Mercedes-Benz
Radio
WHEN THEMEDIUM DOESPART OF THE THINKING.
Ideas, craft and agency background
Selected Creative Work
Before building regional brand systems, I spent years learning how ideas behave inside a medium—how timing can become a radio concept, how a product benefit can become a visual point of view, and how one human truth can organize an integrated campaign.
6 selected pieces Radio · Film · Print · Social 2012–2015 Agency craft & conceptual range
Aldeas Infantiles SOS
Film / integrated
Gillette Venus
Radio
Ópticas Devlin
Oftalmología Integral
Radio
Cerveza Bohemia
Social / brand voice
01 · MERCEDES-BENZ · RADIO · 2013
PRODUCT BENEFIT → TIMINGTIMING AS THE IDEA
Más luz en el camino.
The idea began with a warning my mother used to give me—and the extra seconds a Mercedes-Benz could add to it.
Tope / Speed Bump
Mercedes-Benz Intelligent Light System · 2013
Viejita / Granny
Mercedes-Benz Intelligent Light System · 2013
My role Original idea and copy
Creative partner Hugo Moedano
Creative Director Antonio Álvarez
Audio production Beatamina
02 · ALDEAS INFANTILES SOS · FILM / INTEGRATED
A FAMILY, NOT ONLY A SHELTER
Creando familias donde no las hay.
A purpose-driven campaign built around one clear distinction: children who lose parental care need more than protection. They need the stability, guidance and belonging that a family provides.
Silver Effie Awards México 2015 SocialBronze Effie Awards México 2015 Small BudgetsSilver Círculo de Oro 2014 Audiovisual Production
My role: Copywriter within a multidisciplinary creative team. Public credits include Luis Guillén, Víctor Figueroa, José Aguilar, Felipe Spínola, Alethya Heras, Francisco Torres and director Jorge Malpica.
03 · GILLETTE VENUS · RADIO · 2012
THREE BLADES · THREE REWRITESAN IDEA THAT TRAVELED
Three familiar phrases, rewritten in women’s favor.
The three-blade product became the organizing device for a three-spot radio campaign. The concept and Spanish scripts originated in Mexico, then were requested, adapted and produced by Grey Australia.
Money
Gillette Venus · 2012
Proposal
Gillette Venus · 2012
Popcorn
Gillette Venus · 2012
Written and defended in Mexico. Selected through Grey’s global council and produced in Australia.
QUICK PROOFS OF RANGE
One idea, native to each format.
Print as point of view. Radio as misdirection. Social as an editorial system.
04 · ÓPTICAS DEVLIN · PRINT · 2013
A COPYWRITER’S VISUAL IDEA
Seguro de lentes.
Three first-person views place the audience inside the moment a pair of glasses falls somewhere impossible—making the fear of losing them the reason to insure them.
My role Concept and copy
Creative Director Mauricio Aldana
Art development Mauricio Aldana, Hugo Moedano and Ernesto Alba
05 · OFTALMOLOGÍA INTEGRAL · RADIO · 2015
MAKING VISION AUDIBLE
Adelanta tu visión cinco segundos.
A phrase initially sounds wrong, then becomes clear as the listener gets metaphorically closer—turning visual correction into an audio reveal.
Activista
Oftalmología Integral · 2015
My role: Idea, copy and radio direction. Creative Director: Luis Guillén.
06 · CERVEZA BOHEMIA · SOCIAL / BRAND VOICE · 2015
FROM POSTS TO A VOICE SYSTEM
Es perfecta porque es nuestra.
An editorial social voice connected product variants through a shared territory rooted in Mexican identity, culture and surrealism.
My role: Copy and content development within a collaborative team. I preserve shared ownership and show no unsupported performance metrics.
View shared Behance project ↗Before I built systems,
I learned to make every second,
line and frame earn its place.