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Colgate Luminous partnered with Mexican actress Karla Souza (How to Get Away with Murder) to deliver the brand’s message in Latin America.

For the launch of Colgate Luminous XD Shine with whitening particles, we created a film where the product's benefit is shown in a very didactic but cosmetic way.

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We did a photoshoot in LA with photographer Andrew McPherson for the print campaign.

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For the social component of the campaign, we had a more intimate approach. Karla reflects on being her true self and how her smile is pivotal in doing so.

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Broadcast

Print

Work 1

Colgate Luminous

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Screenshot 2023-04-06 at 9.47.37 PM

A woman's self-confidence is a powerful force that helps her overcome her fears, handle challenges with resilience, and pursue her passions with purpose. This positive energy inspires others and attracts opportunities, making her an unstoppable force to be reckoned with.

FILM

LADY SPEED STICK

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I started my career as a junior art director at Y&R, where I worked for Ebel, a cosmetics brand in Latin America. Since then, I have worked in beauty categories such as skin care, hair care, oral care, fashion, and editorial.

A sample reel of my beauty films for skin care, hair care, oral care, and accessories.

beauty reel

Below are images created for hair care, skin care, and editorial campaigns. I’ve collaborated with photographers in NY, LA, and Sao Paulo. 

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photography

These are two of my favorite TV spots from when I was a junior art director working at Y&R Lima, both shot in Barcelona.

vintage beauty

Film

Arturo Goñi | Beauty

Beauty

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Screenshot 2023-09-01 at 8.00.42 PM

Apretude is the first and only long-acting, injectable PrEP for reducing the risk of getting HIV. It is designed to continuously help prevent the risk of getting HIV when taken every other month. We launched it on December 2021.

Patient Testimonial. Angelique.

Patient Testimonial. Michael.

Patient Testimonial. Mason.

Patient Testimonial. JT.

APRETUDE

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Screenshot 2023-04-04 at 2.12.59 PM

Kids have an extraordinary ability to find joy and laughter in simple things. On average, they smile more than 300 times a day. While adults, on average, smile less than 20 times a day (Martin & Kuiper, 1999). So, we invited kids to be the instructors and teach grown-ups their secrets to smile more. 

Case Study

Smile Master Class

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Palmolive is the leading soap bar brand in Mexico. Some of its more essential brand attributes are giving pleasurable experiences, delicious fragrances, and natural ingredients.  

The films are a visual representation of the enhanced shower experience you have with Palmolive. You get transported to the source of its natural ingredients, where you can interact with its textures, colors, and fragrances.

The Palmolive experience was translated into different formats in social media. Here is an example of the IG stories we created.

social

palmolive

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The world water crisis is currently ranked as the highest global risk based on impact on society as a measure of devastation. Because most products within the Colgate brand portfolio require water, they wanted to drive awareness of the issue and ensure consumers understand the importance of preserving water for the future of humanity.

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"Sinkboy", Silver, Outdoor, 2015 Cannes Lions 
"Sinkboy", Bronze, Outdoor Campaign, 2015 Cannes Lions 
"Sinkgirl", Bronze, Outdoor, Campaign 2015 Cannes Lions 
 
"Sinkboy", Shortlist, Press, 2015 Cannes Lions 
"Sinkgirl", Shortlist, Press, 2015 Cannes Lions 
 
"Sinkboy" and "Sinkgirl" selected for publication in issue 4/2015, Lürzer's Archive. 
 
"Sinkboy", Shortlist, Press, 2015 Clio Awards 
"Sinkgirl", Shortlist, Press, 2015 Clio Awards 
 
"Sinkboy", Winner, 2015 WPPed Cream Awards 
"Sinkgirl", Winner, 2015 WPPed Cream Awards

 Awards:

Prints

Save Water

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Colgate Luminous started a journey to reinvent the whitening category by showing that everyone has the power to shine brighter by embracing what makes them unique, their smile.

The campaign is based on the insight that the key to feeling beautiful is having the confidence to accentuate your uniqueness. By enhancing your smile, Luminous empowers you to look and feel uniquely beautiful. The smile is the catalyst for self confidence and is the ultimate expression of individuality. 

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Print and shopper

For content creation, we teamed up with Vice to produce videos where our subjects talked openly about beauty standards and the importance of a smile to show your true self. Mari Maria, a beauty influencer with 16.3M followers, hosted the series: XD Beauty Lab by Colgate.



Vice partnership

Video

shine your way

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Fueled by the media, madness, and the anxiety of modern life, “corrosive pessimism” can wear you down, make you feel hopeless, even stop you. Colgate responds to this, championing Optimism In Action: Inspiring you to find the courage to change your world for the better.

Colgate Palmolive and WPP Red Fuse won the 2022 Gold Effie in the Fast Moving Consumer Goods category for Colgate’s “Protecting the world’s biggest brand with a smile” .

Youtube

Colgate Equity

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Yliana Yepez is a unique luxury accessories brand based in NYC, made with exceptional European craftsmanship. Yliana Yepez has become a company recognized worldwide by actresses and fashion industry insiders.

Power is strength. It is the ability to do something. It is an unknown force. It is energy that generates change, a change in perception. You can express it with a glance, garment, or accessory. This collection celebrates power as a woman’s ultimate prerogative.  

Make sure that every choice you make is a powerful one.

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YY Power.

Observation is the basis for creativity. Using New York City as a source of inspiration. Yliana Yepez's handbag designs are based on it. Small details of places visited, a texture found on a random street or a wall, a simple stroll downtown. For Yliana Yepez, everything in the city is a source of endless stimulation.