Creative Direction / Concept Development / Bilingual Copywriting / Multicultural Strategy
X
Brand collection · Comcast Xfinity
Xfinity
Campaigns
Technology and entertainment,
made culturally relevant.
FreePassSoccer HacksBrandingDRTV
The opportunity
Connect the product
to real identity.
Across entertainment platforms, soccer culture, brand storytelling, and direct-response work, the campaigns helped Xfinity connect with Hispanic and bicultural audiences through recognizable behavior, cultural insight, and clear product benefits.
Each campaign began with a different business need, but shared one principle: technology matters most when people can immediately see how it fits into their lives.
Two languages. Two cultures.
One complete audience.
The collection
Four ways
into the brand.
From broad cultural platforms to sharply focused product stories, each area used a different human truth to make Xfinity relevant.
01Entertainment platform
XFPFreePass Latino
Celebrating Latin culture through free, on-demand entertainment during Hispanic Heritage Month.
2016 · 2017 · TV · Print · Social · View case ↗02Fútbol & entertainment
XSHSoccer Hacks
Using humor and cultural insight to help passionate fans balance everyday life with the matches they refuse to miss.
Online video · Social · Soccer culture · View case ↗03Brand storytelling
XBBranding
Human stories and memorable characters that make Xfinity’s role in everyday life feel clear, relevant, and personal.
TV · Characters · Product stories · View case ↗04Product & response
XDRDRTV
Turning product benefits and competitive advantages into clear, relatable stories designed to drive action.
Internet · Entertainment · Offers · Response · View case ↗BOTH
WORLDS✦
WORLDS✦
Because I Can
Fully Hispanic.
Fully American.
As cord-cutting continued to rise, Xfinity needed to reach bicultural Hispanics who consumed content in English while remaining deeply rooted in Hispanic culture.
The campaign celebrated that duality—moving naturally between languages, roles, music, and entertainment choices. It reflected a generation that did not have to choose one world over the other.
Xfinity Internet / Xfinity TV / Xfinity Latino
TV / Online Video / Digital / Social / Print / Radio
Silver Effie / Jay Chiat Award / Cannes Lions Shortlist / Wave Gold & Bronze
Don’t be
spoiled.
Built around spoiler anxiety, the launch encouraged audiences to catch up before someone ruined the ending.
Life goes on.
The match does too.
Playful hacks helped passionate fans keep up with the game while navigating the interruptions of everyday life.
Next collection
GM