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Discover my marketing projects where my creativity intersects with the different purposes of various brands, and all the strategies become more than just plans of adverting campaigns, it's an experience. Each initiative is crafted with a deep curiosity and understanding of people's needs, whether it's addressing existing desires or sparking entirely new ones. Click on each project to uncover the details behind the strategies that bring ideas to life or scroll to look around.

/ LIT HARD SELTZER

LIT Timeless: Still got plenty of time
For the launch of LIT in the spanish market, I developed a brand strategy that redefines hard seltzer as a source of motivation and energy. This campaign revolves around the concept of "Still got plenty of time, keep it LIT", positioning LIT as the perfect drink for those who never stop, those who, after a workout, a long day, or a creative session, find in LIT the spark to keep going. With a visual narrative inspired by the behind-the-scenes of athletes, musicians, and influencers, and activations in urban and sports settings, the campaign "LIT Timeless" connects with a young and dynamic audience eager to make the most of every moment.

Market Opportunities
LIT Timeless differentiates itself in the hard seltzer market by going beyond just flavor or wellness, positioning itself as the drink that fuels motivation and keeps you going. It expands into new consumption moments, from post-workout recovery to outdoor activities, afterwork gatherings, and the transition between day and night. By associating with aspirational figures such as athletes, musicians, and influencers who embody the mindset of never stopping, LIT Timeless becomes more than just a beverage. It’s a symbol of continuous energy and limitless potential.

Target Audience
LIT Timeless are the drinks that transforms fatigue into energy. No matter the time of day, there’s always still time to do something incredible. Target Audience: Young adults (18-35) with an active and social lifestyle. People who don’t settle, who want to make the most of every moment, whether working out, working, or enjoying time with friends.

The campaign brings motivation to life through dynamic storytelling across multiple platforms. In short-form videos on Reels, TikTok, and YouTube Shorts, athletes, musicians, and influencers are captured in a moment of pause, breathing heavily, reflecting after intense activity, before taking a sip of LIT Timeless. Instantly, their attitude shifts, motivation kicks in, and they get back up, ready for the next challenge. #StillGotPlentyOfTime", "No excuses, no limits. Just keep it lit.", and "There’s still time to do something incredible." To deepen the experience, the "Keep It Lit" Spotify playlist features a curated selection of motivational music in collaboration with artists and influencers, solidifying the brand’s identity as more than just a drink, it’s an energy fueled mindset.

Launch and Activation
LIT Timeless will make its debut through tastings in parks and sports zones, targeting urban athletes, runners, skaters, and groups of friends who enjoy outdoor activities. Positioned at post-workout hotspots, stands will be set up in outdoor workout areas and along popular running routes, offering a refreshing boost after an intense session. In parallel, social vibes will be created in picnic areas and plazas, promoting LIT as the ideal drink to keep the momentum going. Through smart sampling, attendees will have the chance to try LIT Timeless in specially designed packagings featuring motivational phrases, reinforcing the campaign’s core message.

The "teaser phase" begins two weeks before launch with short clips of pauses and close-ups of LIT Timeless, paired with the message. The "official launch" follows with key ambassadors (athletes, musicians, and influencers) sharing content, while activations in parks and urban areas drive product trials. In the "consolidation phase", the campaign expands with behind the scenes footage, new video and photography.



LIT Timeless:
Still got plenty of time
For the launch of LIT in the spanish market, I developed a brand strategy that redefines hard seltzer as a source of motivation and energy. This campaign revolves around the concept of "Still got plenty of time, keep it LIT", positioning LIT as the perfect drink for those who never stop, those who, after a workout, a long day, or a creative session, find in LIT the spark to keep going. With a visual narrative inspired by the behind-the-scenes of athletes, musicians, and influencers, and activations in urban and sports settings, the campaign "LIT Timeless" connects with a young and dynamic audience eager to make the most of every moment.

Market Opportunities
LIT Timeless differentiates itself in the hard seltzer market by going beyond just flavor or wellness, positioning itself as the drink that fuels motivation and keeps you going. It expands into new consumption moments, from post-workout recovery to outdoor activities, afterwork gatherings, and the transition between day and night. By associating with aspirational figures such as athletes, musicians, and influencers who embody the mindset of never stopping, LIT Timeless becomes more than just a beverage. It’s a symbol of continuous energy and limitless potential.

Target Audience
LIT Timeless are the drinks that transforms fatigue into energy. No matter the time of day, there’s always still time to do something incredible. Target Audience: Young adults (18-35) with an active and social lifestyle. People who don’t settle, who want to make the most of every moment, whether working out, working, or enjoying time with friends.

