If it doesn’t go far enough, it’s broken. Gumball was getting really close. And when I say really… I mean really close. This wasn’t a local campaign. It had to work globally — across markets, languages and audiences. So we didn’t just say it. We pushed it. Closer. Closer. Closer... Until “close” stopped being a lineand became the joke. Because in Gumball, nothing stays metaphorical. Everything happens. That’s what makes the humor travel. Not the idea itself —but how precisely

At CCXP, with J.G. Quintel and Sean Szeles, for HBO Max and Cartoon Network, the goal wasn’t to run a panel. It was to design behavior. Most panels are built to be watched. Safe. Predictable. Forgettable. We broke that logic. We removed control from the format —and turned it into a system. A gumball machine dictated what happened next. Moments could shift at any time. Interruptions weren’t exceptions — they were the system. Not as a gimmick — but as a rule. Because unpredi

When fans lead, brands follow. For Season 2 of Margarita (by Chris Morena) on HBO Max, awareness wasn’t the problem. Belonging was. The fandom was already there —but brands usually sit outside of it. We did the opposite. We didn’t speak to the fandom. We stepped inside it. “Haditas al poder” turned superfans into characters inside the narrative. They weren’t just reacting to the show — they were asking for it. It started as posts. It became coordination. Then momentum. Wha