Coca-Cola / FEMSA

Our unit owned endomarketing and external activations for the Coca-Cola and FEMSA ecosystems: internal events, mass events, consumer experiences, hybrid, virtual and in-person. Each audience needed work that fit its world without breaking the whole.

I led the creative and organized the unit's internal traffic, so the operation could answer every front at once while we competed constantly in creative pitches.

We built for the specific room. A Cartagena convention staged for more than 800 leaders. A consumer alliance, Pizza al Parque with Archies, now in its fourth edition. A FEMSA safety campaign designed in Mexico and scaled across LATAM. Different audiences, one standard of craft.

Multiple pitches won, including the Cartagena convention (800+ leaders) and Pizza al Parque, alive into its fourth edition. Full creative delivery across internal, consumer and safety fronts spanning Mexico and LATAM.

Scale is not one big idea repeated. It is the right idea, built precisely for each room, holding to a single standard.