This is my profession.

An advertising portfolio

Since a young age, I’ve had a fascination with: Store Windows, Signage, Brand Logos, Packaging, Photography, Fashion, Street Advertising, Billboards, TV Commercials, Variety Shows, Magazines and Illustrated Encyclopedias.

This love for combining “Art and Copy” took me to the world of fine arts, to something called New Genres, which is a good way to say “everything goes”.

Then, the Internet happened and that gave me the chance to start working in something that, strangely, I quite enjoy; Advertising.


Brand: Cheetos

Deja Tu Huella

My role within this campaign was a creative strategist. Building the next Hot Cheetos creative platform, aimed at Hispanic audience, without alienating Cheetos' general consumer.

Cheetos Deja Tu Huella

Within the brief we were shown MC Hammer’s, “Can’t Touch This” Cheetos Superbowl commercial. This is where it all started. If Cheetos is mischievous fun, Flaming Hot Cheetos need to be mischievous fun with a purpose. Instead of saying CAN’T TOUCH, we would say DO TOUCH.

Bad Bunny Cheetos Deja Tu Huella

This concept translated perfectly to saying in Spanish that is “Deja Tu Huella”, or leave your mark.


Brand: The Wild Detectives

Shequel

A collection of rewritten classics in which women have the leading role. A gender bender book collection.

This is how this idea was born.

Shequel The Little Princess

Here I played the role of instigator. I was asked by my then boss Ciro Sarmiento to pitch ideas that could follow the path of success that Litbaits had had. The insight I brought to the group came from a thread I had read on Reddit about a universe of fans altering or adding to the written stories they loved.

The Great Gaby
Olivia Twist

During that period the The Metoo movement had already exploded. The issue was important in consumers' minds.

I asked the creative group, what if we took written classics, free of copyright, and rewrote them under the point of view of a female main character.

Draculess
The Invisible Woman

I also played an important role in the direction of the digital assets made to inspire readers and upcoming writers to the importance of having more women characters in the lead role.

A part of all the digital assets created, we also rewrote and printed a 1000 edition book of Jules Verne’s classic Around the World in 80 Days with a new heroine: Phoebe Fogg. The book was donated to the Dallas ISD. These books now sit in the libraries of Dallas schools.

Juliana Cesar
Frankenstella

You can read “The Adventures of Phoebe Fogg in Around the World in 80 Days” here.

One Show / Merit / Intellectual Property - Physical Product
Cannes / Shortlist / Brand Experience & Activation
Cannes / Shortlist / Print & Publishing
El Ojo de Iberoamérica / Bronze / Design / Editorial
Creativity Online Top 5 Ideas of the Week

The Adventures of Phoebe Fogg in Around the World in 80 Days

Brand: The Wild Detectives

Litbaits

One afternoon Raul Mendez dropped by my desk. He had been tasked to take something he was doing on his own and apply it to one of the brands within the agency's roster.

One afternoon Raul Mendez dropped by my desk. He had been tasked to take something he was doing on his own and apply it to one of the brands within the agency's roster.

Two Sides to a story

In his free time Raul had created great landing sites on Medium. That took advantage of how Medium created beautiful metadata for sharing that content on the social web. These posts incited people to click on a clickbait link. This would take them to a landing site where it was revealed to them that they had fallen into a clickbait trap.

So, we had the client, we had the platform, we had the method but, we did not have the content. Here it’s where I asked Raul what if we used public domain books? He then proceeded to download a free ebook from the Internet. Copied the whole content. Went on Medium. Created a post. Pasted the content of the ebook. He pressed published. And, it worked.

That is how this campaign was born.

You fell for the bait, now fall for the book.

Facebook Awards
Cannes Lions 2017 / Bronze / PR
Cannes Lions 2017 / Bronze / Cyber


Brand: Petsmart

Groomed With Love

At that time the agency had a shortage of talent and needed a Creative Director for this account. The agency was tasked with the brand’s digital marketing, so they thought I would be a good fit for the role.

Groomed With Love was created after receiving a brief asking us to help with: a) Getting consumers to trust their groomers and b) to get new consumers to book a grooming appointment for their pet.

Groomed width love
Groomed width love
Groomed width love
Groomed width love
Groomed width love
Groomed width love

We created a large series of content that ranged from video portraits, candid video interviews and photography created with the objective to turn these to Facebook ads and organic content.

Grooming Icons