Client: Cadillac
Role: Creative Direction | Art Direction
Assignment: Launch Cadillac XT6 with integrated campaign that celebrates the LatinX community.

Client: NASCAR
Role: Creative Direction | Art Direction
Assignment: Create 360 integrated Hispanic marketing platform for NASCAR.

Problem: NASCAR is primarily an all white sport and Hispanics don’t feel emotionally connected even though car culture is huge among their culture.

Hispanic Strategy! BRING OUT THE HEARTS AND MINDS OF RACING!

Idea: NascarTeMueve.com ("NASCAR Moves You"}.

TV: 30 second

So you still think NASCAR drivers are not real athletes? This 30-second spot, "Machine," shows off the athleticism of NASCAR leading men such as defending Sprint Cup Series champ Jimmie Johnson, Carl Edwards and Kasey Kahne. We see these leading men -- Mr. Johnson, Mr. Edwards, and Mr. Kahne -- pumping iron, riding bikes, jumping rope and kickboxing.

VO:      What is NASCAR?
             Is it determination…
             Or resistance?
             Is it discipline…
             Or performance
VO:       For us is the heart behind the machine.

Client: Kellogg’s
Role: Creative Direction | Art Direction

Assignment: Show bicultural mom’s how much Kellogg’s cares about their cultural identities and celebrates where they came from.
Solution: Get Hispanic moms living in the US to see Kellogg’s as the connector of their cultural identities by leveraging Kellogg’s strong and distinctive presence in both their (Hispanic & American) cultures.

Idea: Kellogg’s On Moms’ Tables Aquí y Allá

Client: Wingstop
Role: Creative Direction | Art Direction | Writer
Assignment: Develop TV for Hispanic market.

Idea: Donde el sabor encuentra sus alas.
Where flavor gets its wings

Hispanic TV campaign 60 second
Role: Creative Direction | Art Direction
Assignment: Create aspirational 60-second spot focusing on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as "Heroes."

Client: Marines
Role: Creative Direction | Art Director | DP
Assignment: Brand short film

First Lieutenant Drexel King shares his pride and honor in giving back to his community and encouraging younger students from his old high school to become leaders.

Client: Marine Corps
Role: Creative Direction | Art Direction
Assignment: 360 integrated campaign aimed at minorities and women to join Marines as officers

Problem: The Marine Corps has a decades old stereotype of being viewed as dominantly white men who enroll as a way to protect their country. This pride drives them to serve, but to minorities this message doesn't resonate the same.

Solution: Launch a multimedia campaign aimed at encouraging more minorities and women to join as officers with a message that speaks to the idea of protecting someone you love. A parent. A neighbor. A son.

Idea: Fighting with a Purpose, was intended to reinforce the broader notion of service — helping others who are in need. It was developed based on the insight that for the diversity prospect audience in particular, the idea of service applies to helping those in need wherever they may be at home or abroad. The campaign consisting of television, print, digital and mobile to increase Marine Corps brand affinity and consideration of service.

Client: Marine Corps
Role: Creative Direction | Art Direction | DP
Assignment: Brand short film for Marines Community Impact landing page.

Part of Fighting with Purpose Campaign
Captain Monica Meese goes back to Casa Grande, Arizona, where her family lives, to help her neighbors reach their fitness goals. She shares how her humanitarian missions inspired her to help others and the importance of discipline in her professional and personal life.

Client: ZRYTEC

Francisca Lachapel está lista para disfrutar su día al aire libre, aunque sufre de alergias. Sin embargo, ella tiene el remedio y toma Zyrtec que alivia sus alergias desde la primera hora. Ahora, nada podrá impedir su día.

Role: Creative Direction | Art Direction | Copywriting

Idea: Deja de sufrir alergias