At TBWA San Juan, I had the opportunity to collaborate on a diverse range of digital campaigns for McDonald’s across Puerto Rico and the U.S. Virgin Islands. This role allowed me to immerse myself in the brand’s DNA, translating its voice and values into compelling digital experiences across multiple platforms.
Through each campaign, I focused on crafting engaging narratives and bold, impactful visuals that connected authentically with audiences. Along the way, this work gained recognition within the advertising and marketing community, earning awards that celebrated not only creative excellence but also the strategic thinking behind every idea. It has been a truly rewarding journey one where digital innovation, storytelling, and brand purpose came together to create work that resonates, performs, and leaves a lasting impression.
Collaborating with TBWA San Juan and McDonald’s Puerto Rico on this project was truly meaningful. For International Women’s Day, our goal was to ignite a conversation around equality and leadership in the workplace an issue that deeply resonates in Puerto Rico and far beyond.
Through a thoughtfully crafted case study, we captured authentic reactions and real world impact, highlighting the strength of the message when shared openly with the public. The campaign struck a powerful chord, generating significant media coverage and reinforcing a message that is both simple and essential, equal rights and equal leadership opportunities, regardless of gender.
Being part of this project was not only inspiring, but also a clear reminder of the power of creativity to spark dialogue, challenge perspectives, and drive meaningful change.
Being part of a project that truly resonated with McDonald’s consumers was incredibly inspiring. At TBWA San Juan, we brought to life “The Lucky Fry” a playful, clever idea born from a simple insight, everyone loves that little bonus fry at the bottom of the bag. To bring this concept to life, we reimagined the packaging itself, designing a special compartment to deliver an extra potato wedge the ñapa, as we call it in Puerto Rico turning a small surprise into a memorable brand experience. The campaign launched on April Fool’s Day, and by July 12, it was delighting customers at McDonald’s locations across the island. This playful twist captured the hearts of Puerto Rican consumers and resonated across Latin America and the United States. “The Lucky Fry” went on to earn multiple awards at Cúspide 2019 and became a standout success within McDonald’s LATAM, proving that a simple idea, executed creatively, can leave a lasting impact.