Selected ad campaign work

Latina Equal Pay

A logo inspired by drawings and glyphs from pre-Hispanic cultures in Latin America and Central America. The font Kawak, designed by Javier Viramontes, is a sans inspired by Mayan glyphs from the Tzolk’in ritual cycle. Kawak marries modernist typographic tradition with pre-Hispanic formalism.

The 'Sin Igual' campaign ("Like No Other" in English) celebrated the profound pride and cultural bond shared by Jägermeister and the Latino community. It marked Jägermeister's inaugural campaign targeted at Hispanics. We worked with award-winning photographer Stefan Ruiz to capture images of the brand's Hispanic consumers and created experiential events in LA, NY, and Houston. I led design efforts, overseeing everything from event napkins to the microsite, collaborating with a team of designers, and managing multiple creative iterations over months.

Johnnie Walker tasked us with transforming the "My Label is Black" TV concept into a comprehensive 360-degree experience, centered around social media. Leveraging Johnnie Walker's iconic bottle as the campaign's creative centerpiece, we implemented a total market strategy, rooted in Hispanic insights. The campaign, deployed across key U.S. markets, encompassed television, digital, social media, out-of-home, and radio components.

I led creative concept, art direction, and illustrations for Cigna's social media content at MRM//McCann, with animation by Cameron Gabrys.