Gangas and Deals revamp
Role: Creative Lead & Art Director
Scope: 360° Integrated Campaign (TV, Digital, Social Media, Photography)
Led the complete creative rebranding and strategic evolution of "Gangas and Deals," the premier e-commerce segment on Univision’s Despierta América. The challenge was to transform the segment's existing visual identity into a highly sophisticated, standalone brand personality capable of driving massive engagement across both broadcast TV and high-velocity digital/social commerce platforms.
My Role & Strategic Solutions
360° Art Direction & Photoshoot Leadership: Owned the visual blueprint of the relaunch by serving as the Art Director for the master campaign photoshoot. I directed the on-set talent, photography style, and overall aesthetic to ensure the new, elevated brand personality was captured flawlessly.
Asset Post-Production & Curation: Meticulously selected and edited the hero imagery from the shoot, establishing the core color grading, visual tone, and asset standards required for cross-platform scalability.
TV Commercial & Storyboard Direction: Translated the new static identity into a dynamic broadcast asset. I developed and structured the comprehensive storyboard for the national TV commercial, directly collaborating with and guiding the video production team to ensure the narrative pacing, motion graphics, and brand integrity were seamless on air.
Web Redesign & Newsletter Strategy: Directed the end-to-end website redesign to align with the premium new look and feel. Designed and launched a high-converting newsletter strategy engineered to capture high-intent traffic and deepen audience e-commerce engagement.
Team Leadership & Scalable Social Templates: Partnered closely with the Senior Graphic Designer to establish the new design system. To ensure the brand could scale efficiently post-launch, I developed a comprehensive ecosystem of dynamic social media templates, empowering the digital marketing teams to deploy localized, high-performing content rapidly while maintaining strict visual consistency.