The campaign brings motivation to life through dynamic storytelling across multiple platforms. In short-form videos on Reels, TikTok, and YouTube Shorts, athletes, musicians, and influencers are captured in a moment of pause, breathing heavily, reflecting after intense activity, before taking a sip of LIT Timeless. Instantly, their attitude shifts, motivation kicks in, and they get back up, ready for the next challenge. #StillGotPlentyOfTime", "No excuses, no limits. Just keep it lit.", and "There’s still time to do something incredible." To deepen the experience, the "Keep It Lit" Spotify playlist features a curated selection of motivational music in collaboration with artists and influencers, solidifying the brand’s identity as more than just a drink, it’s an energy fueled mindset.

Launch and Activation
LIT Timeless will make its debut through tastings in parks and sports zones, targeting urban athletes, runners, skaters, and groups of friends who enjoy outdoor activities. Positioned at post-workout hotspots, stands will be set up in outdoor workout areas and along popular running routes, offering a refreshing boost after an intense session. In parallel, social vibes will be created in picnic areas and plazas, promoting LIT as the ideal drink to keep the momentum going. Through smart sampling, attendees will have the chance to try LIT Timeless in specially designed packagings featuring motivational phrases, reinforcing the campaign’s core message.

The "teaser phase" begins two weeks before launch with short clips of pauses and close-ups of LIT Timeless, paired with the message. The "official launch" follows with key ambassadors (athletes, musicians, and influencers) sharing content, while activations in parks and urban areas drive product trials. In the "consolidation phase", the campaign expands with behind the scenes footage, new video and photography.



/ STARBUCKS

A new purpose with Dual Space
Transforming Starbucks into a cultural and workspace hub that blends premium coffee with artistic inspiration and functional design. Starbucks has faced a decline in customer retention due to the rise of specialty coffee shops and a demand for authentic experiences at competitive prices. The challenge was not just about better coffee but about redefining Starbucks as an aspirational space that aligns with cultural and work-related habits. The goal was to create a culturally relevant and artistically enriched experience without altering Starbucks' essence, that's why we are going to indroduce: Dual Space.

Café Area
A lively and dynamic space designed for those who love the classic Starbucks experience. Perfect for quick coffee breaks, casual meet-ups, and on-the-go moments, this area offers fast service, a vibrant ambiance, and an inviting atmosphere to socialize while enjoying your favorite drinks.

  • Fast & Efficient Service: quick ordering and pickup for those on the go.
  • Vibrant Social Atmosphere: perfect for casual meet-ups and conversations.
  • Classic Starbucks Experience: enjoy all your favorite drinks and snacks.
  • Takeaway & Delivery Optimization: easy access to grab-and-go coffee.
  • Lively Music & Open Seating: a relaxed yet energetic ambiance.


Comfort Area
A quiet and thoughtfully designed space for work, study, and creativity. Equipped with soundproofing, comfortable seating, USB ports, and warm lighting, this area provides the perfect environment for focus and productivity, all while enjoying the Starbucks experience in a more serene setting.

  • Quiet & Soundproofed Space: designed for focus, study, and deep work.
  • Comfortable Seating & Spacious Tables: ideal for long stays.
  • USB Charging Ports & Power Outlets: stay connected and productive.
  • Warm Lighting & Library-Inspired Decor: enhances concentration and relaxation.

  • Exclusive Starbucks Rewards Benefits: improving the mobile app and the reward programme.


Dual Space aims to redefine Starbucks as more than just a coffee shop by integrating functionality, culture, and comfort into the store experience, reclaiming its aspirational status as a preferred destination. This concept adapts to the evolving needs of consumers by catering to both on-the-go customers seeking a quick coffee break and remote workers or students in need of a structured yet inviting workspace. By offering exclusive rewards, tailored experiences, and an optimized store layout, Dual Space enhances customer retention and loyalty, encouraging longer visits and repeat engagement. Unlike specialty coffee shops, Starbucks positions itself uniquely by blending premium coffee with an environment that fosters both social interactions and deep focus, creating a seamless experience for a diverse customer base.

To celebrate the launch of Dual Space, Starbucks will introduce an exclusive artistic collaboration project, reinforcing its new focus on art and culture. This initiative will feature one or multiple collaborations, with limited-edition releases over different weeks, where selected artists will create unique patterns for Starbucks’ iconic plastic cups, turning them into collectible pieces of art. This campaign strengthens Starbucks’ connection with the creative community, making art a tangible part of everyday coffee moments. Featured artists may include Malika Favre, Camille Walala, Keith Haring, Romero Britto, Hattie Stewart, and Kelly Anna.



/ LA OSA SUPERMARKET

A conscious and sustainable consumption
La OSA is a consumer cooperative in Madrid based on a collaborative supermarket model. Inspired by initiatives like Park Slope Food Coop in Brooklyn, La OSA is committed to providing high-quality, local, and sustainable products at fair prices. Its members gain access to these products by actively participating in the cooperative’s operation, dedicating a few hours per month to tasks such as supply management, product organization, or customer service. Beyond being just a place to shop, La OSA is a community-driven initiative that seeks to reduce the environmental impact of consumption, support small producers, and foster a social and solidarity-based economy.

