Pernod Ricard was unifying multiple countries under one operating structure while key leadership figures were leaving. It was a delicate stakeholder moment: communication was strained, teams across Latin America and the United States were disconnected, and the pandemic meant everything had to happen digitally. The goals: participation, sentiment, emotional ownership, culture.

I led the creative concept, the storytelling, the visual direction and the activities: individual challenges and multi-team challenges mixing virtual and physical dynamics, clothing, poses, play. We also wrote a jingle the teams made their own.

We treated an internal audience with the craft usually reserved for consumers. Every dynamic gave people a role, not a message, so no one could stay a spectator.

For the first time, 100% of the team connected, and more than 60% took part in every single challenge. The success of the Andean project earned us the United States and Central America next.