Man with Determination
Business Problem: Create a Hispanic Story made with Superbowl spot footage.
Creative Solution: Made a tough guy’s biggest flex his soft spot: his wife. The comic twist outperformed competitors by 31% and Kia’s English campaign by 40%.
My Role: ACD, Edit & VO Direction
Angelito
Business Problem: Make 4 Wheel Parts the trusted expert, not just another place to buy parts.
Creative Solution: Positioned 4WP as a knowledge center through Angelito, a beloved tiny guardian angel representing the 4WP pros who know exactly how to pimp your ride.
My Role: ACD, Edit, VO Direction.
Collaborator: Joshua Gadson.
La Comadre
Business Problem
Drive appliance sales by making Sears’ key retail event culturally resonant.
Creative Solution
Turned a refrigerator sale into dinner-party gossip, with a hilarious comadre making Sears the talk of the table.
My Role: Copywriting & Production.
Creative Director: Martin Serra.
El Gonzalo
Business Problem: Make McDonald’s 24-hour availability impossible to miss.
Creative Solution: Turned late-night hunger into a mock wildlife documentary, following Gonzalo in his natural habitat: McDonald’s at night.
My Role: Copywriting and Production.
Creative Director: Marisa Esteban.
Boneless
I made this user generated content at FCB. We were asked to express "how do we KFC."
My Role: Wrote this power ballad to flesh out my glam rock alter ego. Collaborator: Jaime Elizalde.
Stand up Comedy
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