Creative Direction + Art Direction + Digital & Integrated Design + UX/UI / Concept & Strategy
Client: Samsung
Objective: Show the New Samsung S3 to the world through a unique and far-reaching mass media campaign.
Solution: A cross-platform experience that connected people through a digital torch relay, for nomination and selection of the 8 “real-life” torchbearers for Mexico in the London 2012 Olympics. The digital ecosystem was supported by 360o advertising PR, and marketing across social media, web, print media, TV, events, and promotions.
* Creative Director for Digital Development: Facundo Romero
Press:
Mexico CNN: http://goo.gl/eetV0K
Anouncement: http://goo.gl/smhY90
Cross platform design, art direction, and concept art for the International Gears Procircuit Esports Tournament - held, developed conceived around the Gears of War Franchise.
This effort integrated many channels and ways of communication/connection including web, mobile, xbox, twitch streams, live broadcasts, social media, live events, etc. Regionalization was key, so as to expand the target base and make outreach to new fans with a personality that was relevant to their cultural mindset.
Creative Director + Art Director + Concept & Strategy + UX/UI Design + Original Art
Client: Scribe
Brief: Increasing brand awareness among a new generation of consumers, while developing engagement through a 360 degree campaign that combined digital, traditional, and alternative media.
Solution: A multi-device experience that provided people with a platform for creating colourful creatures through web, mobile, tablet, and public installations interfaces. The 3 most “liked” creators won a trip around the world, as an opportunity to keep developing their creativity.
The Digital part of the campaign was complemented by traditional media (TV, Outdoors communication, celebrity supported PR , etc) and a nationwide invitation for on-the-rise and established artists to create large real life Alebrije creatures. The second stage of the campaign culminated with the Artist-created Alebrijes parading through the city for everyone to enjoy.
Scribe reported a significant increase in share revenue, with the brand expanding their presence, and the strategy into South America.
Creativity and culture combined through technology showed people how everyone has the power to make something special.
* Installation spaces designed by Sam Flores.
Press: http://goo.gl/C0h0xR
App test: http://goo.gl/LC1Mol
Digital Art Direction + Creative Direction + UX/UI + Concept & Strategy + Original Art
Client: Pepsico
Brief: Increasing consumer engagement and awareness through a cross-platform digital campaign that's integrative of applications, web experiences, and mass media. It was conceptualized around The Simpson's themed Tazos(Pogs) - disc-shaped toys included in PEPSICO's family of snacks for kids.
Solution: A digital campaign that combined mobile, web and social media to make the experience of collecting and playing with tazos bigger and better.
Through a 360 mass media effort, consumers were invited to digitize their tazos/pogs by scanning them with custom AR enabled applications. The digitized tazos were usable for playing app native and web games for special prizes and rewards.
The library of games and rewards grew through the duration of the campaign, making the app and web experience richer, while providing new and greater value to the collected and digitized tazos. A social component allowed users to earn"bragging rights", by sharing their personal "gallery" with friends on social media.
The digital part of the experience combined:
1. Mobile App: for users to digitize, upload and view tazos in their gallery(collection). It also presented them with games playable with "virtual" versions of their collected tazos.
2. Web Site/Hub: for users to manage their collection, play alternate games and receive promotional information. Similar in functionality to the mobile app, and a richer presentation of the user's tazo collection and game accomplishments.
The digital campaign expanded the play possibilities for Tazos, showing Pepsico as a fun brand, that gets creative when connecting with fans.
Site(Offline-Test): http://goo.gl/80hsxx
Cross platform design, art direction, and concept art for the International Gears ProLeague Esports Tournament - held, developed and, conceived around the Gears of War Franchise.
This effort integrated many channels and ways of communication/connection including web, mobile, xbox, twitch streams, live broadcasts, social media, live events, etc. Regionalization was key, so as to expand the target base and make outreach to new fans with a personality that was relevant to their cultural mindset.
UX + User Interface + Digital Art Direction + Visual Design
Client: Ottawa Senators / Idea Rebel
Brief: Updating the user experience, and interface of the digital cross-platform game "Pick N' Play" while integrating a special point reward system from a partner brand(Casino).
Solution: A redesign of the site, to make it more comfortable, responsive, and of a higher experiential level across all devices and platforms. A key part of the UI was integrating a loyalty reward system that awarded players with points for playing a roulette-like poker modality within the Pick N' Play site. Everything was made to feel more game-like, while with the look and style of the Ottawa Senators NHL brand.
Concept Art, Digital Design, Visual Concepts and DLC for the Gears of War Franchise. All for a variety of efforts that involve Esports, Licensing, Marketing, Digital broadcasts, and live events.
