Case · Es muy mexicano
A national responsible-drinking platform built from the phrases people use to normalize danger.
Traditional prevention messages often placed danger at a distance. Familiar jokes and phrases made risky behavior feel normal, socially accepted, or harmless.
The campaign used the audience's own language to expose denial. Cultural familiarity opened the door; the emotional consequence of putting someone loved at risk made the message harder to dismiss.
The idea — make the excuses visible
Outdoor executions, cineminute, and placement mockups — all real
Execution
Film + outdoor + digital. Cineminute, 30-second film, television, cinema, social media, and outdoor infographics — one idea translated across a national rollout.
Contribution
Creative direction. Helped shape the creative territory and led its translation across formats, balancing social impact, cultural relevance, and production craft.
This case has no festival record behind it — it's in the portfolio for a different reason: it's the clearest proof of original concept work, the kind a creative lead is asked to generate and defend, not just execute. The work reframed familiar phrases as evidence of risk, not reassurance.