We designed a memorable holiday experience that gave joy, ease, and inspiration to our Target guests in their shopping journey. It required the perfect balance between a strong concept and understanding at a granular level the tactical side of in-store experience marketing. It took months of work, a huge cross-functional in-house team, and all our dedication to inspire many teams and agencies to take this idea and create a consistent omni-channel through line. But we did it! We turned our stores into your Happy Place: a joyful one-stop shop Holiday destination.

Sr Manager, ACD Seasonal: Samantha Jiménez

Sr ADs: Jessie Schneider, Alyssa Liles,Mallory Heyer, Annie Cavazos, and Arin Kuklis

ADs: Raúl Villanueva & Vanessa Berglund

Sr Copywriter: Jesse Gadola

Lead ACD Style: Alyson Frahm

Lead ACD Hardlines: Glenn Madigan

Lead CS: Erin Nelson

Lead PM: Christopher Norton

Sr PM: Carolyn Hayden

Lead EM: Brittanni Bowers

Lead PD: Jordan Schmidt

Sr PD: Heather Kern

PD: Pao Vang

CP: Kelly Kirk

Sr Manager, ACD Motion Design: Faith Eskola

Artist: Adrian & Gidi

Photographer: Colleen Guenther

Agencies: Target Creative, KNOCK Inc. & Colle McVoy

We designed a massive in-store AR experience to show our guests our selection of top toys of the season. By scanning a QR Code on floor decals and custom aisle end cap displays, guests unlocked a kaleidoscopic world where Bullseye welcomed them in. Once the AR experience launched, guests could virtually play and have fun with our top toys.

Sr Manager, ACD Seasonal: Samantha Jiménez

ADs: Jessie Schneider, Alyssa Liles,Mallory Heyer, Annie Cavazos, Arin Kuklis, Raúl Villanueva, and Vanessa Berglund

Agency: X-Fctr

Real stories. Real Men. Guts and Glory.

Ram tells it as it is with this campaign and film series. We hear real stories from real men! Never some Hollywood spokesperson or fashion models that wouldn’t know a HEMI®

Agency: The Richards Group

Color-blocking meets “Things Organized Neatly” to help us deliver a new and modern approach to Back to School campaign. Items live in an object-structured grid to create a highly visual impact while models live in a geometric world that takes color blocking to the next level. Inspired by these two hot trends, we infused their look & feel creating a new way of styling that is both soothing and magical.

Role: Associate Creative Director

Art Directors: Mike Fromelt, Jessie Schneider, Morgan Schiferl, Mychaela Bueche

Copywriter: Susan George

Back to college made fun and simple at a great value so that it’s so easy to get the semester started! Inspired on the Back to College catalog look & feel, we developed a style guide rich in neutral colors, bright lighting, and clean patterns while infusing every moment with a lived-in atmosphere to make it all look like a slice of life.

Colors in props, environments, and products were harmonized in each composition to make the campaign pop no matter the channel. At the same time, all content was created to offer the guest an easy-to-shop experience.

Role: Associate Creative Director

Art Directors: Heather Bahr, Denise Dunham, Lee Christiansen, Jessie Schneider, and Rebecca Shalloway

Copywriter: Craig Lesterson

Creative Director: Vicky Iacarella

AT&T wanted to dive into the world of contract-free phones. Before they bought Cricket, there was Aio: A perfect world was designed where color, happiness, and fun surrounded people.

Aio was a new nationwide wireless service for consumers interested in a first-class wireless experience at a value price, without an annual contract. This new service provided new choices, seamless customer experience, and simplified service and offerings to value-conscious customers interested in an unlimited talk/text/data plan with no annual contract.

Role: Associate Creative Director - Art Director

Art Directors: Jenn Lindeman, Cat Albritton, Gerardo Guillén

Copywriters: Alaina Woodhull, Dany Yirgou, Ricardo Díaz

Creative Director: Erik Hernandez

Agency: Latinworks

Mother’s Day was extra special in 2020. We all desperately needed a reason why to celebrate life and find joy in the middle of a pandemic. On top of that, this year Mother’s Day and El Día de la Madre happened exactly on the same date: May 10. It was the perfect opportunity to come together and celebrate the love, the joy, and the unity that mamas across all cultures bring to their families. We created two versions for the Weekly Ad front cover targeting different markets to speak in a more personalized way to our diverse guests.

