I specialize in building brands from scratch. I also create integrated campaigns for well established companies. If your brand improves the life of others, I'd like to help.
LATAM AIRLINES GROUP
Outdoor and Transit Campaign
As part of the overall strategy and to implement the “off premise” advertising effort, a Springbac page was developed in Myspace. An attractive young woman was hired to be the brand speaker throughout the social network.
This pretty face had the task of going to the best clubs in South Beach and have her pics taken with the most ardent and frequent party animals. Without giving away her identity she handed her business cards to patrons with a Springbac/Myspace address as the only way to reach and learn more about her.
Visitors to the page could download photos from the previous night and add her as their new friend; increasing the number of web page users to promote future events related with the brand. Meanwhile the party animal characters from the main campaign were introduced as new friends. Check out amusing guerrilla activities.
Here the task was to give consumers with a restricted budget a reason to buy a scanner for their small office. The primary idea was to use a digital folder icon as the idea driver as this embodied the true functionality of the scanner. Sometimes less is more. Simple and very cost-effective, Canon decided to run the alternate options as well.
SOUTH FLORIDA CLASSICAL RADIO 89.7
A few years back when the only classical station went off the air, we truly missed it. Imagine, a world class city without classical music radio. So when we learned through the airwaves that the recently formed Classical South Florida Public Radio was in peril for not meeting its pledge drive, action was taken. Instead of making a single donation it was quickly determined the best way to help was to multiply the station’s effort by requesting more donations.
Within minutes a Facebook campaign was created “He too will be a Classic”. The two different ads featuring Bach’s and Mozart’s respective wigs around rapper Jay-Z and pop star Justin Timberlake’s faces, ran for seven days specifically targeting people with music interest.
The total cost was minimal and the number of contributions soared. Happily the station is broadcasting as usual and if you are not in Miami, you can always listen to their great streaming service on the web, just go to http://classicalsouthflorida.publicradio.org/ and remember all donated tax deducted dollars will be music to their ears.
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. We envisioned it to serve both as a buying platform for both commercial buyers and end users.
The concept here is to literally represent a flavorful trip across the US from California to Maine where everyone will be enjoying these delicious gourmet natural chips. Although the complexity of the production proved to be a challenge.
The background in each product page is ingeniously moving at a different speed than the subjects and elements, giving it a 3D depth the field feel to the whole composition. All images were composed and photographed separately as only a few actually were real.
Natura website is currently deactivated :(
NAILTIQUES PACKAGING DESIGN
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.