[Your name] — Senior Art Director. [X] years directing brand identity, campaigns, and content for [industry/category] brands. Currently based in [city/remote], looking for my next challenge at an agency.
P&G Global — A Mexican lotería game that turned a laundry claim into a cultural moment.
View case →Sanofi / Sinuberase — Edutainment content that turned probiotics into a feeling.
View case →P&G Global / Ariel — A nostalgic, fun-to-watch battle between moms and stains.
View case →Sanofi Global / Aderogyl — Turning a multivitamin into a daily shield for the immune system.
View case →Casa Pedro Domecq / Brandy Presidente — Collectible bottle editions born from street sign-painting culture.
View case →P&G Global / Oral-B — Everyday Mexican moments of doubt, resolved by Criss Cross and Oral-B 100%.
View case →Communicate Ace Oxígeno Activo's new benefit in a way that was entertaining, memorable, and deeply Mexican — not another product demo, but something audiences would actually want to watch.
In Mexico, stains aren't just dirt — they're the fingerprint of home cooking. Mole, chile, red salsa: every dish leaves its mark, and every stain has a story. And behind every battle against that stain, there's almost always a quiet heroine: mom.
We turned the most feared stains in Mexican kitchens into cards of our own lotería — an intimate, communal, instantly recognizable format. Each card gave a distinct personality to a stain, rendered in a popular Mexican illustration style (saturated colors, handcrafted linework, typography inspired by the traditional lotería deck) that turned product performance into a cultural game. And at the center of that deck: mom, the one who always wins.
We made a new product technology believable without falling into the usual technical pitch — by telling its story in a way that was entertaining, memorable, and deeply Mexican.
Create a different kind of communication for a colitis medication, one able to relevantly and creatively convey its main benefit — billions of probiotics that soothe the gut — without falling into the category's usual clinical language.
For Mexicans, having colitis at least once a week isn't the exception, it's almost the norm — a result of diet and daily lifestyle. What's missing isn't medication, it's real education on how to care for the colon, beyond simply masking the pain.
We made the probiotics the brand's visual protagonist: their shape, color, and movement became the language of a new sensation — peace. That's how the "Gut Peace" concept was born. We brought it to life through snackable content with its own narrative twist: scenes that look, at first, like they're from a wellness and relaxation spot, until they reveal their protagonists are actually living the everyday situations that trigger their colitis.
A 360° campaign that educated audiences on what colitis is, how to recognize it, and how Sinuberase helps restore gut peace — through edutainment content with a visual identity that was catchy, entertaining, and completely unlike any other probiotic communication on the market.
Communicate, in a fun-to-watch and different way, the evolution of Ariel detergent through its new technology — meant to be the true star of the communication: its bio-foam.
In Mexican families, mom fights the battle against every stain. And there's a deeply rooted belief: "more soap, better wash." That's where Ariel's opportunity lives — with its new bio-foam, any stain comes out without having to punish clothes with excessive amounts of detergent.
We brought a battle to life — literally, a battle between moms and stains. On this battlefield, the bio-foam acts as the main weapon against every kind of stain, across a cast of characters: from the kid who plays soccer and comes home covered in grass and mud, to the office worker who stains his beloved shirt with salsa. To connect generations, we brought back a nostalgic icon from Ariel's 80s commercials: the wooden bucket, the "Chaca Chaca" — a direct nod to the brand's evolution over the years.
Ariel achieved a strong purchase uplift in the local market, with audiences responding positively to the product's evolution. "Battle Against Stains" became a memorable, fun-to-watch campaign with a strong nostalgic pull for Mexican families.
Aderogyl needed to remind consumers of the importance of taking their multivitamin consistently — communicating its three key vitamins (A, C, and D), how easy it is to take in ampoules, and its role in protecting the immune system for whatever the day brings.
The average Mexican is exposed to dozens of challenges to their immune system in a single day: sudden weather changes, crowded public transit, long workdays, little rest. But culturally, health only gets attention once it already hurts — "toughing it out" is the norm, prevention isn't. And when it comes to vitamins, there's even less clarity: which ones to take, when, and for how long. Aderogyl had the opportunity to shift that relationship — from solving the problem to preventing it.
We portrayed Aderogyl as a shield — daily protection against the unexpected things that test the immune system. That "shield" concept became the central visual asset across all communication, from TVC to digital pieces and OOH, giving the brand a consistent identity that was easy to recognize at every touchpoint.
With edutainment pieces explaining how, when, and how much Aderogyl to take, the brand achieved a sustained increase in sales during the campaign period, while also strengthening its role as a reference for prevention — not just treatment — within Mexico's multivitamin category.
By 2024, Brandy Presidente was already the best-positioned brandy in Mexico's popular, neighborhood culture. With that standing, the challenge was to go further: drive sales through special, collectible editions that connected authentically with people, culture, and the streets of Mexico — not just a new product, but a piece of identity.
Brandy Presidente's core consumer is Gen Z, working-class and popular youth: kids who grew up between the neighborhood and social media, for whom pride in local culture isn't hidden, it's flaunted. This is the generation that reclaims the popular — the hand-painted signage of the corner store, the phrases shouted over the dinner table, the "échate otra" ("have another one") that's practically a social ritual — and turns it into identity, fashion, something worth collecting and sharing. For them, drinking Presidente isn't just about enjoying brandy: it's about belonging.
We took the visual codes of the Mexican street — hand-painted signage, urban textures, and phrases only a Mexican would recognize as their own — to create editions that reflect neighborhood pride. The finishing touch was bringing in Mexican sign painter Gio Bautista, who brought each bottle to life with handmade, "chida" (cool) phrases, carrying all the authenticity of traditional sign-painting craft.
The edition became a cultural phenomenon: influencers, music festivals, and street markets across different cities organically joined the conversation. Brandy Presidente went from a well-liked brand to genuine brand love on everyone's lips — people collected labels and merch, becoming "Presifans" who promoted the brand completely organically.
Communicate the launch of the Criss Cross toothbrush and the new Oral-B 100% toothpaste in the Mexican market, through culturally relevant, entertaining, and easily recognizable situations for the audience — without losing sight of the new technology behind both products.
In Mexico, first impressions matter enormously: you want to look and smell your best when meeting someone. And we also love a good piece of gossip, told up close, in full detail, with a thousand gestures and expressions. Both of these deeply Mexican social rituals share the same requirement: confidence. Knowing your breath is fresh and your teeth are clean, so you can lean in without hesitation.
That's how the "Come Closer with Confidence" concept was born: deeply Mexican situations where the protagonists live through that "moment of doubt" — do I have good breath? did something get stuck in my teeth? — right before approaching someone else. Even though filming took place in Brazil, the creative challenge was making every detail — art direction, casting, visual assets — feel genuinely Mexican. The color palette fully respected Oral-B's branding, ensuring consistency and brand recall across every piece. The products were brought to the center of the frame at key moments — brushing, the confident post-use smile — so that Criss Cross technology and the 100% toothpaste literally became the protagonists of each story's "before and after."
The campaign rolled out fully across TVC, digital content, OOH, and point-of-sale POP, achieving consistent 360° communication in tone and aesthetic. "Come Closer with Confidence" connected with everyday, universal moments for the Mexican audience, positioning Criss Cross and the 100% toothpaste as trusted allies in the daily oral care routine.
[Your name] is a senior art director with [X] years of experience leading brand projects at agencies including [agency 1] and [agency 2]. Her work has been recognized with [award or mention, if applicable].
She sees art direction as a strategic discipline: it's not just about making something look good, it's about making it say the right thing, to the right audience, at the right moment.
Outside the studio, [brief personal interest that adds some personality].