Mexico is a country with infinite potential. A place where sounds, textures, flavors, and emotions blend together to create something entirely unique. Mixtures inspired by its roots and culture that are as diverse and vibrant as its people. A mix so powerful it transcends borders. A mix we call Mexcla.

Under the tagline “Mexico is unstoppable. Play it.”, this movement celebrates the energy and determination with which Gen Z is taking this cultural mix to the next level, remixing traditions, sounds, and identities in everything they do.

As Lead Art Director on the project, I developed the campaign’s overall look and feel across OOH, digital, and film. I also created the visual guidelines that allowed other agencies and partners to execute the campaign consistently across multiple touchpoints. Additionally, I supervised the OOH rollout and designed the playlist cover artwork, helping shape the visual identity of the Mexcla movement across the platform.