In 2010 i was fortunate to form part of the creative team of Crispin+Porter & Bogusky responsible for the release of the new big family of Volkswagen Jetta. The first phase of the project consisted on the design, production, and execution of the Jetta line brochures. The Jetta line consisted of the Jetta sedan, wagon TDI (Turbo Diesel Injection), and the TDI wagon.
As one of the biggest brochures in the Volkswagen assembly line, it also required an extensive production, from the design phase which took place in Miami,FL, to photo production which took place in Los Angeles, CA.
In this Project i had 100% involvement in every single step along the way, such as setting up the scenes for the lifestyle and product shots, art and photo direction on set, wardrobe, and layout design of the final book which circulated worldwide.
Till this day, this still remains as one of the most gratifying experiences of my career, exposing me to a very big challenge at what you can say was an early age. Working side by side with some of the best creatives in the country, amazing production teams, post-production teams, and photographers that at an early stage of my career sparked my interest in pursuing photography as well.
I’LL NEVER FORGET…
I’ll never forget where I was the morning of 9/11.
I’ll never forget that empty, scared confused
feeling as fighter pilots flew over my high school
while escorting Air Force 1 back from the
Florida keys with the president.
I’ll never forget crying with my family in front
of the TV day and night.
I’ll never forget looking up at a plane in the sky
after that day and no longer having that
child-like innocence and curiosity as I watched
it fly by.
I’ll never forget that on a day like today, 17
years ago, many lost their loved ones, many
lost their innocence and many lost their mental
freedom by adopting a strong sense of fear.
But, through the years, with hard work we have
been able to shake off some of that fear and
gain back some of that mental freedom.
I’ll never forget where I was on the morning of 9/11
and I’ll never forget that there are many serving
our country to protect it, to keep us safe and allow
our children to look up at the sky and smile with
curiosity.
–Me
This particular project is one that is very dear
to me for a number of reasons, both emotional
and work-wise.
Earlier this year we were on production in
Puerto Rico, a production that was originally
scheduled for the last quasar of last year but this
was affected by hurricanes Irma and Maria.
Hurricanes that as we are aware today devastated
the island in catastrophic proportions.
While the brand was looking to push their
communications towards functionality and
reliability as the only provider up and running after
the storm, we took the initiative of proposing a
brand message of hope and optimism to the people
of Puerto Rico.
In an effort to bring this message of strength
and optimism to the island during these hard
times I took the initiative of proposing an online
video on behalf of the brand while using
Adriana Diaz, a young local olympic athlete who
is also a sign of a bright future for the island.
For three days I was able to drive to the interior
of the island, visiting small and remote towns
which were heavily devastated by the storms and
some of which are yet to get their electricity back.
I went to these town with the intention to capture
some footage of the locals on their everyday activities,
working, commuting in an effort to show how boricuas
all around the island are moving towards the
reconstruction of their roads, their towns and for some,
their homes.
Speaking for the whole island through the voice of
Adriana I was able to write about her and use her
story and her point of view as a metaphor for the
boricua in general.
“This was a very particular project because it
was the first time I’ve connected, written, filmed
and edited a project. A project which the client
believed in so much, that, without expecting it it
would go on to not only run as a digital content
video for Facebook but would go on to run on
brand spot.”
I hold a very special place in my heart for the
island of Puerto Rico and it’s people. This is an
island that through my years has given me a lot to
enrich myself in very essential ways through music,
for my career and for the simple fact the it’s one of
the places where I go and it reminds me the most
of being back home. When you’re far away from your
family and from the country you like to call home, this
is something you grow to appreciate dearly.
2014 has been a big year for singer songwriter MARC ANTHONY, and as it looks, it still doesn't even flirt with coming to an end, but the same goes for NET10 Wireless.
As sponsors of part of the tour and the singer's newly released music video, we were assigned by NET10 to develop a 360º campaign to not only promote his big back to back 2 date show in Miami, but also to promote a sweepstakes for a chance to win front-row tickets to see the show, and for Puerto rico, an all-expenses paid trip to fly to Miami and see him on October 3rd, 2014.
The campaign consisted of print, out of home, digital direct-marketing, microsite development, and social media (Vine, Instagram, Facebook & Twitter).
Out of Home/Event Promotional Poster.
Barack Obama re-election fund-raiser held in Miami on 2012.
Out of Home / Event Promotional Poster.
Online Game Interface design and development for the Mercedes-Benz AMG Black Series.
Mercedes-Benz AMG DRIFT REVOLUTION.
In 2012, while forming part of the creative team at MARCA Miami, we received and invitation to pitch the Re-branding of the Adrienne Arsht Center for the Performing Arts, in Miami.
The assignment was to not only Re-brand the performing arts center, but also to set the tone of the brand to resonate amongst the Miami locals in an effort to make the performing arts part of the culture in a multi-cultural city with an ever-growing art and music scene.
After stating the tone for the brand with the line "come as Miami", we proceeded to target all different age ranges, music and art interests, and performing art enthusiasts on a local and global platform.
