Nissan United
Sitting under one roof. Working around one table.
EXECUTIVE CREATIVE DIRECTOR (ECD) @ NissanUnited\TBWA
Business Context. Nissan United was built as a dedicated model for one of Mexico's most important automotive brands — but creative, media and data still worked as neighboring teams, not one team.
Strategic Transformation. As ECD, I helped lead the structural integration of media and data into a single team with the creative agency — one roof, one table. Data informing creative in real time; media shaping ideas from the brief, not after it.
What it produced. Esto es Nissan — the platform that changed what the brand meant in Mexico. The insight: Mexicans had stopped seeing Nissan's technological power behind its familiarity. The idea: prove, with facts, that Nissan takes technologies from the future and turns them into emotion in the present.
Nissan Brand Campaign. Mexico, 2020.
Frontier Pro4X launching campaign. Mexico, 2020.