Projects
For my thesis, I decided to work on a personal and professional project that I had started in my years as a student: Dulce Tentación. Dulce Tentación is an Argentine bakery in Madrid that seeks to enchant the Spanish market with its autochthonous delicacies.
After doing extensive research, I found out that Madrid is Spain’s main commercial and service centre, yet there are only 10 Argentine bakeries in the center of Madrid. Considering the countless proof of the international success and interest of Argentine products, I found a missed opportunity and therefore immense potential of the startup. Through that research I was able to narrow down the target audience onto two groups: Argentines living in Madrid and madrileños (people who are from Madrid) curious to expand their culinary and cultural experience.
Imagine having to do a cross media campaign for a relatively small and new NGO who doesn’t have much of a budget, employees or focus allocated to its communication.
Well, that is exactly what my Cross Media teacher asked of her students when she introduced the case of the Danish NGO: FANT.
Present in Sierra Leone, Ghana and Gambia, FANT is short for Football for a New Tomorrow. It partners with local organizations to create stronger civil societies and promote development within the community through sports. Since their start in 2012, the Danish NGO has launched five projects, but the one chosen for my class’ project was “Backway is not the solution”.
“Backway is not the solution” collaborates with YAIM (Youth Against Illegal Migration) to prevent Gambians from falling into the trap of illegal migration, and consequently suffering from a scam that leaves them with trauma and economic loss.
For the cross media communication plan, they wanted to create awareness and incentivize Danish donations, without resorting to the typical sad and guilt-tripping messages of NGOs.
Whether you believe that minimalism is a growing trend or a massified lifestyle, one thing is true: it is a phenomenon that is worth studying. The final project for my Market Research class consisted in analysing the minimalism market and proposing a service or product that would align to the wants and needs of this part of society.
Being a photographer is also being a storyteller; opening a new world to those who contemplate your art. Throughout all of this process, I wanted to be as creative and genuine as I could. I wanted to let my surroundings surprise and inspire me. So I decided to not plan my pictures ahead of time. It was a difficult task to achieve, but I realised that through this method I allowed myself to be in the present. To really submerge myself in my work. To use what was available to me. And something that was a constant in all my pictures was my friend Pedro.
How can the most elite nightclub in Copenhagen incorporate a CSR strategy into their communication plan and salvage their reputation?
That is the question that my group posed, and consequently answered, in the CSR report found at the bottom of this page. But first… who is ARCH?
ARCH is one of the most expensive, notorious and exclusive nightclubs in Copenhagen. As most clubs, they have bouncers, but as few clubs, they also have pickers. Pickers who are known for being incredibly selective, and somewhat, discriminatory. Even Politikken, one of Denmark’s most read media outlets, wrote an article exposing famous Danish singer’s, Karl Williams, rejection: “I was rejected for being too ugly”.
This has amounted the club a negative reputation. Reputation which may currently not be a problem today but due to societal demands, increase in political correctness, a growingly multi-cultural Copenhagen and changes in beauty trends will surely cause a problem in the future.
By introducing a CSR strategy onto their communication plan, not only will ARCH be the first in the field but they will also revamp their brand and actively prepare for the social demands of the future.
With 32850 reviews and a 4,6 rating, the T&N Original Mattress is one of the best memory foam mattresses in the market. With its own T&N Adaptive® foam, it is able to provide the maximum quality without compromising the comfort of the user.
Although Tuft & Needle’s positioning may be enviable, they need to differentiate themselves from competitors and win over their target audience’s trust and loyalty through a strong brand personality.
The ad highlights how the T&N Original Mattress adapts to all sleeping positions, scenarios and therefore people. It plays on the idea that as the mattress has memory adaptive foam, it remembers every single one of its customers and shapes itself to give them the best night of sleep.
The personification of the mattress, the comedic tone and the relatability of this ad, allows Tuft & Needle to show a friendlier and closer face. Everyone can feel identified and part of the T&N community.
In 2021, I participated in a Unilever Contest where students from all different Spanish universities had to create a campaign proposal for their beauty and personal care brand: Love, Beauty and Planet. The goal of the summer campaign was for the expansion of the British brand in Spanish soil. It had to show Love, Beauty and Planet’s personality, connect with the target audience, build a community around the brand and instigate a growth in their social media reach. The focus was not to create Advertising, as they had already went that route in the past, but to create captivating content which would generate owned, earned and paid media. The campaign also had to include a few influencers and a brand ambassador.
