Client: TurboTaxLive
Agency: Wieden + Kennedy

English & Hispanic Market

For TurboTax, the breakthrough was not just technology, it was people. With the launch of real life CPAs On Demand, the brand needed a campaign that highlighted the human side of tax tech.

“Now With People” tells the story of three coders, Lena, Mark, and Miguel, whose tech driven worlds are unexpectedly transformed when a touch of CPA humanity enters their lives.

The campaign included 7 spots for the General Market and 3 spots for the Hispanic Market, ensuring broad reach while resonating culturally with diverse audiences.

General Market: 7 Spots
Hispanic Market: 3 Spots

CREDITS:

CD: Jason Campbell
CD: Kevin Jones
AD: Joaquin Alvarez Limon
CW: Gus Solis
CW: Andy Laugenour

Director: Randy Krallman

English & Hispanic Market

In this project, I collaborated as part of the creative team to develop the hero concept, leading the adaptation for the Hispanic market. I worked closely with the director on set and with the post-production team to preserve the integrity of the hero idea while tailoring it to be culturally relevant and engaging for Hispanic audiences.

Agency: Amazon

Leadership:
ECD: Josh Cassidy
ECD: Vicente Feliciano
CD: Ken Slater
CD: Rich Ford

Director: Jody Hill

Production: Caviar
Editorial: The Den
Audio: Lime Studios

I was hired as an Art Director for @lgusamobile to support their “This is Real” campaign. The goal was to produce lifestyle content at the pace of one post per day, a challenge that required fast turnarounds, seamless coordination with the production team, and strict budget management.

Agency: 247 Laundry Service

I served as Art Director for Airbnb’s campaign for the Mexican market, “Pásale” (a phrase that means Come on in with the warmth and urgency of “What are you still doing outside?”).

To launch the campaign, we created an OOH platform inspired by the traditional Talavera style of Puebla, Mexico, and the ceramic plaques that adorn many homes. These plaques often carry unique messages, from family names to lighthearted greetings, which made them the ideal medium to introduce “Pásale” and reflect the warmth and hospitality of Mexican hosts.

Client: AirBnb Mexico
Agency: Wieden + Kennedy - Portland

English & Hispanic Market

After the pandemic, food insecurity became a growing issue in the U.S. Walmart partnered with Feeding America to launch the “Fight Hunger, Spark Change” program, and we created the “Feed Possibilities” campaign. The launch spot featured Gloria James, mother of NBA superstar LeBron James, sharing her personal story of facing hunger and how programs like this helped her son achieve greatness. The work was recognized by Ad Age as “Pick of the Day.”

Agency: FCB Chicago

Press:

AdAge: Pick of the Day
CampaignLive : Ad of the Week

Client: TurboTax
Agency: Wieden + Kennedy

Dreams come true, and I got the opportunity to have one of my ads run during Super Bowl LIII as an extension of our “Now With People” campaign. For this special occasion, we created RoboChild, a cute little robot that wants to be a TurboTax CPA.

For this special occasion, we created a teaser and a social activation with special videos of RoboChild's unique perspective going live during the game.

CREDITS:

CD: Jason Campbell
CD: Kevin Jones
CW: Gus Solis
CW: Andy Laugenour

Director: Randy Krallman
Production: Smuggler

Brief: Promote Cocoa Puffs, Trix and Cookie Crisps in one spot highlighting the 50% increase of cocoa in Cocoa Puffs

Client: General Mills (Cocoa Puffs, Trix, Cookie Crisps).
Agency: Saatchi & Saatchi NYC

Agency: Zubi

Many hispanics in the USA have born having english as their first language and their Spanish is broken or in cases they don’t know it all. This can cause some identity tensions so we wanted to challenge that with Lincoln, because when you’re comfortable with you you are, you become your own sanctuary.

In 2019 I got the opportunity to Art Direct the social account of Laughing Man Coffee. Owned by Keurig, Laughing Man Coffee is a charitable coffee brand focus on helping its farmers with Fair Trade practices.

Agency: Annex88

Pampers Swaddlers is the diaper that is the #1 Choice of Hospitals and we had to show a story that reflects that. We decided to capture a baby's grand entrance to the world with the challenge of getting away from the brand usual babies vignettes format and focus on one story. 

Client: Pampers
Agency: Saatchi & Saatchi NYC

At the start of the FIFA World Cup, I helped bring Advil’s “No Pain. More Gain.” platform to life through an interactive street soccer experience in SoHo featuring US soccer icon Jozy Altidore.

The activation unfolded in two parts. A VIP and press event gave guests the opportunity to take on a series of soccer challenges with Jozy while he delivered the brand’s message. A second experience opened the activation to the public, inviting fans to step onto the field and test their skills for themselves.

As Creative Director, I helped shape the experience from concept through execution. My contributions included the tifo concept, interactive soccer challenges, environmental signage, custom shirts and the overall visual identity.

Designing the Experience

The Tifo

Inspired by soccer supporter culture, I created a large scale tifo featuring the “No Pain. More Gain.” message. It connected Advil’s platform to the energy and spectacle of the sport while creating a bold visual centerpiece for the space. The tifo also served as a natural backdrop for photography and social content.

The Challenges

I developed a series of interactive challenges built around dribbling, first touch and shooting accuracy. Each one translated Advil’s message into a physical experience, connecting pain relief with movement, performance and staying in the game.

Target Practice

The centerpiece of the public experience was a target practice challenge that invited fans to test their shooting accuracy. Targets of different sizes created multiple levels of difficulty, making the experience accessible, competitive and engaging for players of every skill level.

Visual Identity

I developed a bold black, yellow and white visual identity rooted in contemporary soccer culture. The system extended across the entire activation, giving every element a distinctive look while maintaining a consistent connection to the “No Pain. More Gain.” platform.

The Signage System

I created a cohesive family of signage across a wide range of sizes and functions. Each piece guided a different part of the experience, from welcoming guests and explaining the challenges to directing foot traffic, encouraging social sharing and communicating product benefits. Together, they formed one consistent and immediately recognizable visual system.

Shirt Designs

I extended the visual identity into custom shirts for the event team. The apparel carried the campaign beyond the physical environment and helped make every part of the activation feel like one unified soccer experience.

Using Europe's subway and train entrances we will announce the upcoming NFL International Series in London and give a first hand experience of how American Football is played.

Awards: 
CLIO Sports: GOLD
CLIO: BRONZE
Summit International Award: Silver

When it comes to Harvey Nichols Halloween Sale one should fear the living shoppers more than the dead. Because for such slaughtered prices shoppers can slaughter other shoppers to get whatever they want. 

Awards:
Addy 2015 - Silver
Creativity Award 2015 - Bronze
Graphis New Talent - Merit
Golden Award of Montreux - Finalist

Featured: 

Creativity Online
TredHunter
Adeevee
FutureRising

Credits:
Art Director: Joaquin Alvarez
Copywriter: Soham Chatterjee

Inflight Catalogs are outdated! We decided to bring them to the 21st Century with #AmazonInflight

AWARDS:
Future Lions 2015: Shortlist
New York Festivals 2015: Finalist

FEATURED:
Ads Of The World
Creativity Online
Hello You Creatives
CreaPills

CREDITS:
AD: Joaquin Alvarez / Angela Granados
CW: Joaquin Alvarez
Animation: Joaquin Alvarez

Wild as the Moon is one of the premium house party event in Amsterdam produced by The Gardens of Babylon. Going along with its unique concept of music, mystic performances and spirituality I have helped creating a visual identity for its social media platforms. Working closely with is founder, we have created a visual identity that gives the viewer a small taste of what the event is about.