Art Direction + Visual Design + Visual Concept
Client: Bacardi
Brief: Bacardi wanted to freshen up their image, presenting themselves through 360 media in a way that spoke to the latest (and youngest) aspirants of "cool".
Solution: A visual campaign was developed, with high impact communication that presented the brand and it's varieties Blanco, 8 Years, and Anejo in a variety of styles and tones. Each graphic style, was referred to as a "reaction". "Reaction", because the word stands for an event that happens due to something different existing. A brand that can react to anything, can listen and speak to anyone.
Hence, Bacardi Reaction.
Concept, Design & Art for Downloadable content and items to be used in gameplay and esports competition. Some were giveaways, some were rewards, and most of them were for purchase for a limited time.
UI/UX + Art Direction + Visual Design
Client: Unilever / Holanda
Brief: Unilever wanted to increase awareness of their Holanda ice cream brand across Mexico through a strategy that integrated digital and traditional mass media
Solution: A nationwide 360 campaign in which people could share a smile in exchange for 2 cones of ice-cream - one for the "smiler", the other for sharing(thus producing another smile).
Ice cream was dispensed by touch-sensitive vending machines, which were installed in high traffic pedestrian areas. Each one had a camera-enabled smile detection system that made getting ice-cream as easy as smiling.
Each smile was also registered into a counter, accessible through web, that served as a symbolic quantification of Mexico’s happiness. The smile count ended on April 11 - and it was marked by a massive musical event with free ice-cream, held in celebration of Mexico being a very happy country.
The brand’s popularity was greatly increased, as it became a reference for sharing and having a good time with friends.
*Creative Direction & Strategy by Xabi Liceaga.
Press: http://goo.gl/1DNfdx
UX/UI + Digital Strategy + Information Architecture + Visual Design
Client: Vancouver Startup Concept
Brief: Develop a working prototype for a product in a 24 hr time span.
Solution: A mobile app that helps people enjoy the wonders of a place, by taking them through paths generated according to what they've liked or expressed interest in.
When a user performs a search, they're presented with visual results, sorted by proximity according to where they stand. Once they see something they like, they can get directions to get there, or add it to a list of items. When multiple items are combined, a path can be generated that's focused only on what the user wants to see. The path is dynamic and adapts to anything the user adds or removes to it. It can also be saved for editing or sharing.
As the user uses the app more, the search results also improve, by using search history as a reference. The quality of the content is always relevant and fresh, as it is sourced from instagram, using image tags and time to generate the best results for every location.
*The App placed 2nd place in the TechVibes Vancouver Startup Week. It's development is currently on hold.
Press: https://techvibes.com/2015/09/28/vancouver-startup-week-2015-09-28
Art Direction + Concept & Strategy + Creative Direction + Visual Design
Client: Nestle / Nido
Brief: Nestle wanted to create awareness of their Nido product line of milk cartons for children aged 6 and younger.
Solution: An integrated campaign with print, digital, TV & outdoors media that enticed children to learn about the product and try it. Visibility was increased through events where the product was sampled and spaces for play were made available.
The product's share revenue went up with numbers reflecting great reception across the target audience on a nationwide scale(Mexico). The brand extended the strategy’s duration and expanded it’s reach, becoming the most important milk product for children on the go.
* Play spaces designed by Sam Flores.
press: http://www.nido.com.mx/
Product & Service Designer + UX/UI + Information Architect + Digital Strategy
GoGlobe* is a web & mobile friendly platform that provides easy access to learning opportunities around the world.
Go Globe is aimed at the Japanese market, speciically people ages 15+, giving them a centralized way of finding schools, or institutes that offer what they're interested in learning. Through the platform, they're also able to set up their living accommodation, receive immigration support, and complete every requirement for starting their new life in a new place.
It was deployed in Japan early 2015.
* Currently in development.
UI Design + UI Art
User Interface Design and Art for Gears of War Esports events and broadcasts. This is seen in global multiplayer competitions held through live events broadcasts.
Visual personality aligns and expands the visual style of the recently released Gears of War 4.
Art Direction + Visual Design + UI/UX
Client: Unilever / Primavera
Brief: Unilever’s Primavera brand wanted to become the leader in margarine sales by increasing awareness and engagement with their target consumer.
Solution: A mass media campaign that offered its target an opportunity to design and win the house of their dreams. Through a simple website interface, participants were able to design a house, for submission into a voting network. The most liked one would be made, and awarded to the holder of the winning ticket found inside the branded products
The brand’s notoriety increased, with nationwide participation, and an improved online presence based on the dialogue that happened between consumers as they shared their dream home.
