Nissan
CREATIVE LEAD (ECD) @ NissanUnited\TBWA
I’m responsible for the Creative Development of all Nissan MX communication. We do everything –from the huge marketing campaigns to the copywriting of the website–. To do so, I lead the most creative precision marketing team in the automotive industry. We are integrated, agile, data-inspired, proactive doers.
Nissan Brand Campaign. Mexico, 2020.
This is Nissan.
In Mexico, everybody thinks they know Nissan, but many people haven’t known yet the true potential of its innovation. With this campaign we urge people to take a second look at the brand and discover everything we are today: A brand that empowers people and makes them feel alive.
Role: ECD
Creative Direction: Daniel Ortíz, Luis Mario Espinoza
Copywriting: Luis Mario Espinoza, Pablo Cárdenas, Jonathan Magallanes
Art Direction: Daniel Ortiz, Humberto “Jipi” Pardo.
Direction: Alaska @ Oriental Films
Nissan e-POWER. The Electric Rebellion. Mexico, 2022.
The Electric Rebellion.
The whole industry is talking about electrification, but they are allsaying exactly the same thing.
As Nissan e-POWER is an unprecedented electric vehicle we decided to launch it in an unprecedented electric way.
That’s the spirit of the electric rebellion. And this is our manifesto.
Role: ECD
Creative Direction: Luis Mario Espinoza
Copywriting: Jonathan Magallanes
Art Direction: Humberto “Jipi” Pardo.
Direction: Fran Paparella @ Landia
Frontier Pro4X. 4 the Pros.
Greatness belongs to those who make their way through the toughest roads by transforming fear into their drive. It belongs to those who realize that adrenaline is not a hobby but a meaningful purpose.
Greatness is 4 the Pros.
Role: ECD
Creative Direction: Priscilla Rangel, Jaime González
Copywriting: Priscilla Rangel, Hugo Hernández
Art Direction: Jaime González, José Carlos Morales.
Direction: Hans Emmanuel @ Madrefoca
Frontier Pro4X launching campaign. Mexico, 2020.
NP300. 6 Generations. Mexico, 2020.
NP300. Unstoppable.
One day, the NP300 went to work and it never stopped, building a heritage that will last forever. But today, 60 years later, it is time to step into a new era for Nissan, showing that in addition to its high load capacity and performance, it has the unstoppable legacy of 6 generations.
Role: ECD
Creative Direction: Priscilla Rangel, Jaime González
Copywriting: Priscilla Rangel, Juan Escutia, Bryan Montes.
Art Direction: Jaime González, Antonio Cajas.
Direction: Jorge Aguilera @ Madrefoca
Sentra. For an unpredictable world.
When you're a pioneer, the unpredictable is something you should be comfortable with. Because no matter how well prepared you are, new things are going to happen. But we know this is not going to stop you. That's why you need a car to help you prepare that kind of world.
Role: ECD
Creative Direction: Luis Mario Espinoza
Copywriting: Luis Mario Espinoza, Jonathan Magallanes
Art Direction: Humberto “Jipi” Pardo.
Direction: Rodrigo Saavedra @ Landia
Sentra launching campaign. Mexico, 2020.
There are places where only the best can fit in.
That’s the case of Alfonso Cuarón and Nissan Altima.
Altima - Roma. Celebration for the Best Director's Oscar Award for Alfonso Cuarón. Mexico, 2020.
The movie Roma was a global success and for Mexicans, a matter of national pride. It received 10 Oscar nominations and was set to make history for its country. By the time of the ceremony, we were ready with a celebration message. When the first award of the movie came, we launched a Twitter video that paid tribute to one of the most iconic scenes of the film. At the same time we were showcasing the new Altima’s technology.
Role: ECD
Creative Direction: Luis Mario Espinoza, Jimena de la Vega
Copywriting: Pablo Cárdenas, Mario Brito
Art Direction: Humberto “Jipi” Pardo, Jimena de la Vega
Direction: Christian Murguía @ Motor Co.
7352% better organic performance than the brand average.
100% positive sentiment on Facebook.
Interactions improved 130%.