We concepted a multi-channel campaign for Promo that aligned to what the Target brand was doing enterprise-wide while also giving our initiatives a special twist. We took the illustrated flowers originally designed for the Store Marketing Experience and we brought them to real life with a crafty touch. The idea was to transform the digital vector illustrations into paper flowers. Dozens of paper flowers big and small were created and then, we animated them in stop-motion. The result was almost magical and so appealing that our stop-motion animation inspired other teams and ended up on a display at the very top of Target HQ.

Role: Associate Creative Director - Art Director

Art Director Captain: Heather Bahr

Art Directors: Jessie Schneider, Mycha Bueche, Rebecca Shalloway

Copywriter: Susan George

Agency: Target

Cold is not enough anymore to keep food fresh. General Electric wanted a campaign for its new line of fridges equipped with the latest innovative technology in food conservation. It had to be bold and visually impactful but still sophisticated. At the same time, consumers needed to understand at a glance the benefit of the product. The result? A beautiful and visually disruptive solution. Technology is how GE does things. People are why they do them.

Role: Associate Creative Director - Art Director

Copywriter: Gabriel Rodriguez

Agency: Saatchi & Saatchi

The goal was to create a campaign for Valentine’s Day focused on assortment & value. Our solution works hard from a strategic point of view because it’s based on our Target brand promise: Expect more. Pay less.

At the same time, the message is open-ended in that the guest can expect more of everything for Valentine’s Day for less: more candy for less, more gifts for less, more flowers for less, etc.

We wanted to drive urgency & disrupt the creative landscape for Valentine’s with an “explosion” of products like a burst of love, showcasing Target’s assortment, deals, and low prices. We made sure to infuse humanity into the creative through the use of hands, focusing on the many “exchanges” and moments of giving during Valentine’s Day.

The result: An explosion of deals to celebrate love for less!

Role: Associate Creative Director - Art Director

Art Director Captain: Heather Bahr

Art Directors: Stephanie Hofmann, Mycha Bueche

Copywriter: Susan George

Agency: Target

Print ad for Colgate Sensitive.

Role: Sr Art Director

Agency: Y&R

For Advance Auto Parts, service is the most important thing. So much so, they will go to extremes to guarantee their staff is ready for whatever comes their way.

This campaign launched as a multi-market approach effort based on universal insights: we all love good service and people who go above and beyond to deliver it. The result was a humorous campaign that also delivered a strong message about how service is the best part when consumers come to AAP.

And in case you were wondering, yes… we did throw a car —there were actually 3 cars in total— from a flying airplane in real life.

We developed an app to extend AAP's great service to their consumers, even when they're not in the store. The app had a store locator, a Virtual Mechanic that helped with quick diagnostics using sophisticated sound recognition technology, a QR-code reader to watch how-to videos, online shopping, and a tutorial video library.

Role: Associate Creative Director - Art Director

Art Director: Carlos Riveroll

Copywriter: Nacho Romero

Creative Director: Alex Campo

Agency: The Richards Group

What is chocolate for you? Probably more than just a hot drink. It’s warmth, love, and companionship. It’s a celebration of all things good and happy. So, when Nestlé commissioned us to come up with a brilliant packaging idea to launch a special Mexican hot chocolate edition for their Chocolate Abuelita we thought of inviting Mexican artists to the project. The result?

Ode to chocolate: An art gallery in your pantry.

Six contemporary Mexican artists were chosen to create a collection of paintings to be displayed on the product's packaging. The brief to them was to express what chocolate meant for them. The result is a collage of images representing happiness, intimacy, family, fun times, and gatherings. The truth is the meaning of hot chocolate in life goes beyond just a beverage. This collection was a finalist in the London International Awards.

Art Directors: Samantha Jiménez, José “Hache” Hernández

Agency: JWT

General Electric asked for a campaign to communicate they had the most efficient technology to keep food fresh, longer. Almost as if time didn’t pass by.