* Creative Direction by Facundo Romero
Visual Design + Art Direction
Client: Various
Solution: Visual communication, art direction and design for event promotion, production and communications.
Design + Art Direction + Illustration
Design for branding, concept, visualts and style for Gears of War Esports Leagues, Events, Social Media and Broadcasting.
- Gears Pro League
- Gears Pro Circuit
- Gears Fight Nights
- Gears Community
Art Direction + VIsual Design
Client: Unilever / Hellmann’s
Brief: Unilever wanted to increase consumer engagement with their Hellmann’s Light mayonnaise on a nationwide level. A key aspect, was creating awareness of the product as a healthy and delicious alternative.
Solution: A digital and mass media campaign that invited people to gather on “The Yummiest Day”, a day of sharing the world’s longest sandwich with Hellmann’s Light Mayonnaise. Convocation happened through traditional, and digital media; for an event that was held in a theme park, where people could play games and enjoy all kinds of treats from the brand.
The event enjoyed heavy press coverage, with a PR strategy that solidified the brand as a facilitator for worry-free fun.
Press: http://goo.gl/1DNfdx
Record: http://goo.gl/GwRjKk
Special edition Character and weapon concept and design for ESPORTS, special events, rewards and for sale in the xbox marketplace. All conceptualized to be dark, sleep, shark and elegant.
Art Direction + Visual Design + Concept Art
Client: Sony
Brief: The new Sony B-Series headphones and GENEZI soundsystem for casual party DJs where being launched in Mexico, so they required a visual campaign to support their marketing and communications.
Solution: A visual campaign was developed for B-Series, in which each headphone colour was given protagonism in visual communication representing personality types: Rocker, Electronica-types, Pop-followers, R&B Groovies, etc.
For the GENEZI soundsystem original art was created presenting as the element that gets the party going.
Art Direction + Visual Design + Concept Art
Client: Various
Brief: Artwork for various clients and brands.
Solution: They all start with pen and paper and end up with as much digital as necessary to create a nice feel. Clients include Sony, Puma, Bacardi, Scribe, Nestle, Barcel, Puma, Unilever, etc.
UX/UI + Digital Strategy + Art Direction + Creative Direction
Client: Jugos Del Valle
Brief: Jugos Del Valle, a popular Fruit brand in Mexico, wanted to increase engagement with their consumers by taking over the feel of the summer.
Solution: An creative campaign in which the audience was invited to share happiness along a virtual road. The road could be found and tracked through an app, which could also be used to send messages to others users on the path. Commuters received messages of joy and samples of juice along the way, to make the journey to their destination a sweeter one.
Visual Design + Logo Work + Art Direction
Client: Various
Brief: Logos as part of branding or image revamping.
Solution: They vary in tone, content, message and style. Brand creation and/or extension
Art Direction + Visual Design
Concept Art
Client: Axe
Brief: Axe(LYNX) wanted to promote their new unisex for him, and for her line of deodorants. The brand aimed to be an ambassador of freedom from behavioral restraints where everything is good as long as it feels good.
Solution: A multimedia campaign, that presented target consumers with solutions and guidance for dealing with the end of the world. The message was to reach mainly through inter-user networking, where they would help each other survive.
Art Direction + Visual Design + Strategy + Creative Direction
Client: Unilever / Sedal
Brief: Unilever’ aimed to create awareness of their new Sedal Color Vital, a product line that protects hair dye for up to 4 weeks, through a strategy were consumers could learn about the product and sample it through a combination of digital and traditional mass media.
Solution: A PR based strategy that showcased the product line through mass media, while inviting consumers to follow the lives of celebrities so they could see how their colour stayed rich and beautiful for 4 weeks through the use of Sedal Color Vital. Share revenue increased, with the brand taking the lead in hair care market in Mexico.
* Spaces designed by Sam Flores.
Press: http://goo.gl/tJEdlR
Design + Art Direction + Illustration
Design for branding, concept, visuals and style for DLC and event promotions Gears of War Esports Leagues, Events, Social Media and Broadcasting. DLC items included: weapons, characters, and special digital content.
UX/UI + Digital Strategy + Art Direction + Visual Design
Client: App Concept for Private Client
Brief: Create a way for people to discover the non-commercial things that people love about a place.
Solution: A mobile app that helps people see a place as the locals do, by enriching the experience of being there with crowd-shared media. The media could be sound, video, images, text, or a combination; geo-tagged, and always freely accessible through the app. Content for each location would be refreshed as people add something for others to find, or leave feedback for what others left before them.
The app is a window into what people from a place want the world to see.
