Creative direction
Campaign ideas and senior guidance for work that needs to connect across cultures without feeling forced.
01 · Multicultural ideas
Ideas born
in culture.
Built to connect.
For more than 25 years, I’ve created original campaigns for brands connecting with U.S. Hispanic and Latin American audiences.
IDEAS✦
CULTURE
✦
The starting point
Culture isn’t
an audience filter.
It’s where the idea begins.
The strongest multicultural work starts with real human behavior: what feels familiar, what makes someone laugh, what earns attention, and what moves people to act. My work begins there.
Original campaign platforms
Big, ownable ideas created from the start for multicultural audiences—not retrofitted after the fact.
Cultural storytelling
Humor, emotion, talent, and human truths shaped around how people actually live and connect.
Selected work
Original ideas.
Culturally true.
A selection of original multicultural campaigns, platforms, and stories created for some of America’s most recognized brands.
01SView case ↗
Brand collectionSpectrum
Spectrum
DRTV · Branding · Digital
Benefit-driven storytelling across response, brand, and digital work, built for real Hispanic households.
02XView case ↗
Brand collectionXfinity
Xfinity
FreePass · Soccer Hacks · Branding · DRTV
Campaign platforms and product stories connecting technology, entertainment, and culture.
03KView case ↗
Digital campaignKia
Kia
Santa at Home
A holiday retail offer transformed into an ongoing social story starring Santa after Christmas.
04JIBView case ↗
Integrated campaignJack in the Box
Jack in the Box
SoccerJack
A brand icon reinvented for Hispanic soccer fans through online video, social, retail, and culture.
05SNView case ↗
Campaign collectionSprint/Nextel
Sprint/Nextel
Nextel. Ya. · TV · Radio
Humor-led television and radio that made instant communication clear, useful, and memorable.
06GMView case ↗
Campaign collectionGot Milk?
Got Milk?
Mega Dares · Social Documentary · Feed Your Inner Child
Playful campaigns that turned milk into entertainment, participation, and culturally relevant storytelling.
07TView case ↗
Capability · Selected workTranscreation
Transcreation
English ↔ Spanish · Multicultural Adaptation
A selection of campaigns recreated across languages and cultures while preserving their original intent, emotion, and impact.
08AView case ↗
Earlier workArchive
Archive
TV · Print · Radio
Individual pieces and favorite campaigns organized by medium.
Brand collections are joined by a selected view of transcreation as a creative capability.
From the big idea
Creative direction
& concept development
Original platforms and senior creative thinking grounded in culture, strategy, and real audience behavior.
Ideas & storytellingTo every execution
Integrated
multicultural campaigns
Connected ideas developed across television, digital, social, radio, print, experiential, and more.
Campaigns across channelsThe short version