Historic Context. In 1971, Mexico hosted the II Women's World Football Championship: a final at Estadio Azteca before more than 110,000 people — a world attendance record for women's football that still stands. But FIFA didn't recognize the women's game. Officially, that World Cup never existed — and its players were erased from football's history.

The Ambition. Move BBVA from "official sponsor of women's football" to repairing a historic debt — and turn that act into a cultural brand platform.

The Idea. This was never an ad campaign. We created cultural pieces that keep the story alive:

• The Medal. Hand-struck by Fidias Arte — the same workshop behind the Mexico '68 Olympic medals. A real object repairing a symbolic debt.

• The Documentary. The players' own testimony: the forgotten story, the public conversation, and the moment of recognition.

• The Ceremony. The Liga BBVA MX Femenil final, May 17, 2026 — the highest-rated match in the history of Mexican women's football, in the most-watched women's league in the world. Speech, ovation, and medals for the eleven mundialistas of '71, live, in front of a full stadium.

• The Handover. The '71 captain presenting the trophy to the champion team's captain. Past and present united in a single gesture.

Execution. A live ceremony at the Liga BBVA MX Femenil final — run of show, announcer narrative and broadcast integration designed so an entire stadium (and country) delivered, 55 years late, the recognition of 1971.

Results. The idea amplified itself: journalists and celebrities picked up the story unprompted, organic conversation outgrew the paid plan, press coverage ran nationwide, and sentiment was overwhelmingly positive. A sponsorship became a cultural moment — and a cultural moment became earned media.

(The numbers behind that amplification are part of a bigger conversation about how Casa BBVA works. Happy to walk you through it.)

Awards. Currently in awards circuit

My Role. Creative direction of the full arc: concept, live ceremony, broadcast moment and the festival case now traveling internationally.