entire product line, even when would-be consumers didn’t know a whole division of office products did exist.
I created the main visual idea, by supplanting the typical camera with a different Canon product. Also wrote all campaign headlines and copy on these two ads (above and below).
SOUTH FLORIDA CLASSICAL RADIO 89.7
Imagine, Miami a world class city without a classical music station. So when we learned that the newly formed Classical South Florida Public Radio was in peril for not meeting its pledge drive, so instead of making a typical one time donation, it was determined as a Pro-Bono that the best way to help this station was by multiplying 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 Jay-Z and Justin Timberlake’s faces ran for a week, specifically targeting people with music interest.
The campaign total cost was almost zero while the number of contributions soared. Happily the station kept broadcasting as usual and if you are not in Miami, you can always listen to their great streaming service on the web, by clicking http://classicalsouthflorida.publicradio.org/
These wonderful people have many outstanding all-inclusive properties throughout the Caribbean and Spain but required a simple platform to communicate their varied hotel offerings to different target groups. We also updated their identity for each hotel chain and unified a common slogan to for all the sub brands. We disseminateda very powerful idea in all of their communications, merged color logos and for the first time this hotel chain had a superlative message and voice that resonated with their audience and guests.
Sony was in need of the “next Walkman” that would reposition the brand as a world class technology leader. 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.
The concept was tied to a web banner teaser campaign paving the road for a series of print ads in major Latin American newspapers. All efforts evolved around a sophisticated yet unassuming website that recreated the simplicity and innovation of this new TV.
Since launching the campaign, visits to the XEL-1 website still outnumber by a landslide all other Sony websites combined!
Unfortunately the website was removed and the product discontinued
Branding website commissioned by A.R.A. Foods for Natura Chips. I envisioned it to serve both, as a purchasing platform for commercial buyers and end users.
The concept was to showcase a coast-to-coast ‘flavorful journey’ where gourmet natural chips are served and enjoyed by everyone.
With a programmer’s help and my graphic team I conceived this website’s fixed in place panoramic background, while ingeniously moving the all photographed people and elements in the foreground, thus giving 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 bold packaging design alternatives.
BLACK & DECKER
Highly-recognized Black & Decker toolmaker was losing relevance due to aggressive competition and irregular brand identity on Pan Regional Markets abroad.
A consistent brand identity was developed for world-wide implementation for all communications, promotions and advertising. While respecting and working around the brand’s logo, we designed and planned guidelines, brochures, posters, banners, templates, email blasts plus many POP pieces surpassing the client’s initial request.
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
Allegro by Mozart. Perfected by Mazda.
Most people couldn't afford travel by jet within Mexico. A handful of low-cost air carriers such as Alma, made interstate bus travel obsolete.
Alma in Spanish means Soul so I intertwined the company name of this airline with the meaning of the word, to create an immediate and strong brand awareness message telling audiences that traveling by jet was within reach, thus "Everything's Possible with Soul", "Con Alma todo se puede" slogan was born.
This ad's title and payoff (on your left) “Canta y No Llores”, “Sing and Don’t Cry” is taken from a verse of famous folk song Cielito Lindo, implying that flying is a happier experience than shedding tears when traveling on a bus.
These campaign concepts, left and below, plus the logo (mostly unchanged) made it to the general media, making Alma one the fastest-growing low-cost regional airlines at the time.
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".
One of Alma's 18 Bombardier jets inaugural landing.
Alma's Website Screenshot.
As the 2010 World Cup official sponsor, Sony wanted ideas for its Bravia Home Theatre that could activate sales by driving the message that experiencing soccer on a Bravia is better than reality while capturing Bravia’s brand essence: Color and Sound.
Within a tight deadline, a series of relevant soccer-based ideas that fans could embrace were developed to successfully showcase Sony Bravia Home Theatre soccer experience at home, streets and even stadiums like. no. other.
PROJECTS / OTHERS
People use shades essentially to protect their eyes, but we discovered a great behavioral insight; which is that a lot of folks hide their true personality when they wear sunglasses, simply because they feel they can go by unnoticed and do or say what otherwise they would not dare without dark glasses. So we decided to expose those type of persons who choose our brand.
BOSCH + FHP
For Florida Heat Pump a division of Bosch Group, I created, developed, wrote and visualized most of the marketing material from Graphic Guidelines, Collateral and Trade show installations. All Technical Literature was developed with an organic, greener-earthy look and feel differentiating it from all of its industry competitors while bringing relevance to the brand and its geothermal offering.
Bosch Tankless Water Heater Division and Buderus brand have also benefited from insightful concepts as well.