Global launch campaign.
GOLD LION CANNES, FILM, NON-ALCOHOLIC DRINKS
Grand Prix, TV, Argentina Creative Circle.
Gold, El Sol (Iberoamerica ad festival)
Lapiz de platino (Argentina's ad industry of the year award)
David Ogilvy once said, “The best advertising will not sell a bad product twice.”
This campaign confirmed it.
Replacing sugar with stevia, a 100% natural sweetener, sounded like a brilliant idea.
It checked every box: health-conscious, modern, progressive.
The reality? The product simply did not deliver on taste.
“Being Parents” became a global launch campaign that boosted initial sales and generated enormous buzz.
The storytelling worked. The emotion landed. The brand equity carried it.
It won multiple awards.
Sales spiked…. then dropped sharply.
Two years later, Coca-Cola Life was discontinued.
The campaign is still remembered as one of Coca-Cola’s strongest modern launches.
Or, as @pedro-jh2bm perfectly summarized it in a YouTube comment:
“One of the best commercials I’ve seen for one of the worst drinks I’ve ever had.”
GO FOR THE HANDFUL LAUNCH. 2021.
Since everyone eats Goldfish by the handful, who’s better than Boban Majanovic, the biggest hands in the NBA, to launch this new concept for the beloved snack?
Gold, Effies 2022
Bronze, Cannes Lions 2021
Wood Pencil, D&AD 2022
Bronze, The one show 2022
Silver, Clio 2022
Idea Winner, Andys 2022
And a question on Jeopardy!!!
To celebrate its 100th anniversary, we turned Corona’s century of brand heritage into a living experiment.
The hypothesis: if you live like Corona, close to nature, under the sun, with your feet in the sand, you might just live longer.
To prove it, we traveled the world to meet real centenarians whose secret to a long life wasn’t a miracle diet or fancy routine, but the way they lived: connected to the beach, the sun, and simplicity.
The result was a global campaign that ran across 34 countries, mixing real stories, data, and a bit of soul to remind the world that living close to nature isn’t just better, it might be the secret for a life well lived.
I was lucky enough to contribute my grain of sand to the big world of Marvel.
Fun fact: the first version of the script approved by the client was rejected by Marvel because, without knowing it, it was spoiling a plot in the upcoming Dr. Strange movie. (Wong wearing the Cloak of Levitation for first time ever).
Gold Lion, Cannes 2015, film craft.
Men represent 2 out of 5 of the more than 40 million unpaid family caregivers in the U.S., but very few reach out for support. This campaign targeted them for the very first time to help male caregivers get the tools and resources they need to take care of themselves and their adult loved ones.
Global launch for Axe/Lynx Dry, a new line of antiperspirants.
And the very first time Axe didn't show a bunch of hot girls in it’s commercial.
(ok, there’s one at the end, just for one second)
Global & USA campaign for LG's V30 launch.
In a world of over curated profiles, What if people were a little more willing to share their true selves, imperfections and mistakes, online?
Featuring the true stories behind a male burlesque performer, an actress living with alopecia, a deaf dancer and a female skateboarder, among others.
Campaign for LaTam & Eastern Europe. It rAn over 30+ countries.
FREEPIK.COM, the stock footage platform, had 150 million users worldwide, but wasn’t well known in the U.S.
To grab the attention of designers and art directors, we launched UNDEAD IDEAS, a spin on the contributors program and a rallying cry for creatives to share their best rejected projects.
Because why let a good idea rot?
Designers could upload their killed work so others could use it, and get rewarded in the process.
Because the client isn’t always right.
To amplify the message, we put real art directors, artists, and designers at the center of the campaign.
As freelancer, I wrote, produced and directed this campaign for Viacom Latam.
Context: In LaTam, when you are having a bad day and you can’t hide it, people will tell you “hey, change that “cara de culo” (butt-face).
And 2020 was THE year where everyone had a 24/7 cara de culo.
So, who’s better than comedy central, to invite you to get rid of that face and start smiling again?
The Quilmes hostel.
Inspired by my backpacking days, I realized something:
the dream of the perfect hostel rarely matches reality.
So for Quilmes’ 2015 summer campaign, instead of the classic TV spot we built the hostel we always wished existed.
A real place.
With the right atmosphere, the right energy, and the right mix of people.
And we changed the currency.
You couldn’t pay with money.
You paid with stories.
To book a room, you had to tell us why you deserved it.
Before influencers were even a thing, we brought together natural storytellers and big personalities under one roof.
The hostel became a live reality show, generating daily content for social media.
It turned into the most talked-about spot of the summer.
And most importantly, it became a communication platform the brand brought back for five consecutive summers.
Why would anyone avoid a $3.2 trillion opportunity?
No idea.
The U.S. Hispanic market already represents one of the largest economies in the world. By 2030, Latinos are projected to account for nearly 30% of the U.S. population.
This isn’t a niche. It’s America’s growth engine.
Yet too many brands still treat it as optional. In today’s market, that’s not just shortsighted, it’s risky.
So to make CMOs reconsider their position, we went where it hurts most:
Their quarterly results. Their bonuses. The corner office.
Their precious careers.
Bottom line: Invest in the Hispanic market.
Or kiss your career goodbye.
When you’re the King of Burgers and home of the Whopper, it’s hard for people to see you as anything else.
So to relaunch BK’s chicken sandwich, we leaned into a universal truth: everyone has a hidden talent.
Something unexpected. Something no one would guess at first sight.
In Burger King’s case, that hidden talent… is chicken.
To bring the idea to life, we created a reality show hosted by popular influencers, traveling across Mexico in search of the country’s most surprising talents.
From a man who can play two flutes with his nose to a grandma who shreds on the drums, we uncovered people with abilities you’d never expect.
The casting became the content.
And the winners became the faces of the campaign.
Because even the King of Burgers has a surprising side.
Arnet is Argentina’s biggest broadband provider.
And in a category that it’s all about discounts and hard-selling, there’s a man to remind us that there’s more to life than money. Kind of.
Italian history, according to TIM Italy.
Featuring famous Italian actors Neri Marcore and Marco Marzoca and top model Bianca Balti as a guest.
At Santo, I worked on the pitch to develop a campaign platform that would run for over three years, telling the stories behind some of the most iconic characters in Italy's history, like Leonardo Da Vinci, Columbus, Julio Cesare, Garibaldi, Dante Alighieri, Casanova and Marco Polo.
These are just a few examples of a 50+ spots campaign for the biggest mobile carrier company in Italy.
Selected work that helped Personal mobile carrier to move from the third position to the biggest player in Argentina.
Before the Internet of Things was a real thing, it was a mockumentary featuring the house of the future, where everything is connected to Arnet’s broadband.
Funny to see how a couple of “inventions” actually happened.
I’m still waiting for the toaster that toasts the news on a slice.
Hospital Aleman and Comedy Central. Two highly awarded print campaigns featured in the Gunn report section "The Power of Print." A selection of the most successful campaigns in print over the last 15 years.
Hospital Aleman:
Silver, print, Cannes lions.
Bronze, outdoor, Cannes lions.
Gold Clio awards
Grand Prix Circulo de Creativos Argentinos
Grand Prix FIAP
Grand Prix New York Festival
Comedy Central:
Gold Lion, press, 2013
Gold Argentinian Creative Circle 2013
Picks from the early days that I have a heart for and helped me get here.
