I design the architecture of campaigns that connect brands with culture & entertainment — turning attention into intention.
Drawing index
McDonald's × Stranger Things
Movistar × Stranger Things
Doritos × Stranger Things
Mahou × Squid Game
Plenitude — La Vuelta
Vivesoy Documentary
Burger King × Wednesday
Juanola Records
Section A–A′
Every campaign is engineered in six load-bearing phases — read from the ground up, foundation to roof.
The built world — the campaign ecosystem, live across every channel.
The keystone concept — the single idea that holds the whole structure.
Where the business need meets the human truth — the site to build on.
The friction people actually feel — the emotional truth to move.
The problem beneath the brief — the one worth solving.
The foundation — market, category and what's truly at stake.
The architecture of campaigns.
Like an architect working from blueprints, my work is to design the structure of campaigns — the geometry that defines how a brand relates to culture and entertainment. Specialised in integrated campaigns, media innovation and branded content, with landmark projects across a wide range of categories and industries.