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Updated: Jan 19

There's something about building a visual language that truly thrills me, maybe it's due to my human design or that I thrive under large scopes of work. And mind you, this is coming from someone who use to bullshit on her research papers in high-school.

For Amazon Latin Music Siempre campaign, I was invited by the incredible team to build an entire toolkit that would be utilized from out of home campaigns to featured in the Hip Hop x Siempre documentary.

During the initial call I knew right away that I would be taking on a big responsibility to design an identity that would be prevalent across a series of different media. Yet sometimes being able to implement what I've learned is the kind of challenge I want. I understood that once I can weed through a mood board, ideate and research that I could take that responsibility with confidence.

After sitting with the brief, I landed on a theme that was heavily inspired by old-school Reggaeton album covers which showcased a side of grit, hustle, darker hues with a touch of chrome or wear and tear.

But most importantly, my goal was to also add in a couple odes to gen-z culture as the resurgence of the Y2K trend. Yes it was important to celebrate the legacy but so was welcoming the younger generation to join the conversation.

With three rounds of revisions and periodic zoom check-ins, I delivered 30+ individual assets from title, backgrounds, various 2D and motion elements, treatments and a few mock-ups to reference. The team met me with such excitement during our last call, they applauded on the fact that I really understood the premise of this campaign and what it would achieve.

I'm sharing some pages from the deck as well as how the campaign went live in Times Square and during an event.

If you're still reading this, let this be an example of how becoming it before being hired for it, solidifies just how much more valuable and skilled you are to take complex goals and turn them into a story.


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