A SELECTION OF IDEAS EXPLAINED
THROUGH STRATEGY, CONCEPT AND EXECUTION.
La Comer. Miércoles de Plaza
The challenge
Stand out in a retail category dominated by price-driven communication.
The problem
Every supermarket claims lower prices and better deals, making the conversation feel increasingly the same.
The approach
Shift the focus from price to product quality.
The idea
Create an experiment where children between 4 and 6 years old selected fruits and vegetables without help from their parents, proving the quality was so consistent that even kids could make the right choice.
Execution
A social experiment filmed inside the store, capturing both the children’s choices and the parents reactions.
Why it works
Instead of competing louder on price, the campaign reframed value through trust and product quality.
My role
Led the strategic direction, developed the core concept, and guided the idea from insight to execution.
Redefining retail value
McCormick Mayonnaise & Tito "El Elotito"
The challenge
Reconnect McCormick Mayonnaise with younger audiences who perceived the brand as traditional and outdated.
The problem
The category relied heavily on functional food advertising: dishes, ingredients, and product shots. Everything looked the same.
The approach
Move away from product-centric communication and build a character-led platform capable of giving the brand a more contemporary voice.
The idea
We created a character built entirely around the product’s most distinctive attributes: taste, texture, and personality.
The process went far beyond execution. We developed the character’s identity, tone, psychology, behavior, and narrative universe to create something audiences could emotionally connect with.
Execution
The character became the center of the campaign ecosystem across films, social content, OOH and brand communication.
Why it works
The campaign transformed a functional product into an entertainment-driven brand asset, allowing McCormick to connect with younger audiences without losing loyal consumers.
The character resonated strongly enough that McCormick U.S. requested its adaptation for their own market. At the same time, the campaign helped strengthen the brand’s position in Northern Mexico, where competitors had historically dominated the category.
My role
Defined the creative and strategic direction, developed the platform behind the character, led the conceptual process.
Brand repositioning
McCormick & Mexican National Team
The challenge
Launch a World Cup campaign after becoming official sponsor of the Mexican National Team.
The problem
The initial direction focused on “the flavor of the World Cup”, a predictable and forgettable approach within the category.
The approach
Shift from food advertising to football culture.
The idea
“No Van Solos”. A platform based on a simple brand truth: with McCormick, nothing goes alone. Its products accompany and enhance everything they touch.
As a sponsor, the brand would stand with the team the same way fans do.
Execution
A film portraying tense match moments where people seem absent, only to reveal they are fully present, emotionally invested, united behind the team.
Why it works
It connects a functional product benefit with a cultural truth: in football, neither the team nor the fans ever stand alone.
My role
Defined the creative shift away from a conventional brief, developed the core idea, and led its execution ensuring alignment between brand, culture, and storytelling.
