Hi!
I'm a creative strategist trying to make great ideas people enjoy and talk about.
Proud Work
The biggest live event in Netflix’s history.
How do you launch a documentary about the man behind a music legend? Throwing a concert, of course. We used what people already loved, his music, as the way in and 170,000 people showed up for one more night with Juan Gabriel.
The final season of Stranger Things
For the big finale, we dialed up on the strange: Mexico's largest surveillance network started flickering with warnings from the Upside Down. A paranormal investigator confirmed it was real. And when fans feared for their heroes, telenovela icon Victoria Ruffo led a nationwide candle-lighting ritual that broke a Guinness World Record.
World Cup Campaign
In 2026, Mexico hosted the World Cup: a national obsession that makes even Netflix viewing drop. Rather than fight for attention we couldn't win, we leaned into it by giving our characters vacations to enjoy the futbol.
Wednesday is obsessed with death and torture, just like Mexico. So, for Season 2, we didn't sell Mexico on Wednesday, we let Mexico claim her.
Mexican icons and outcasts, invited her home in their own voice. We turned a national candy into a torture test, put Jenna Ortega through Mexican-style tortures, and reimagined a classic game show through an outcast lens.
Wednesday would love Mexico
Pedro Páramo
The message was clear: great stories don’t belong to just one format. If a story moves people, it transcends both the page and the screen.
Pedro Páramo, by Juan Rulfo, is a sacred work for millions
of readers. That’s why, when Netflix announced its film adaptation, fans reacted with skepticism.
Instead of trying to convince every reader, we proposed a bold and unexpected solution: partnering with Gandhi Bookstores, an undisputed symbol of the love for reading in Mexico and an emblem of a universe entirely different from streaming.
Army Of The Dead
Viva Las Vegas! Zombie apocalypse style.
For the release of the biggest zombie movie ever directed by Zack Snyder, we transformed Mexico City into a thrilling post-apocalyptic playground.
A casino hall, a vault full of money, a zombie tiger, and our own chapel set the stage where fans could experience the apocalypse, literally and even the most hyped influencer couple tied the knot!
