Creative Direction|Video Production & Post | Photography | AR Lens Development |
Agency: FPO Marketing
Awards: American Advertising Awards Best of Show Award- San Antonio 2024 Gold Addy- Branded Content Campaign Gold Addy- Music with Lyrics.
ANA Awards: Multicultural
Project: Branding Initiative to Commemorate Hispanic Heritage Month at Whataburger.
Idea: "Ponle tu Extra" has a dual meaning. While “Adding your Extra” can literally mean customizing your favorite Whataburger to your taste—adding avocado, swapping mustard for mayonnaise, or replacing regular jalapeños with grilled ones—it also refers to the Hispanic fans and team members of Whataburger who “bring their extra.” Ponle tu Extra means you care. It means you are passionate, creative, fearless, and talented in your own unique way.
Execution:
Phase 1: Developed an original song and music video with a mix of regional and hip-hop styles.
Phase 2: Expanded the campaign by highlighting the talent of “Latinos Extraordinarios”—artists and creators who showcase their talent and add that “extra” to the Hispanic community in the United States. Each contributed an original work reflecting their interpretation of what it means to “bring the extra.” Interviews were conducted and promoted on social media.
Phase 3: A newsroom article was the hub for all the campaign content, including the music video and artist features.
Ponle tu Extra Videoclip
Ponle Tu Extra Mural
AR Filter (FB,IG)
