ATL

Print, Radio and Commercials

During my traditional agency years, I worked with multinationals like Samsung, Philips, Honda, and Subaru, as well as leading Colombian brands such as Colmédica, Dentisalud, and Locatel.

Agency: In-house, RCN TV (Colombia)
Client: Cartagena International Film Festival
Creative director: Alejandro Sosa - Felipe Ruiz
Copywriter: Jair Lucena
Text in English: Life becomes love. Life becomes strength. Life becomes inspiration.
Life becomes cinema in Cartagena. Cartagena International Film and TV festival. Sponsored by RCN."

Agency: Emepecé  (Colombia)
Client: Locatel
Creative Director: Daniel Pardo
Copywriter: Jair Lucena
Film Production: Los Notarios

Copy:

We care for your skin’s health so it can speak for you.
We offer a complete pharmacy so peace of mind can become part of your family.
We provide home care equipment so nothing will hold you back.
We deliver specialized nutrition so you can nourish yourself with the best support.

We are Locatel—the only chain specializing in products for your health and well-being.

Your health comes first. Locatel comes first.

Agency: Emepecé (Colombia)
Client: Jenos Pizza
Creative Director: Mauricio Solano
Copywriter: Jair Lucena 

Text in English:

Tired of feeling far from your family? Introducing: The family rocking chair. Such a good idea! But not better than ordering Jenos Pizza.

Jenos Pizza. What a great idea!

Client: Colmedica. A Healthcare company
Agency: Emepecé Colombia

Under the concept “We care about you always,” this radio spot tells the story of a child playing in the tub, imagining two soaps as cars. He parks them on the tub floor, leaving them there until he returns. The spot ends: “We’re always with you—just in case someone leaves their cars in a tricky spot.”

Client: Colmedica. A Healthcare company
Agency: Emepecé Colombia

Following the concept “We care about you always,” this radio spot tells the story of a charismatic Caribbean beach vendor offering a free application of homemade suntan lotion. Suddenly, he watches as the customer’s skin shifts from caramel to bright red in seconds. The spot ends: “We’re always with you—because you never know when your well-being might be affected by vanity, the sun, and a persuasive seller.”

Client: Chance Paga Todo
Agency: Tukano Colombia

Chance Paga Todo, a betting company, was giving away a car to its customers. The spot narrates a scene where a supermarket cashier calls out to a woman who’s playfully riding in a supermarket cart as if it were a real car. The copy says: “Your parents deserve a real car—and Chance Paga Todo is ready to give them a great one.”

Client: Chance Paga Todo
Agency: Tukano Colombia

This radio spot delivers different the tricky betting vendors with typical illegal bettings followed by the sounds of a car hitting them. The concept is straight:  "With Change Paga todo, illegal betting is crushed by safe technology."