Understanding the Emerging Adult
La OSA’s target audience, is characterized by a mix of curiosity, awareness, and a sense of responsibility. They are informed, creative, and empathetic, striving to make a positive impact on the world. However, they also face internal conflicts. What They Need:

* A sense of purpose and belonging
* A community that aligns with their values
* A tangible way to make a difference

More than a Supermarket
La OSA is a social project that embodies sacrifice, cooperation, and commitment to sustainability. Its community is built on mutual support, solidarity, and shared responsibility that leads to something greater, a lasting impact on the world. However, it also faces perceptual challenges:

* Common belief that the products are more expensive.
* Its impact and purpose are not always well understood unless clearly communicated.
* It's a “dark path”, a metaphor for all the sacrifices involved in committing to a conscious consumption.

We belong to something greater
and work together for the common good
This new motto will encapsulate the essence of La OSA. In an era where individual actions often feel insignificant against global challenges, La OSA offers a space where conscious choices, collaboration, and shared responsibility can lead to tangible impact. Fostering a sense of belonging: a place where people are not just consumers but active participants in shaping a more sustainable future.
To bridge the gap between intention and action, La OSA will developed a strategic approach that transforms shopping into an opportunity for learning, inspiration, and community-building. Through a series of Key Initiatives, the cooperative creates interactive experiences that encourage members to engage in sustainability practices, connect with like-minded individuals, and make choices that benefit both people and the planet.




A conscious and sustainable consumption
La OSA is a consumer cooperative in Madrid based on a collaborative supermarket model. Inspired by initiatives like Park Slope Food Coop in Brooklyn, La OSA is committed to providing high-quality, local, and sustainable products at fair prices. Its members gain access to these products by actively participating in the cooperative’s operation, dedicating a few hours per month to tasks such as supply management, product organization, or customer service. Beyond being just a place to shop, La OSA is a community-driven initiative that seeks to reduce the environmental impact of consumption, support small producers, and foster a social and solidarity-based economy.

Understanding
the Emerging Adult
La OSA’s target audience, is characterized by a mix of curiosity, awareness, and a sense of responsibility. They are informed, creative, and empathetic, striving to make a positive impact on the world. However, they also face internal conflicts. What They Need:

* A sense of purpose and belonging
* A community that aligns with their values
* A tangible way to make a difference

More than a Supermarket
La OSA is a social project that embodies sacrifice, cooperation, and commitment to sustainability. Its community is built on mutual support, solidarity, and shared responsibility that leads to something greater, a lasting impact on the world. However, it also faces perceptual challenges:

* Common belief that the products are more expensive.
* Its impact and purpose are not always well understood unless clearly communicated.
* It's a “dark path”, a metaphor for all the sacrifices involved in committing to a conscious consumption.

We belong to something greater
and work together for the common good
This new motto will encapsulate the essence of La OSA. In an era where individual actions often feel insignificant against global challenges, La OSA offers a space where conscious choices, collaboration, and shared responsibility can lead to tangible impact. Fostering a sense of belonging: a place where people are not just consumers but active participants in shaping a more sustainable future.
To bridge the gap between intention and action, La OSA will developed a strategic approach that transforms shopping into an opportunity for learning, inspiration, and community-building. Through a series of Key Initiatives, the cooperative creates interactive experiences that encourage members to engage in sustainability practices, connect with like-minded individuals, and make choices that benefit both people and the planet.




/ RESELLZONE STORE

Launching a new store
Fashion has always been one of my greatest passions, particularly the sneakers industry. When I began to deepen my interest in Design and Communication, I accepted the challenge of developing a social media communication strategy for ResellZone Cesena, a sneakers and apparel store. At that time, the brand was in the early stages of opening its physical store. While it already had a functioning Shopify website, most of its customers came from word-of-mouth and personal connections within the local community of Cesena.
Their social media presence counted around 5,000 followers, but this community was not yet representative of potential customers or loyal clients. My task was to design a cohesive strategy that aligned with the brand’s identity and target audience. The main objective was to expand ResellZone’s reach, strengthen its online presence, and turn casual followers into engaged, loyal customers through creative, consistent, and value-driven content.

Before / After
Some existing practices were worth keeping. For instance, the use of hashtags and photos of trending products proved effective in boosting the visibility of ResellZone’s posts in the feeds of the right audience. However, several aspects required significant improvements. A key change was to clearly communicate the transition from being solely an online store to opening a physical location. This included adding the store’s address to every post and, more importantly, emphasizing product authenticity. This was essential since one of the biggest threats in the resale market is the prevalence of counterfeit products. Another improvement involved refining product descriptions. Instead of short and generic captions, I implemented more detailed and story-driven descriptions designed to attract a passionate, knowledgeable audience. By telling the story of each sneaker (its release, cultural impact, or design details) the brand achieved a more sophisticated image, differentiating itself from competitors and adding real value to the customer experience.

