Selected Works
Not every system needs a full breakdown.
Some are better understood in motion.
This is a selection of ideas
where the logic is visible —
in how they behave,
how they connect,
and how they scale.
Rey Mysterio. Unmasked
Showing a legend like you’ve never seen him.
Rey Mysterio is a global icon.
But also a myth — always in character, always larger than life.
So instead of amplifying the legend,
we broke it.
We went into his real life — in Las Vegas —
and showed him doing the unexpected.
Washing his masks.
Watching TV.
Cleaning his pool.
Because when you break the myth,
you create a new way for audiences to connect with icons.
2M+ organic views in the first week.
Top 5 most-watched series in LATAM during launch.
Jabón Williams
The sponsor that didn’t exist.
Craig of the Creek never talks about it.
You just see it.
Craig and his friends come back home dirty.
Every time.
So we built what was already there —
and made it real.
A fictional detergent: Jabón Williams.
The “official sponsor” of the new season on Cartoon Network and HBO Max.
It didn’t exist.
But it felt like it did.
Turning fiction into reality
creates participation — not just awareness.
It performed strongly on HBO Max during launch,
and became one of the top 5 most commented campaigns across CN and HBO Max LATAM —
with parents asking for the product to exist.
Fiesta Peppísima
When everything looks the same, change the frame — make it Peppísima.
Peppa Pig is simple by design.
Same style. Same rhythm. Same world.
Which makes it hard to promote —
because nothing really “stands out.”
So we didn’t try to change the content.
We changed the context.
We turned it into a celebration.
Fiesta Pepísima transformed the channel into an event —
with takeovers across screen, social and on-air.
A song, a rhythm, a moment people could join.
Because when repetition becomes ritual,
it stops feeling the same.
When repetition becomes ritual,
it becomes culture.