Business Context. In Mexico, fraud isn't the exception — it's part of the system. 13.5 million Mexicans affected, with annual losses above MXN $14 billion (Condusef, 2022–2025). And the industry's answer was always the same: financial education nobody pays attention to.

Strategic Decision. This wasn't about educating better or communicating more. It was about staying relevant against a problem that changes every day. So we made a long-term call: turn financial protection into a cultural behavior, using entertainment.

The Idea. We didn't make a campaign. We built a system. Is it Fraud? — a platform that trains people to recognize fraud in real life, designed to live where Mexicans' attention lives, and to evolve as fast as fraud does.

How the system evolved.

• 2023 — Proof. Entertainment changed financial behavior: fraud dropped measurably, and tens of thousands of clients stopped falling for scams.

• 2024 — Scale. New cases, audiences and formats — optimized by how people actually consumed the content.

• 2026 — Native. The platform went TikTok-native and became part of the culture it set out to change.

The Impact. Three years in, the results read like a business case, not a campaign report: sustained double-digit reductions in fraud per client — while BBVA's base kept growing.
The full story, numbers included, is a conversation I'm happy to have. Let's talk impact.

Awards. 1 Grand Prix (Eficacia) · 2 Gold · 5 Silver · 4 Bronze — El Ojo, Effie, IAB Mixx, FIAP, Clio Entertainment, Círculo Creativo.

My Role. I led the shift from awareness to entertainment, sold it at C-level, and directed the integrated team end to end — writers' room to broadcast to TikTok.