MY ROLE
Creative Director · Art Director
THE STORY
Mercado González had successfully come to life as a physical destination, but its brand identity hadn’t yet captured the same energy, culture and attention to detail. Working closely with our Strategy team, I helped lead the conceptualization and design of a new visual system built to bring the Mercado experience to life everywhere the brand showed up.
MY ROLE
Creative Director
THE STORY
This is the first of a four-video series I helped create while establishing a new brand positioning for Mercado González: México in Every Detail. This film focuses on one of those details: a handcrafted fountain brought directly from México, turning a beautiful design element into a symbol of the care, authenticity and intention behind the entire Mercado experience.
MY ROLE
Creative Director
THE STORY
Some details carry more than craftsmanship. They carry history. This film tells the story of Mercado’s carnitas recipe, passed down through three generations of the González family and still prepared with the same care today. This is another expression of the brand positioning I helped establish: México in Every Detail.
MY ROLE
Creative Director
THE STORY
A freshly baked concha may look simple, but every one is shaped by time, technique and attention to detail. This film celebrates the dedication that goes into making a familiar favorite fresh every day, another expression of México in every detail.
MY ROLE
Creative Director
THE STORY
The details of Mercado extend well beyond the food. This film tells the story behind the exterior mural, hand-painted by a local artist and created to bring culture, community and a distinctly Mexican point of view to the building itself. This is yet another example of the brand positioning I helped establish: México in Every Detail.
MY ROLE
Creative Director · Director
THE STORY
Sonora is as much about culture as it is food. This influencer-led story explores handcrafted artesanías alongside the Indigenous tradition of La Danza del Venado, celebrating the people, art and cultural traditions that make the region unique.
MY ROLE
Creative Director · Director
THE STORY
An influencer-led look at one of Sonora’s most recognizable foods: the flour tortilla. From preparation to the finished product, the piece celebrates the process, craft and regional tradition behind a Mercado favorite.
MY ROLE
Creative Director · Director
THE STORY
This influencer-led piece explores Mariscos al Puerto, showcasing the seafood, flavors and regional inspiration behind one of Mercado’s Sonoran offerings. A quick taste of what makes the region, and the puesto, special.