TRUE CONNECTIONS REMAIN
Client: Personal
Agency: GUT Buenos Aires
Role: Creative Director
This campaign for Personal highlights how the ways we connect may change—doorbells turn into text messages—but real human connections remain timeless. By showing how friendship can begin in unexpected, online, the campaign reframes technology not as a barrier, but as a bridge for genuine modern relationships.
Pays Off
Client: Personal Pay
Agency: GUT Buenos Aires
Role: Creative Director
Building on the previous digital campaign, which explored slang terms for money—like “bacon” or “dough”—this campaign takes it further by bringing everything together through the unified Personal Pay platform. Under the concept "Connection with your money. Total connection," we launched the brand's first 360° campaign across TV, radio, web, social media, and outdoor advertising. With a friendly, relatable tone, showcasing everyday moments—whether at the supermarket, bus stop, restaurant, or receiving a delivery—where customers experience the ease and benefits of managing their money with the app.
Fresh Face
Client: L'Oreal
Agency: McCann
Role: Copywriter
This campaign was launched for L'Oréal’s micellar water makeup remover, in collaboration with Cabify. The campaign creatively targeted women who had just finished a night out, offering them a chance to take care of their skin. Between 5 and 7 am, customers who ordered taxis through Cabify received a sample of the product, encouraging them to remove their makeup before going to bed—an essential skincare habit that only 23% of women typically follow after a night out. It was a bold, disruptive initiative that connected with our audience in a unique and meaningful way, making skincare a part of their routine when they needed it the most.
An Unforgettable Gift
Client: L'Oreal
Agency: McCann
Role: Copywriter
For this campaign, we focused on the emotional impact of the holidays, knowing that millions of people can’t return home due to economic struggles. During a time when family is at the forefront of everyone’s mind, we gave people who needed it most the chance to surprise their loved ones by flying them home as a gift. We made being together the ultimate holiday present, showing that sometimes the best gift is simply being with the ones you love.
