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 mass media campaign that provided a stage for people to show their creativity while experiencing their potential to make things that amaze.

All over Mexico people were presented with an invitation to create Alebrijes - creatures inspired by Mexican folklore - through digital interfaces that happened as street installations, mobile applications, social media and web. Creature creators could keep or share their "alebrije", with the shared ones becoming entries in a contest at the end of the first stage of the campaign. The contest was a celebration of creativity with the 3 most popular creature creators,  being selected through popular vote to travel around the world. An exicitng prize that encouraged them to keep exploring and developing their creative culture.

The Digital part of the campaign was complemented by traditional media (TV, Outdoors communication, celebrity supported PR , etc) and a nationwide invitation for up on-the-rise and established artists to create large real life Alebrije creatures. The second stage of the campaign culminated in the large real life 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

Creative Direction + Art Direction + UX/UI + Concept & Strategy

Client: Samsung

Brief: As official sponsor for the London 2012 olympics, Samsung wanted to share the new Galaxy S3 through a 360 mass media campaign that connected the spirit of the olympics with the magic of their latest development.

Solution:  An interactive mass media campaign that invited people to be or nominate someone as a torchbearer for Mexico in the London 2012 Olympics. Nominees were only required to be Mexican, so anyone, and everyone, had the potential to carry the torch for Mexico on the big day. 

Candidates were nominated through a digital experience that integrated cross-platform mobile applications, web services and social media; as easy pathways for anyone to get engaged and involved. Central to the digital experience was “GoFlame", an app that allowed users to be part of a digital relay, where passing a virtual torch was as easy as bumping phones. The torch relay was as tangible way for people to start nominating a torchbearer, and had a secondary function that invited them to sign their name in a public tally reflective of Mexico’s support for its olympians

4 of the 8 torchbearers were "iconic" Mexicans, preselected by Samsung, to inspire and invite people to help find the other 4. The other 4 were meant to be common-folk, like "you and me". This was communicated through mass media(TV, Web, Outdoors Media, PR Events, Tech Showcases, Radio, etc).  The final 4 were selected through popular vote, and on inauguration day, inspired their people  by carrying the torch in front of the world.

It was only 4, but out of millions it could've been anyone. It was "Everyone's Olympics" - a brand humanizing effort that brought people together.

* Creative Director for Digital Development: Facundo Romero

Press: 

Mexico CNN: http://goo.gl/eetV0K

Anouncement: http://goo.gl/smhY90

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

“Go Globe”

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.

"Ottawa Senators - Pick n' Play”

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.

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

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

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.

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.

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.

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 for art and sometimes people

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.

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/

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

"Pacific Star" (Spot)

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

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)

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.

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

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

Visual Design  +   Art Direction

Client: 3M

Brief: The brand required a design piece for guests at a branding event, where 3M showcased their novel use of materials, as well as they're pragmatic approach to innovation.

Solution: "Thankful trees" were created as cutouts of glow-in-the dark plastic. The trees would stick to a wall, hiding discreetly until the lights went out. Once in the dark a "thank you" message from the tree would be revealed, expressing appreciation for the lights being out. A small effort that gives more life to the environment.

* Gracias = Thank You (In Spanish)

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.

Visual Design + Art Direction

Client: Irreverence

Brief: Irreverence, an event organizer with an underground feel to it, wanted to promote their "End of The World Party" of December 31, 2012. 

Solution: Visual communication was developed for them to deploy through their network of clients, partners, and friends. Original artowkrs and designs were made conveying a post-apocalyptic horizon. With the world about to end, Irreverence seemed to be the only ones with an answer of what to do and where to go. Glad I was there to help.

Visual Design + Logo Work + Art Direction

Client: Various

Brief: Logos as part of branding or image revamping for clients from various industries.

Solution: They vary in tone, content, message and style. All aiming to add something to their respective brands while growing out of them, in inspiration, without clashing with what's worked before. 

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/

Art Direction + Visual Design + Concept Art

Various Clients for Varying commercial purposes. Mostly communication and branding, with use in various media.

Art Direction + Visual Design + Concept Art

Client: Chips/Barcel

Brief: Chips, a popular potato chips brand from Mexico, wanted to convey the extra-crunchiness of their chips through print media.

Solution: Original art and designs were developed, for use in print media, with different types of experiences. In one, the user would see a cartoon character moments about to produce a massive crunch, while in the other the user would have the opportunity to produce a "crunch" sound by tearing part of the page of. The tea-off would be layered with special paper to produce a loud raspy sound, similar to the light crunch heard when sometimes bites on a potato chip.

*Pitch Concept

Storyboard + Script

Client: Crystal CG

Brief: Crystal CG an animation company based in China needs a video as part of a Museum Exhibition to showcase and educate people about Olympic History and Chinese culture.

Solution:  Script, storyboard and animatic; developed from concept to animatic for preproduction. Developed as part of team BRIDGE under the umbrella of the Centre for Digital Media's Masters Program.

* Animation by Teng LV.

* Status: Preproduction for release in August 2014.

Mini Stories + Short Funnies

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

Storyboard

Client: Stage MX

Brief: Stage MX, an independent creative agency needed to convey their idea of an immersive experience, where viewers in an auditorium would witness a love story.

Solution:  A storyboard was developed to help give direction to the idea, while serving as a visual support for pitching the idea.