Branded experience and creator platform
A branded house designed to keep producing culture.
‘Tienes mucho que probar’ became a physical platform where creators, audiences and the brand could continuously generate experiences and content.
10+THEMED
ENVIRONMENTS
ENVIRONMENTS
Casa Hot Nuts Associate Creative Director · Concept & Creative Development 2019 Publicis WW + Starcom · Barcel
THE CHALLENGE
The audience did not need another interruption.
Hot Nuts needed a closer relationship with a young, highly social audience that discovered brands through experiences, creators and shareable culture.
A platform people could enter, use and extend.
TIENESMUCHO QUEPROBAR.
THE CREATIVE PLATFORM
One line. Two invitations.
“Tienes mucho que probar” spoke about the Hot Nuts product universe and invited visitors to experiment, play and discover something different inside the house. The product promise became an experience behavior.
Try
Move through themed rooms, games, camera effects and unfamiliar ways to participate.
Create
Turn the environment into material for photos, videos, boomerangs and personal expression.
Share
Carry the visit into social feeds through content people wanted to publish themselves.
Connect
Build a relationship with Hot Nuts through participation instead of an advertising interruption.
FROM ONE LINE TO THREE EXPERIENCES
Three rooms. One platform built to keep opening doors.
The experience films extend “Tienes mucho que probar” into different invitations to enter, experiment and participate.
THE HOUSE
A physical space designed from digital behavior.
More than ten environments turned rooms into accessible production sets. Visitors could play with light, mirrors, props, projections, 360° video and slow motion—then carry the result back to their own feeds.
THE HOUSE WAS THE MEDIUM
Every room doubled as an invitation and a content format.
THE CONTENT ENGINE
The visit had a life before, during and after the house.
Registration, the physical journey, professional capture, WhatsApp delivery and social publishing formed one connected system rather than a one-day stunt.
Register
A simple online or on-site entry point.
↗Explore
More than ten themed environments across the house.
↗Perform
Props, games, 360° video, slow motion and visual effects.
↗Receive
Selected professionally recorded pieces arrived by WhatsApp.
↗Publish
Visitor content extended the experience beyond Reforma 109.
Registration sitePhysical experienceCreators + productionWhatsApp deliverySocial + PR
PUBLICLY REPORTED RESULTS
The content engine kept moving beyond the address.
These are campaign-level figures reported publicly in October 2019. They represent the collective work of the brand, agencies, production teams, creators and participating audiences.
visitors
Publicly reported campaign attendance.
social reach
Reported across the campaign’s social platforms.
interactions
Total interactions publicly attributed to the campaign.
UGC interactions
Interactions with user-generated content.
Instagram follower growth
Reported growth of Barcel’s Instagram audience.
new site users
Reported for the campaign page, largely from social media.
Source: NEO, “Starcom y Publicis WW crearon Casa Hot Nuts,” October 23, 2019. Read public report ↗
CASE FILM
The house, the content and the audience—in one recap.
ROLE + COLLECTIVE CREDIT
Concept development connected to an experience ecosystem.
As Associate Creative Director at Publicis, I was part of the team that developed “Tienes mucho que probar” and translated it into a branded experience. My documented contribution focused on concept development, creative narrative, campaign communication and creative accompaniment across audiovisual and experiential production.
Not a one-off activation.
A branded environment
built to keep producing culture.