The immediate thought was a way to represent it in a very impactful visual way but that delivered the message in a simple way. Fresh food that lasts longer than ever? Yes, please!

Role: Associate Creative Director - Art Director

Agency: Saatchi & Saatchi

The Un-Car

This 360º experience was created to launch car2go nationwide.

Let's be real, car2go is the greatest car concept ever invented. Yet, not just a car per se at all. Cars just transport you whereas car2go connects you with the world and allows you to enjoy more of life than any other car ever could. It's about time to meet "The Un-car."

Role: Led this new business pitch for the launch of car2go as an Associate Creative Director

Agency: Latinworks

Lowe’s, never stop improving.

Lowe's wanted a campaign featuring a project inspired in nature targeting Hispanic women to kick-off the Spring season. Since Spring is all about starting fresh, what better idea but to take a little bit of our garden and bring it inside?

Lowe's received an outstanding amount of praise and comments from consumers about this picket-inspired bed header after the broadcast ad went live. So, we developed a tutorial for our audience to be shared on social media. The tutorial was shared thousands of times adding free impressions to the campaign. It was a complete success!

Role: Associate Creative Director - Art Director

Copywriter: Alaina Woodhull

Creative Director: Diego Yurkievich

Agency: Latinworks.

This is a radio campaign for Viva, a popular laundry detergent brand in Mexico and that has managed to remain relevant for Latinxs in the U.S.

Viva’s brand promise is to spend less time doing laundry and spend more time with the family.

I brainstormed, wrote, and directed recording and mix for both audio ads.

Role: Associate Creative Director - copywriter

Agency: DDBº

This is a radio campaign for Snickers targeted to the Hispanic market. 

Snickers wanted to extend its “You’re not you when you’re hungry” campaign to Latinxs via audio. Something culturally relevant and insightful was needed to successfully take the campaign’s concept and create something that resonated with Latinxs.

This campaign was inspired by very well known, beloved, and popular songs in LATAM. The topics of these songs are always melodramatic, so it felt like a natural connection with Snickers’ campaign.

The lyrics were changed but the tune was kept the same to make the songs recognizable to our target audience. The result was a success creating audio spots that resonated with Latinxs while also delivering the message that you’re not you when you’re hungry.

Role: Associate Creative Director - Copywriter

Creative Director: Chepe Antillón

Agency: Latinworks

Blame it on David Carson and on nostalgia for how my teenaged-self loved and admired him. His unapologetic aesthetic combined with the —not yet true– prediction of the end of print had me swooning. So, when I got the chance to visit an old private airport, I went around looking for fonts everywhere: airplanes, tires, cargo trucks, pavement, machinery, etc. This was shot at Coolidge Municipal Airport in Arizona in my breaks during a film shoot.

I love how the daily use and the passage of time made all these fonts look grungy. The already existing textures (rust, cracks, etc.) plus obligatory photo vintage filters make these compositions look like something from the late 80s.

If you’re curious, you can visit Coolidge Municipal Airport here.

Volkswagen wanted to announce that now all their cars had Sirius XM. This campaign was created inspired by songs titles related to roads, streets, highways, and avenues. These ads were published on Rolling Stone magazine targeting music fans to deliver the message while also serving as a music puzzle for our target consumer.

Role: Associate Creative Director - Art Director & Copywriter

Agency: DDBº

Sleeping well makes a difference and not only you will notice the difference.

This is an audio campaign for a mattress sale at Liverpool, one of the leading retail stores in LATAM.

Role: Associate Creative Director - Copywriter

Agency: DDBº

Created a print campaign for Enough Is Enough, a non-profit organization with the mission to make the Internet safer for children and families by raising public awareness about the dangers of Internet pornography and sexual predators. 

Role: Associate Creative Director - Copywriter & Art Director

Agency: Latinworks

McDonald's asked for a print ad to remind consumers that they start serving breakfast at 5 a.m. We thought the only thing better than a beautiful sunrise to start the day early was a sunrise with breakfast.

Role: Associate Creative Director - Art Director

Agency: Alma DDBº