— PROJECT NAME
"Angelito" Campaign
Content Creators:
The Diesel Bros.
— ROLE
Creative Lead, Copy
Original Concept
Hispanic Insight
4 Wheel Parts, the world’s largest retailer of accessories for Jeeps and trucks, wanted to prove it was more than just a chain of stores.
Inspired by the Hispanic belief in the Angelito de la Guarda, we uncovered a simple insight: 4WP Pros are guardian angels for vehicle owners. That insight became Angelito, a character who teamed up with automotive creators Diesel Brothers, to reposition 4WP Pros as trusted off-road experts.
— PROJECT NAME
Content Creator Campaigns
— ROLE
Concept Development
Creator Script Direction
Brand & Content Alignment
For Kia’s creator partnerships, we shaped platform-native concepts that connected Kia’s brand strategy with each creator’s audience.
Aside from shaping the creator's narratives to match Kia's objectives, we ensured content felt culturally relevant, authentic, and built for social engagement. The result: creator-led content that gave Kia a more natural, scalable presence in social.
— PROJECT NAME
Always-On Campaigns
— ROLE
Concept Development
Writing Direction
For Kia’s always-on social content, I led a team of writers to produce social-first storytelling every month. By tapping into social trends, hispanic insights, and platform behaviors, we integrated vehicle features naturally.
Clients consistently championed the work and selected it for amplification.
