Before becoming an art director, I worked on the dark side of the client. Here are a few of the projects I led.
La Roneria (2008)
Cacique was losing authenticity and quality perception among consumers. To bring it back, we created a program based on its roots, heritage and ingredients. New packaging and sensorial testings brought to consumers and influencers by Luis Figueroa, Cacique's distiller master, in a simulated Venezuelan jungle. The program was a success at it was scaled nationwide the ucoming year.
Diageo Cocktails (2009)
As part of the Innovation department, I was involved in designing and testing new business opportunities and new ways of consumption for the Diageo brands.
We launched Cacique Mojito, Smirnoff Caipiroska, Smirnoff Cosmopolitan and a Cocktail platform both in retail an on trade channel after proving its success.