Hi!
I'm a multicultural and bilingual creative director from Mexico City who feels at home working on projects that bridge people, from pitch to set, and out into the world.
Exploring Great Britain by showcasing its hidden gems.
The VICE Guide to Off-Script Britain, by VisitBritain
The British Tourist Authority, through their VisitBritain brand, commissioned us to get our American and Australian audiences excited about visiting the UK. We created a unique edition of The VICE Guide to Travel, hosted by Ariana Nathani and Samantha Andrew.
Over a two-week trip, we uncovered the UK's hidden gems in South London, Birmingham, Newcastle, Wales, and the Scottish Highlands. Our journey showcased the quirks and uniqueness of these lesser-known destinations, encouraging travelers to go beyond the typical tourist traps.
The result was a five-part social-first documentary series complemented by photo features.
Showcasing technical capabilities by enabling creators with unique skills to use them innovatively.
The Selfie-Zine, by Samsung and Google
Samsung collaborated with VICE to promote its Galaxy Z Flip 4, a phone known for its exceptional voice-command features and high-quality optics, making it perfect for selfies. The goal was to connect with the younger generation by delving into fashion and style while highlighting Samsung and Google's dedication to inclusivity and accessibility.
We created The Selfie-Zine for i-D and Refinery29, a bold concept that brought together influencers Aaron Rose Philip, Kiara Marshall, Cameron Lee Phan, and Deon Hinton. We challenged them to reimagine the selfie using their unique skills. For Aaron Rose and Kiara, this meant using voice commands to create content empowered by their disabilities.
The campaign included a fashion shoot for i-D and resulted in a printed zine and profile videos of the influencers for both i-D and Refinery29.
The Selfie-Zine was a finalist at Cannes Lions 2023 and got featured on their Love The Work shortlist.
For Latinx, football is no foreign sport: It's a passion we call Americano.
Americano, by the NFL
The NFL partnered with VICE to connect with the Latinx community on both sides of the border. We aimed to celebrate the game's rich history in Mexico and Latin American communities within and outside the US.
The result was a four-part docuseries aired on both VICE and NFL channels. Each episode explored the NFL's presence and influence, from Mexico's early embrace of the sport to the enthusiasm of current-day fans.
The series showcased the cultural integration and deep passion for the game within the Latinx community.
It was a great day for football.
How can a centuries-old iconic British brand feel local?
The Walkers, by Johnnie Walker
Diageo enlisted VIRTUE Worldwide to spearhead a multinational campaign to inspire people to rediscover and enjoy their cities after prolonged social distancing. Our innovative approach involved reimagining the historic brand's traditional viewpoint and reinventing it as a catalyst for local celebration in emerging markets.
The campaign successfully launched in South Korea, Nigeria, Thailand, Colombia, India, Brazil, and Mexico, with my direct involvement in scripting, directing, and managing the last three.
Here's a behind-the-scenes moment of me, director Sergio Granados from Lovster, and our DP discussing a scene.
Going hard on the all-black total look.
Rainbow-washing, a harmful practice criticized every Pride month, is also incredibly lame. So, how do you start to get it right?
Super Rainbow Wash Soap, by Virtue
We at VIRTUE Worldwide aimed to take proactive steps to address the issue of commercializing Pride by plastering rainbows on everything for profit. We wanted to support the LGBTQ+ community meaningfully, so we developed a soap and created a promotional video featuring drag queen, politician, and activist Marti Cummings to raise donations for the Ali Forney Center, which supports unhoused LGBTQ+ youth.
Please consider donating through their portal.
There was a fire during the shoot.
I discovered a new talent for bubble blowing.
Telling the people’s story of the Latinx diaspora in NYC with the help of powerful Latinx voices.
Siempre, Luis, by HBO
In 2020, HBO Pa'lante approached VIRTUE Worldwide to come up with ideas for the launch of "Siempre, Luis," a politically charged documentary about the life of Luis A. Miranda in his hometown of New York. Following collaboration with four local Latinx artists and Johanna Fernández, an expert on the history of the Latinx diaspora in the city. We created an interactive mural rich with significance for the community that inspired it.
The murals in the streets of NYC.
Luis A. Miranda himself.
After its promotional run, the entire piece became an exhibit at The Hispanic Museum and Library.
Empowering young content creators by challenging them to remake some of Netflix's greatest hits.
Bueno. Bonito. Barato, by Netflix
Netflix approached VIRTUE Worldwide seeking ideas to engage with Gen-Z audiences in Latin America through their social media channels. They wanted to develop concepts that would highlight their intellectual properties. In response, we proposed a simple and replicable format: inviting diverse regional talent to recreate scenes in their style within a week and with a budget of $500.