Fueled by Oaxacan myth and El Silencio's defiant spirit, the Defiant Spirit campaign ignites the journey where 400 mystical Alebrijes, empowered by agave, rise to protect our spirits and clash in ritual battles under shimmering armor. Our goal was to evoked feelings of being a leader of your own life, group and community, encouraging viewers to be themselves no matter what.
Leading a fearless tribe of creatives, I sculpted every facet of the Defiant Spirit campaign, from bone-chilling copy to trippy visuals. We carved our own path, inviting rebels to ignite their own flame in the smoke and shadows. I directed the overall art & team for the ad campaigns, created marketing campaign audience plans, crafted the copy, as well as sponsorship & event-goer information decks, marketing management, directed photoshoots, print invitations, worked with PR for news stories, and directed social video cuts.