Creative Strategy: Ideation, Storyboarding, Research, Copywriting. Art direction, Briefing creators, Management of the full project.

One standout project was the Doritos “Choose the Triangle” campaign for the LATAM market. The client wanted to position choosing the triangle as choosing the edgy, out-of-the-box option. Our challenge was to bring this to life across lifestyle pools like music, dance, socialising, and travel.

We leaned into playful, unconventional ideas — like using the triangle instrument in music or associating the triangle shape with travel destinations like the pyramids. The concept was quirky but effective, encouraging audiences to think differently and embrace that edginess.

The campaign was challenging creatively, but the client was very happy, and I’m proud of the visual results we delivered.