Arroz La Fallera – “Las luces de La Fallera”
An immersive light installation and brand campaign merging Valencian tradition with modern spectacle. Designed by WAY for the Fallas festival, the installation featured five dynamic phases and a “bonus level” projection on a 20‑meter screen, showcasing whimsical adversaries—Chef Kong, Super Guisantes Brothers, Paella Invaders, and more—battling for authentic paella . Situated in Valencia’s Falla Reino de Valencia-San Valero, it transformed giant illuminated paella pans into a playful yet educational experience defending the original recipe—a must-see cultural event that Valencia Extra named “a homage to the traditional paella”.
Case study👇
TV Ad👇
Taste the Feeling — Coca-Cola (Global Launch)
A global campaign aimed at reconnecting Coca-Cola with everyday emotions and moments. As part of the core creative team, I helped shape and deliver a new brand narrative under the platform “Taste the Feeling,” blending emotional storytelling with universal rituals of consumption. From early concept to final production, I was involved in crafting scripts, aligning cross-functional teams, and adapting assets for regional markets. The campaign marked a return to product-centric storytelling, rolled out across 200+ countries in over 30 languages.
FEBE – “Tú mismo” Campaign
A bold, youth-centered social awareness initiative created by Grey and FEBE, featuring rapper Rayden delivering a hip‑hop anthem listing “100 reasons why teenagers shouldn’t drink alcohol”. Rather than preach, the campaign speaks the language of teens—urban, raw, and direct—leading to remarkable reach:
19+ million total impressions
Trending on launch day
#1 on Los 40 Principales & Sol Música TV; MTV debut in week one
300K+ YouTube views and 56K Spotify streams in early weeks
Muy Historia – “Guernica” Web Campaign by Grey
An immersive digital remembrance campaign celebrating the 75th anniversary of the Guernica bombing, brought to life for Muy Historia magazine by Grey Spain. It featured a dedicated microsite with evocative visuals and narratives that recontextualized Picasso’s masterpiece for a modern audience . The campaign honored history through engaging storytelling and sophisticated multimedia integration. It earned prestigious recognition — including a Sol de Bronce at the 2012 El Sol Advertising Festival for Integrated & Cultural Innovation .
Ambar – “Valencia On Faller”
A moving documentary campaign by Cervezas Ambar that honors three Valencian falla artisans—Josué Beitia, Vicente Herrando, and Miriam García—who rebuilt their monumental works after the devastating flood (“DANA”) in October 2024. Produced by La Mujer del Presidente and guided by presenter Eugeni Alemany, the film portrays how, five months after the deluge, their workshops and creations were submerged—and how passion, community, and determination overcame adversity .
Beyond storytelling, Ambar supported the initiative with a special edition bottle series illustrated by Cuerno Lobo and an Instagram activation. The campaign celebrates resilience, culture, and communal spirit—positioning Ambar not just as a sponsor, but as a true ally of the fallero craft .
Trailer👇
18′ Documentary👇
Print👇
Vodafone TV – “Qué sabe nadie”
A bold and playful brand spot for Vodafone TV, celebrating individuality and the power of choice. “Qué sabe nadie” taps into everyday moments of personal preference—whether in shows, streaming devices, or binge-watching habits—to spotlight how Vodafone TV empowers each viewer to define their own entertainment path. I was proud to lead the campaign’s strategic and creative journey from initial concept to final production, collaborating with Sra. Rushmore and The Gang. Our work resonated deeply with audiences, driving awareness and reinforcing Vodafone TV’s position as a fearless, customer-first streaming platform.
Arroz La Fallera – “La mejor paella del mundo”
A playful, pride-driven campaign that invited Valencians and paella-lovers everywhere to claim—and taste—the title of “the best paella in the world.” Embracing La Fallera’s signature cultural spirit, the effort combined humor, community celebration, and digital engagement. It likely included regional activations, social media challenges, and chef-led tastings to spotlight tradition and quality.
ÍTACA – Panama Van (Campaign Launch) 🚐
A lifestyle-driven campaign celebrating freedom and versatility. “ÍTACA” guides viewers through the varied moments of life—urban chaos, mountain adventures, family time—showing how Panama Van adapts to every scenario 24/7 . I took part in shaping the storyboard and visual narrative to match the brand’s message of mobility and ease, aligning creative direction with production. The result: an authentic, aspirational series of short films that resonated with explorers and everyday users alike, boosting brand awareness in key markets.
Granada CF – “Complícate la vida”
A passionate supporter-led campaign created to rally and retain season ticket holders for the 2015–16 season under the slogan “Complícate la vida.” Recognizing that supporting Granada CF isn’t about easy wins—but about embracing the drama, tension, and emotional rollercoaster—the campaign tapped into fans’ sense of identity and pride.
As the Art Director (alongside Jesús Beltrán, under creative direction by David Titos & Pablo García), I crafted both cinematic and print executions that brought this theme to life. We leaned into the tension of fluctuating fortunes—“If you want comfort, don’t choose Granada”—to celebrate authenticity and deepen emotional loyalty. The ads sparked strong fan engagement and solidified Granada CF’s image as a club defined by courage, community, and uncompromising passion.
CdeC and El Sol awards
Granada CF – “Hombres Aparcados”
A playful and relatable season-membership initiative for the 2014–15 campaign, “Hombres Aparcados” turned the tables on shopping crowds. The concept humorously portrays football-loving partners as “parked” men waiting in shopping centers—bored, bag-laden, and scrolling aimlessly—until they can return to stadium passion .
Developed with Sra. Rushmore, the campaign included TV, print, OOH, digital, and an accompanying app—Granalisto—a simple yet addictive game to test whether players recognize former Granada CF players . I led the creative direction and storytelling, crafting the brand’s voice for both heartfelt and humorous execution, ultimately re-engaging fans during the football offseason.