“Only originals make history”
For Women’s International Day, I decided to create a campaign that would shine a light on both the brand’s iconic personality and 7 women who have been trailblazers and role models in previous generations. The goal is to empower all women in society, while still feeling genuine to the brand and loyal to their marketing goals.
Cleopatra, Marie Curie, Virginia Woolf, Amelia Earhart, Frida Kahlo, Rosa Parks and Valentina Tereshkova: fierce, strong, and norm breaking. They were trend setters of their generations and so is Levi’s in ours.
The ad would star these powerful women, giving them a modern interpretation and a brand that accompanies their spirit, Levi’s.
RedBull is an adrenaline-loving, boundary-pushing, infectious energy drink brand. Over the course of its 34 years in the market, they have continuously established themselves as the leaders. Their affiliation with sports and star athletes, their ingenious advertisements and their constant communication efforts have paved their way for their outstanding success.
For my Institutional and Corporate Communication class, my group and I had to do an analysis on the brand as well as propose creative actions that RedBull could implement in the future in order to achieve its objectives.
Red Bull has lots of stars under its umbrella. A fact that is not only an advantage, but a differentiator. So why not make the most of it and create fresh, interesting and unprecedented content that would keep both Red Bull followers and the stars’ fans on the edge of their seats?
The Red Bull Stars Competitions would not only shine a light on the brand but also on the faces that represent it. For 5 weeks, Red Bull would put two Formula 1 drivers, surfers, football players, skaters and gamers to the test, like it has never been seen before.
Every practice has its ethical dilemmas. In this exploratory piece, I discuss a contemporary and controversial issue in advertising: How “flaws” are being targeted in the beauty industry.
Cellulite, stretchmarks, acne, wrinkles: All natural aspects of the human life. So why do most ads treat them as if their existence were of apocalipstic concern? And more importantly, what effect does it have on a vulnerable, insecure and impressionable audience?
For my Advertising Production class, we were asked to create a captivating and cohesive commercial with three random concepts. Each student was assigned an object, a location and a brand with which it had to create a storyboard, description and technical script.
My three words were: Book, boat and BMW.
Siena is an online clothing brand which launched launched on 2021. They are committed to produce high-quality, affordable pieces that make women look and feel a better version of themselves. Their garments are stylish, practical and for women of all ages. Although based in Argentina, it is set to expand its horizons through all of Latin America, having internationality as its mission.
The logo for Siena is sleek, elegant and minimalistic. It embodies the class, femininity and welcoming identity of the brand.
In the middle of a world pandemic, one can sometimes feel lonely. To make matters worse, meeting new people seems borderline impossible. However, in a technologically driven world, there is a modern approach to dating and socializing: apps.
Sadly, the use of dating apps is still a bit taboo and some people are embarrassed to try them. They are so concerned with how others would perceive them if they knew they used dating apps that they miss a great opportunity.
So I would do an ad campaign for Tinder where people can see how common it is for others to use dating apps. The purpose of the ad campaign would be to take the ‘taboo’ out of dating apps and add some humour and lighthearted fun to it.
Eucerin is a brand that is built on medical and scientific research in order to provide the most efffective and advanced skincare products in the market.
Their products arre traditional, reliable and dematologically-approved. their main goal is to promote healthy, radiant skin. Nonetheless, they fail to result enticing or relatable to the younger audience.
With summer getting closer and closer, Eucerin wants to promote the use of a sunscreen that is comfortable, easy and enhances the beauty found in everyone. Acne and oilyness are both skin factors that people feel isnecure about. With this campaign, I hope to create a conversation around skin positivity.
“This summer, let the shine come from within”
Comparison is a tale as old as humanity. Cave man would compare how big of an animal they could hunt. The greeks would compare how enlightened their philosophies were. And aristocrats would compare how prestigious their titles where and lavish their jewels where.
That comparison that is deeply rooted in our nature has only skyrocketed since the introduction to the internet and social media. Everybody is trying to show their best face forward, so much so that we sometimes create facades.
However is it really a facade, if you have lived it? Well, maybe you haven’t lived it, but you’ve experienced in such an intense and personal way, that it was as if you where there.
“The Catch Up” is a Netflix ad that explores that concept by showing a conversation between old accquaintants, one of which boosts up their life experiences inspired by Netflix stories.
Every brand wants to create an unforgettable experience for their customers. Countless branding efforts, loads of money spent on marketing, all to own a piece of the target audience’s mental real estate.
For Goiko’s ad, the audience follows the story of a man, who just can´t get one thing out of his head… Goiko burgers.
“Once you see it, you can’t unsee it”
“I shut my eyes in order to see”
-Paul Gaugin