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.
Nissan United
Sitting under one roof. Working around one table.
EXECUTIVE CREATIVE DIRECTOR (ECD) @ NissanUnited\TBWA
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.
Why it matters. The platform did what few campaigns in the category achieve: it moved the brand and the price tag. A brand known for being accessible became recognized for innovation — and customers started paying more for it. Nissan raised prices without sacrificing sales, grew revenue per vehicle by double digits, and sustained its market-share leadership in Mexico.
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Why it matters. Nissan United was the prototype. Casa BBVA is the thesis at scale. BBVA's 2025 global pitch is the thesis validated at the highest level. Integration isn't something I believe in — it's something I've now built three times.
Frontier Pro4X launching campaign. Mexico, 2020.