HeadQuarters
At HeadQuarters Advertising, a leading Hispanic market agency in San Francisco, I led strategic marketing campaigns aimed at engaging the U.S. Hispanic audience.
I managed multi-channel campaigns, created culturally relevant content, and optimized paid media strategies to drive brand awareness and customer engagement. Clients included PG&E, AARP, United Health Group, Comcast, and many others.
I worked closely with these brands to deliver impactful, data-driven solutions that resonated with the Hispanic community.
This impactful video series for AARP uses powerful metaphors to emphasize the strength of collective action. It illustrates how a single drop of water or grain of sand might seem insignificant alone, but when joined with millions of others—like AARP’s members—they can form a dam or a beach. The message underscores AARP’s mission to create a better world for people aged 50 and above, showing viewers the immense impact they can have when they join forces with this dedicated community.
This humorous TV campaign for Comcast showcased the playful dynamic between a grandmother and her grandson. The storyline revolved around the grandson teasing his grandmother about her obsession with the TV and phone, thanks to Comcast’s unbeatable prices. In a comedic twist, he "charges" her to use the TV and phone, playfully blackmailing her as payback for hogging them. Originally a regional campaign, its effectiveness in promoting Comcast’s products led to a national rollout on both Spanish and English, resonating widely with audiences through its relatable family humor and engaging storytelling.
This groundbreaking PG&E commercial marked a departure from general market adaptations, embracing a culturally resonant approach tailored for the Hispanic community. By focusing on the family dynamic and emphasizing cultural values of teaching and togetherness, the video delivered a powerful message about the importance of energy conservation in everyday life.
This charming and humorous commercial for Language Line highlights the struggles non-English speaking families face during important phone calls. It features a typical Hispanic family where the mother relies on her 10-year-old son to translate a conversation with a business, such as a bank or internet provider. However, the son translates everything literally, creating amusing misunderstandings due to his lack of context. The clever wordplay underscores the need for professional translation services like Language Line, offering a reliable solution for families navigating complex conversations.
For Kool Smiles, I created a series of commercials showcasing their new kid-friendly dental facilities. Balancing both direct response and branding objectives, we designed the campaign to reach Hispanic, African American, and general market audiences. Emphasizing a playful, welcoming environment, these ads reinforced Kool Smiles as a trustworthy location where children and parents alike can feel at ease about dental care. These commercials were rolled out for each DMA Kool smiles had facilities, including Texas, Mississippi, and California.