Art Direction - Social media
Ponte atento la serie
The Strategy: From Snippet to Story
While the heart of Ponte Atento lives on YouTube, the real magic happened in the "scroll." I focused on creating high-impact snippets—Reels and stills—designed to stop the thumb.
The goal? Instant familiarity. By treating the social assets as more than just "promos," we built a visual shorthand with the audience. We used a character-driven framing to make the viewers feel like they already knew these people before they even clicked "Watch Full Episode." It wasn’t just about preventing fraud; it was about creating a recognizable, friendly face for Banco Azteca in a space that’s usually filled with noise.
We didn’t just promote a series; we built a visual "familiarity loop." I supervised the on-set filming and photography specifically for social snippets (Reels, TikToks, and stills) to ensure they felt as familiar as the main episodes. By the time a user moved from a 7-second Reel to a full YouTube episode, they already felt a connection to our characters and the visual world we created.
Motion graphics & video editing by. Justino Villegas
Visual Design vs. Fraud: A Case Study for Banco Azteca
Banking fraud is a serious matter, but communicating it doesn’t have to be. In this project, We created a series of educational capsules for social media that break through fear using humor. From intergenerational casting to production design that breathes authentic Mexican reality, every aesthetic decision was made to simplify financial education. The result: a miniseries where prevention becomes a shared habit and Banco Azteca stands out as a key strategic ally for its clients.
As an art director I led a dedicated team of graphic designers and motion graphics designers to bridge the gap between long-form storytelling and high-performance social media.
Key Digital Results: "Ponte Atento" Campaign
Massive Audience Reach: Achieved a total reach of 21.4 million users, successfully capturing 67% of the 32M target audience.
Strategic Brand Positioning: Positioned the institution as a "trusted ally" through anti-fraud education, successfully activating real market demand.
Targeted Engagement (Gen Z): Identified and captured high sensitivity within the Gen Z demographic, resulting in a 3x higher favorability lift compared to the average and a significant spike in searches related to "anti-fraud."
Positive Sentiment Growth: The educational miniseries drove an absolute favorability lift of +0.93%, translating to 388,000 new users with a positive brand perception.
Brand Perception Alignment: Successfully associated the brand with fraud prevention for 20% of users, solidifying "Trustworthy" as the primary brand keyword and aligning public perception with the role of a financial security partner.
Profitable Content Strategy: Demonstrated that high-value educational content serves as a cost-effective and profitable driver for long-term brand building.