WORK DONE
Showcase of some examples
Audi
Transitioning to a universal seamless customer journey
The automotive
industry is currently in the midst of the greatest transformation in its
history. The mobility of the future is sustainable and networked; digitalization
makes it simpler, more personal, and smarter.
For two years from the agency side, I managed and led all brand, strategy and digital campaigns for the German car company Audi. Managing a team of 20+ members, our goal was to create a consistent, seamless, and emotional premium experience for all brand touchpoints. As a result, we improved its digital presence and the user’s online experience. We launched interactive tools that encouraged them to test drive and stay in touch with the brand in a meaningful way, as well as making aftersales more accessible and frictionless.
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The brand wanted to revamp its loyalty program and we used design thinking. For nine months we did research, interviews, best practise analysis in other industries and brainstoriming sessions with car sellers and clients. All this information led us to create a new concierge-based digital platform which would cater seamlessly the different needs of our users and not only related to driving but to the concept of mobility and beyond.
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For two years from the agency side, I managed and led all brand, strategy and digital campaigns for the German car company Audi. Managing a team of 20+ members, our goal was to create a consistent, seamless, and emotional premium experience for all brand touchpoints. As a result, we improved its digital presence and the user’s online experience. We launched interactive tools that encouraged them to test drive and stay in touch with the brand in a meaningful way, as well as making aftersales more accessible and frictionless.
The brand wanted to revamp its loyalty program and we used design thinking. For nine months we did research, interviews, best practise analysis in other industries and brainstoriming sessions with car sellers and clients. All this information led us to create a new concierge-based digital platform which would cater seamlessly the different needs of our users and not only related to driving but to the concept of mobility and beyond.
Nike
Taking a bold step to deliver genuine love for sportMake peoples sneaker dream come true
Nike was one of the first brands to venture into the world of personalisation when it launched Nike ID in 2000. Its customisation offering has since grown from just being a feature on its website to include over 100 in-store ‘studios’ all over the world. I researched in London to create a new brand space / retail experience, to reinforce engagement onsite with visitors and achieve both awareness and perfomance goals. I was in charge to deploy this initiative in Spain together with HQ.
Depict Spanish athletes to the world
In the last
decade, a new generation of athletes (most of them
sponsored by Nike) were changing forever the world's perception of sport. Spain's basket team was in a winning streak before
winning the Eurobasket, Guardiola’s Barça won every trophy and did it in
style, and Rafa Nadal started his dominance at Roland Garros. It was time to make
it clear that something was changing in the Spanish sports scene. From the agency
side I led the communication, creative and
production plan for a variety of campaigns.
I’ve worked on countless campaigns where the goal was to represent an attitude and lifestyle for the brand. Nike is not only sport, it's a mindset. Launched back to school collections, specific product launches and led local shootings to adapt the global strategy in Spain.
I also conducted various focus groups to detect insights to ideate new collections and retail experiences.
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I also conducted various focus groups to detect insights to ideate new collections and retail experiences.
Faster than the wind and other global campaigns
I led in Spain the global launch of “Momentum”, the new Mercurial football boot and other campaigns to attract FOOTs (footballer obsessed teens), runners and sneakerheads. This included also to liaise with
NBA and football players, as well as ideating and executing its PR
communication within the Spanish media. During five years Nike sent over briefs
which I handled and worked with creative teams to come up with the most
innovative solutions to their needs.
Barça Innovation Hub
Bridging industry pioneers to the future of sports
The Barça Innovation Hub aims to change the soccer world through athletic excellence using its more than 120 years of knowledge and innovation.
I collaborated with the conceptual naming for the most important congress where sport pros gather and interact to discuss the challenges ahead. I took part giving birth to the creative concept, a manifesto and communication strategy of this unique event, which embraced the influence of women in sport.
I collaborated with the conceptual naming for the most important congress where sport pros gather and interact to discuss the challenges ahead. I took part giving birth to the creative concept, a manifesto and communication strategy of this unique event, which embraced the influence of women in sport.
Deutsche Bank
Shifting to a global attitude
I joined Deutsche Bank Spain to create the content and branding department.
With the global team, we devised one of the first guidelines with a closer brand attitude and above all to escape from the code used in financial services.
It was urgent to take a step to redefine and reposition the brand around the purpose of its business. Instead of the bank just talking about what it does, it was time to explain why that matters for its customers and the wider world.
I worked together with the global brand team to create the first style guides, and making them more attractive as well as defining the brand’s personality to escape from the established category code.
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For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.
the plan to bridge the art world with our audience and core target.ve pIdeateIdeate and execute the marketing plan to bridge the art world with our audience and core target.and execute the marketing plan to bridge the art world with our audience and core target.
For the first time in Spain, a content campaign was launched under the concept of "the value of time". In this campaign, I wanted to convey using emotional branding, the importance of time and its value for people through architecture, dance and sport.
Deutsche Bank spoke about beauty from an emotional standpoint. We appeared in Vogue, GQ, architecture magazines and in publications related to finance. I ideated and executed the marketing plan to bridge the art world with our audience and core target.
The brand value increased in the Spanish market as well as the brand perception among HNW individuals.