Thanks to these refinements and the consistent increase in content quality, ResellZone was able to attract new types of customers and broaden its audience. The opening of the physical store, along with an updated and better-aligned website, further supported this growth. My strategy also included adapting to and anticipating current trends by creating original content (photos, reels, posts, and stories) that followed trend-based formats rewarded by Instagram’s algorithm.

A New Storytelling
To truly stand out from other resell stores, I proposed introducing a unique element: storytelling. Beyond showcasing products, the idea was to create a recurring narrative that would entertain followers and keep them engaged over time.
For ResellZone, the two founders, Batt and Centralino, became the protagonists of a humorous, ongoing series. Each episode featured their daily encounters with customers, presented in an exaggerated, entertaining way. This narrative not only humanized the brand but also allowed followers to recognize themselves in the situations, building a stronger sense of connection and loyalty.

This combined strategy enabled ResellZone Cesena to differentiate itself from competitors and establish a strong position in the local market. Within just one year of opening its physical store, the brand experienced significant growth both online and offline. By blending authenticity, trend-driven communication, and storytelling, ResellZone successfully transformed its social media from a simple showcase into a dynamic platform for community building and customer engagement.



LIT Timeless:
Still got plenty of time
For the launch of LIT in the spanish market, I developed a brand strategy that redefines hard seltzer as a source of motivation and energy. This campaign revolves around the concept of "Still got plenty of time, keep it LIT", positioning LIT as the perfect drink for those who never stop, those who, after a workout, a long day, or a creative session, find in LIT the spark to keep going. With a visual narrative inspired by the behind-the-scenes of athletes, musicians, and influencers, and activations in urban and sports settings, the campaign "LIT Timeless" connects with a young and dynamic audience eager to make the most of every moment.

Market Opportunities
LIT Timeless differentiates itself in the hard seltzer market by going beyond just flavor or wellness, positioning itself as the drink that fuels motivation and keeps you going. It expands into new consumption moments, from post-workout recovery to outdoor activities, afterwork gatherings, and the transition between day and night. By associating with aspirational figures such as athletes, musicians, and influencers who embody the mindset of never stopping, LIT Timeless becomes more than just a beverage. It’s a symbol of continuous energy and limitless potential.

Target Audience
LIT Timeless are the drinks that transforms fatigue into energy. No matter the time of day, there’s always still time to do something incredible. Target Audience: Young adults (18-35) with an active and social lifestyle. People who don’t settle, who want to make the most of every moment, whether working out, working, or enjoying time with friends.

The campaign brings motivation to life through dynamic storytelling across multiple platforms. In short-form videos on Reels, TikTok, and YouTube Shorts, athletes, musicians, and influencers are captured in a moment of pause, breathing heavily, reflecting after intense activity, before taking a sip of LIT Timeless. Instantly, their attitude shifts, motivation kicks in, and they get back up, ready for the next challenge. #StillGotPlentyOfTime", "No excuses, no limits. Just keep it lit.", and "There’s still time to do something incredible." To deepen the experience, the "Keep It Lit" Spotify playlist features a curated selection of motivational music in collaboration with artists and influencers, solidifying the brand’s identity as more than just a drink, it’s an energy fueled mindset.

Launch and Activation
LIT Timeless will make its debut through tastings in parks and sports zones, targeting urban athletes, runners, skaters, and groups of friends who enjoy outdoor activities. Positioned at post-workout hotspots, stands will be set up in outdoor workout areas and along popular running routes, offering a refreshing boost after an intense session. In parallel, social vibes will be created in picnic areas and plazas, promoting LIT as the ideal drink to keep the momentum going. Through smart sampling, attendees will have the chance to try LIT Timeless in specially designed packagings featuring motivational phrases, reinforcing the campaign’s core message.

The "teaser phase" begins two weeks before launch with short clips of pauses and close-ups of LIT Timeless, paired with the message. The "official launch" follows with key ambassadors (athletes, musicians, and influencers) sharing content, while activations in parks and urban areas drive product trials. In the "consolidation phase", the campaign expands with behind the scenes footage, new video and photography.



If you are interested in this or a similar service, or just need a consideration on your idea or project, Send me a text or let's set a call so we can find the best solution together.

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If you are interested in this or a similar service, or just need a consideration on your idea or project, Send me a text or let's set a call so we can find the best solution together.

/ SHARE YOUR IDEA

If you are interested in one or more services, or just need an opinion on your idea or project, Send me a text or let's set a call so we can find the best solution together.

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