¡Hola!
I'm a creative director from Mexico City, and these are some of my favorite projects.
Turning Gen Z's digital anxieties into horror stories. Literally.
Whispers From The Feed, by Bacardí
Bacardí needed cultural relevance with young Latine audiences. We built a three-episode horror anthology hosted by Harvey Guillén, rooted in the things Gen Z actually fears: the accidental like, the dreaded ellipses, and your tía. Each tale ended with a ritual cocktail woven into the narrative. The brand didn't appear. It materialized. 10.6M impressions, +17 brand affinity, +15 purchase intent.
Harvey between takes, rehearsing his most important tool: the hand.
For Latines, 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 Latine community on both sides of the border. We made a four-part docuseries that aired on VICE and NFL channels, tracing the game's roots in Mexico and Latin America through players, coaches, and fans who never needed permission to love this sport.
It was a great day for football.
Giving New York's Latino murals their colors back.
Neighborhues, by vitaminwater
vitaminwater came to Remezcla for a fourth consecutive year and asked for something new. We took the brand's "from New York" spirit and its obsession with color into three neighborhoods with deep Latino roots: Jamaica, Brownsville, and beyond. We partnered with artists Marissa Molina, Lina Montoya, and Magda Love to restore murals that mattered to the people who walk past them every day. Then we filmed the whole thing.
Shoot day in Brooklyn.
The Tree Of Life in Jamaica, fully restored.
What happens when voice commands become creative tools.
The Selfie-Zine, by Samsung and Google
Samsung and Google wanted to reach younger audiences through fashion and inclusivity. We created The Selfie-Zine for i-D and Refinery29: four creators, including Aaron Rose Philip and Kiara Marshall, reimagining the selfie using the Galaxy Z Flip 4's voice-command features, turning accessibility into artistry.
The campaign was a finalist at Cannes Lions 2023 and got featured on their Love The Work shortlist.
Telling the story of the Latine diaspora in New York with the people who live it.
Siempre, Luis, by HBO
HBO Pa'lante came to VIRTUE for the launch of "Siempre, Luis," a documentary about Luis A. Miranda. We collaborated with four local Latine artists and historian Johanna Fernández to create an interactive mural rooted in the community's own history. After its promotional run, the piece became an exhibit at The Hispanic Museum and Library.
The murals in the streets of NYC.
Luis A. Miranda himself.
Making a 200-year-old Scotch brand feel like it's from your neighborhood.
The Walkers, by Johnnie Walker
Diageo wanted to get people back into their cities after social distancing. We reimagined Johnnie Walker as a catalyst for local celebration, adapting the brand's tone to feel native in each market. I wrote and oversaw the campaigns for Colombia, Brazil, and Mexico, was on set in Mexico, also wrote India, and we spent six weeks editing the whole thing in Amsterdam.
Here's a behind-the-scenes moment of me, director Sergio Granados from Lovster, and our DP discussing a scene.
Getting Americans and Australians excited about the UK nobody visits.
The VICE Guide to Off-Script Britain, by VisitBritain
VisitBritain wanted audiences beyond the usual London postcard. We created a unique edition of The VICE Guide to Travel, a five-part social-first documentary series hosted by Ariana Nathani and Samantha Andrew, taking them through South London, Birmingham, Newcastle, Wales, and the Scottish Highlands. The brief was tourism. The result felt like travel.
It was a sunny day in the Highlands.
Rainbow-washing is a harmful practice criticized every Pride month. It's also incredibly lame.
Super Rainbow Wash Soap, by Virtue
At VIRTUE Worldwide wanted to do something that actually meant something. So we made a soap. An actual soap. Then we made a video with drag queen, politician, and activist Marti Cummings to sell it, with all proceeds going to the Ali Forney Center, which supports unhoused LGBTQ+ youth.
Please consider donating.
There was a fire during the shoot.
During the shoot, I discovered a new talent for bubble blowing.