* Private Client
Art Direction + Visual Design + Concept Art
Client: Ben n' Jerry's
Brief:Ben n' Jerry's needed to make their consumers more aware of their culture of caring for the environment. They required some kind of communication to share with followers, partners, etc; which facilitated caring for the environment.
Solution: A communication plan was developed with original artwork & design of giveaways, special content and reminder, which was distributed through Ben' n' Jerry's network.
Design + Art Direction + Illustration
Identity, Style, Concept & Design for Gears of War Esports Leagues, Events, Social Media and Broadcasting.
- Gears Pro League
- Gears Pro Circuit
- Gears Fight Nights
- Gears Community
Art Direction + Visual Design + Concept Art
Client: Instituto Nacional de Las Mujeres
Brief: An NGO focused on equal rights and protection from spousal abuse aimed to convey their mission through a visual concept that was impactful and relatable.
Solution: Concept art and design for mass media communications. The imagery portrays how tragedy and despair can easily hide behind promises and aspirations held up by denial.
Design for Original Apparel
Special gear, conceptualized, designed and produced for Microsoft's Gears of War Esports international tournament series.
Visual Design + Art Direction
Client: Gerber
Brief: Gerber foods required a visual campaign for their communication through mass media, integrating digital and traditional. The focus of the communication was their line of juices for babies.
Solution: A mass media campaign where viisual language was developed to convey the freshness of the fruits used to make Gerber juices. The brand makes its presence felt in the warm feeling created by the constant baby blue with dim glow in the background
Design + Art Direction
Concept, design and integration of 3D artwork for key character guides from Gears of War 3 and Gears of War Ultimate Edition.
Art Direction + Visual Design + Concept Art
Client: Lincoln/Ford
Brief: Promotional campaign for the bigger and more comfortable Lincoln "Navigator"
Solution: Print campaign for mass media and OOH channels. The Lincoln "Navigator" series was showcased in visuals that conveyed unique and innovation in terms of comfort and style.
Visual Design + Art Direction
Client: 3M
Brief: Object design for a 3M event - A stick-on tree made of a glow in the dark material that becomes illuminated to reveal a message of gratitude. The driving concept for the piece is conveying 3Ms pursuit of innovation with mindfulness for the environment.
Product & Service Designer + UX/UI + Information Architect + Digital Strategy
Brief: Mobidia(AppAnnie) a data analytics tracking company for mobile apps wanted to make it's platform more useful and feature rich, while also improving it's SEO functionalities.
Solution: I redesigned their main product's information architecture, with an alternate and more comprehensive search logic that along with other features made app analytics tracking more useful and valuable. This was complemented with a user experience that provided contextual cues, and search term assistance through suggestions representative of the user's search patterns.
The overall revamping of the UX and UI of Mobidia's analytics tool led to improved results and concepts for integration into future versions.
Use manual for original replicas of weapons seen in the Gears of War universe. These instruction manuals also served as reference for outside providers to generate partially functional models for purchase in the Gears of War marketplace.
Visual Design + Art Direction + Concept Art
Client: Maizena
Brief: Maizena a brand of popular starch based foods wanted to project the warmth of their brand through a mass media campaign.
Solution: Concept art and design for use in promotions, and key visuals for advertising and marketing strategies. The visual language conveyed warmth and nostalgia, through a very Mexican feel in both tone and form.
Mini Stories + Short Funnies
Client: Masters Study Prototype
Brief: Students and teachers need help understanding and supporting each other in their growth path. Can a digital tool facilitate this?
Solution: A prototype file, communication and peer support network developed for my Masters studies in collaboration with other students. This is one of several iterations, and my personal favourite.
* Masters Program (Centre for Digital Media)
Script + Storyboard
Client: Pacific Star
Brief: Pacific Star, a food transportation company, wanted to develop a branding video to explain their business to potential customers.
Solution: A branding video combining live action and animation, where the brand presents its services in a very visual and almost playful manner.
* Motion graphics by Tungsten Pixel A branding and video production by Royal Fokers.
UX/UI + Art Direction + Visual Design + Concept & Art
Brief: Make a game in 24 hours... Without a developer(s).
Solution: 'Munch Munch Boom' is a tower defense type game where the user has to prevent junk food from entering a human couch potato. The more the protagonist eats, the larger he gets. His enlargement is also slowed down by towers that attempt to destroy everything on the feeding path. The game ends if the protagonist eats too much.
* All that was made of this game was the concept art which was then animated to make this trailer. I made this while studying in the Masters Program at the Centre for Digital Media.
**Music “Datagroove" by Goto80
Available on the Free Music Archive freemusicarchive.org/
Under CC BY license creativecommons.org/licenses/by/3.0/
