MY ROLE
Creative Director
THE STORY
Built on the insight that people are more likely to buy when a recommendation comes from someone they know and trust. Word of Mouth brought that idea to life as a total-market multicultural campaign, using camera movement and talent direction to make each recommendation feel like it was being passed from person to person.
MY ROLE
Creative Director
THE STORY
A professional, a mother, and someone carrying the weight of a long day. MDX State of Mind follows her from the worries still running through her head after work to the moment she starts the MDX and everything quiets down for a bit. The thrill of the drive becomes a temporary escape, giving her space to reset before stepping back into everything waiting for her.
MY ROLE
Senior Art Director
THE STORY
Built around a simple language insight: there isn’t a direct Spanish equivalent for “performance.” So instead of trying to translate it, Performance No Se Traduce made the idea something you could feel. The campaign used that tension between language and experience to turn performance into something more visceral than verbal.
MY ROLE
Senior Art Director
THE STORY
Built on the insight that Hispanic audiences are constantly moving between cultures, expectations and environments. Cultura Shift celebrates that adaptability, showing a world in motion and an audience that knows how to move with it. The campaign turned that constant shift into a source of confidence rather than tension.
MY ROLE
Creative Director
THE STORY
Created as a regional campaign with visual nods to audiences in Los Angeles, Miami, Texas and New York, Keep Moving Forward was designed to feel relevant without losing the bigger idea. This dealer-focused spot went on to reach 500% of the average usage rate for this type of work, proving that even highly functional creative can stand out when there’s a real concept behind it.