Game of Feelings

Our mission was simple: connect soccer fans with Coca-Cola during Copa América. The way we did it? By tapping into the raw emotion of the game—through music and the universal language of song titles. With cinematic storytelling, bold TV spots, and a powerhouse social media presence, we lit up the conversation across the U.S. and Latin America. This campaign hits different for me—not just because it’s Coca-Cola, but because it was brought to life by the legendary Simon Brand, filmed right in the heart of my homeland, Colombia.

With J. Balvin and Coors Light, we took over Facebook, Twitter, and Periscope—right as the “LIVE EVENT” feature was just taking off. We didn’t just join the game—we owned it. ¡La sacamos del estadio!

Our goal was to genuinely connect with and empower Hispanic communities along the West Coast by using direct response strategies that spoke straight to their needs and values. Through targeted messaging and culturally relevant content, we created meaningful interactions designed to build trust, foster engagement, and provide real support where it matters most.

As part of our Hispanic market initiative, Nationwide challenged us to tell the powerful, heartfelt stories of small business owners—highlighting how they fiercely protect and passionately cherish everything they’ve built. Our goal was to capture their resilience and pride in a way that truly resonates and inspires.

I was honored to be part of the creative team that breathed life into the original Lily—the unforgettable AT&T girl. We crafted her to be fun and simple, but above all, we made sure she felt like family—someone who genuinely connected with the heart and spirit of Latinos across the USA.