Context
Project developed for The Coca-Cola Company to introduce Vitaminwater into Latin American markets with a localized campaign, rather than adapting existing US communication. The objective was to position the brand within a more premium segment while building awareness in a new region.
Challenge
Launching a globally recognized product in a new market required balancing brand consistency with cultural relevance. The process also involved navigating complex stakeholder expectations while defining a distinctive creative direction for the region.
Role
As Creative Director, I led the development of the campaign from concept through production, including pitch development, film direction support, and post-production across a series of eight digital spots. The work also extended into broader campaign assets across multiple channels.
Approach
The creative focused on establishing a tone that elevated the brand’s perception while remaining accessible and engaging for the target audience. This involved shaping the visual language, narrative direction and execution across film and supporting materials, working closely with production teams and client stakeholders throughout the process.
Outcome
The project resulted in a multi-asset campaign tailored to the Latin American market, reinforcing the importance of localized creative leadership when expanding global brands into new regions.