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 just help you live longer.

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.

A summer activation at the beach for Quilmes, the biggest and most famous beer brand in Argentina.

A real hostel, full of those things we would love to found in a youth hostel on vacation. From siamese ping-pong challenge to a shark that sings karaoke.

People participated online to get invited to spend the night there.

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.

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

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.

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.

Picks from the early days that I have a heart for and helped me get here.