Concept Development
Campaign concepts · Consumer insight · Stunts and activations · Spec work · Ideation
I find the one idea a campaign hangs on, usually from a truth people already know.
Mirage Festival
Content and system strategy · 2026 · Marketing & Content Lead (retained)
Festival campaign for Mirage Festival, concept grown into four pillars and the full plan.
Week 1Phase 1: Strategy
I turned my research into a 24-slide strategy deck.
The campaign concept (“It was real. It was all yours.”), became four content pillars, a Reels-first Instagram plan and a plan for launch night.
3 monthsResults
Buyers flew in from Europe, the US, Australia, Hong Kong and Thailand.
Outlaw Everywhere
RaceArt · 2026 · Founder, own brand
AI campaign for RaceArt, my own brand, concept and prompts.
IdeaA calm wearer in an escalating world
The world around the cap keeps escalating and the person wearing it stays unbothered. That tension is the whole campaign.
- An igloo an NSX just crashed through
- An arctic snowfield next to a frozen RX-7
- An airport tarmac, an AE86 strapped to a flatbed
- A highway overpass with an Evo IX blasting underneath
- A coal train at 2am
- A tire shop with an S15 on jack stands
MethodHow it was made
Generated in Gemini 3 with Nano Banana Pro. Hard on-camera flash for a paparazzi look; every car JDM, because that's where RaceArt lives. The cap is never shown the same way twice: backwards, pulled low, on a table, clipped to a vest, under a helmet.
Describe a grease smudge on a cheek and you get an image. Describe a mood and you get nothing.
So the prompts stuck to concrete physical details. The launch got a full image library and knew which directions land before booking real models, cars and locations.
Your Plate Just Got Crunchier
Lay's · personal project · 2026 · Personal spec project
Spec ad for Lay's, concept and AI visuals.
InsightThe chip is already a plate
People stack cheese on Lay's, fold salami over them, scoop guac with them. The chip carries everything else and gets eaten with it.
IdeaA bag that becomes a charcuterie board
The behavior already exists, so the visual only has to show it. I made it with AI to build the concept fast and show the thinking: Lay's as the base layer for what people actually eat.
After the Meet
RaceArt · 2026 · Founder, own brand
AI campaign for RaceArt, my own brand, concept from one insight.
ConceptWhat happens after the racing stops
An AI photo series about car culture between the action: crews at convenience stores, parking lots and empty streets.
Someone leaning on a yellow car outside a FamilyMart at 2am tells you more about the culture than any staged action shot.
MethodThe prompt framework
Each prompt, 100 to 120 words, pins down:
- Cameraa named camera model
- Placereal chains like 7-Eleven and FamilyMart
- Framing"stolen moment", "candid", to steer the AI away from posed photography
The RaceArt cap turns up the way it would in real life: worn, left on a hood, resting on a trunk. Never posed as product. The framework keeps producing new scenes with the same documentary feel.
Good Road Store
Copetrol and the Ministry of Public Works · Integrated campaign · 2015 · Creative concept and campaign strategy
Integrated campaign for Copetrol, concept and campaign strategy at Publicis.
The problem
Easter week in Paraguay means families on the road, and a spike in traffic deaths.
The idea
A fake gas station offering coffins two for one. Ads in newspapers and social media, a website, a hotline. People called, confused or furious: a religious holiday doesn't joke about death. The backlash was the point.
Then the reveal: traffic accidents are the leading cause of death in Paraguay during Easter week.
It bothers you to see this, but it would be worse to use it.
My roleCreative concept and campaign strategy.
"It bothers you to see this, but it would be worse to use it"
"In this holiday, transit accidents are the most common cause of death in the country, please take care of your life and your family's, Drive safely"
The Only Football You Can See
Print ads · 2019 · Creative concept and campaign strategy
Print ads for Tigo, concept and campaign strategy at Ariadna.
The setup
Tigo owned the broadcast rights to Paraguay's football league. Claro and Personal didn't.
The twist
Their names became the punchline. "Claro" means clear, "Personal" means personal:
Is it CLARO? You can only see football with Tigo.
Don't take it PERSONAL. The football league is only on Tigo.
Watching football with the competition looked like Chrome's offline dinosaur page.
My roleCreative concept and campaign strategy.
Translation
The first translates to: "Is it CLEAR right? You can only see football with Tigo"
The second"Don't take it PERSONAL. The football league is only in Tigo"
Friendship Day
Social video · 2017 · Concept and copy
Social video for Sprite, concept and copy at McCann.
The truth
Everyone has that one friend stuck in the friendzone. Latin America celebrates Friendship Day, and Sprite's campaign that year was "Things as they are": uncomfortable truths, said out loud.
So we made a video about the friendzone. Direct, honest, the thing everyone knows and nobody says.
The line
For you, who are loved 'as a friend.' Happy Friendship Day.
My roleConcept and copy.
Translation
For you,
who are loved
"as a friend"
Happy Friendship Day.
The deadline
Three hours to make a print ad for the Olympic Park inauguration in Paraguay, tied to Coca-Cola's campaign that year, "Sentí el Sabor".
The ideaThe Olympics aren't about watching. Being part of something bigger has its own taste.
The line"Being part of this achievement has a unique flavor."
My roleConcept and copy.
Translation
Being part of this achievement has a unique flavor
Olympic Park Inauguration
What Really Matters
Arcor · Print ad · 2017 · Senior Creative Copywriter, McCann
Print ad for Arcor, concept and copy at McCann.
