Creating gender-balanced brands and women-first campaigns.

I have always focused on the progressive portrayal of women. This sensitivity developed early in my career, when I was often the only female creative in the department. Ever since, I have made it a priority to ensure progressive representation of women in my scripts, films, and all my productions.

I also lecture on the subject of women's representation in advertising and actively promote initiatives that contribute to gender balance in the Spanish industry, such as UnaDeDos

Danone Light & Free. Free of Stereotypes

For music without stereotypes.

Danone Light & Free is a brand committed to challenging gender stereotypes. We aimed to spark a conversation about how fans often tolerate sexism in music videos, while they would never accept it in advertising. To illustrate this, we created a mock commercial that was shown in a focus group. The discussion that followed became the foundation for branded content.

Creative direction, creative idea, production. Collaboration with Wunderman Thompson

Danone Activia. Love what’s inside.

Claiming the role of your gut

Activia has long been associated with "happy bellies." For this global campaign, the Wunderman Thompson team sought to anchor the brand’s connection to gut health. We developed a series of fictionalized interviews with three characters—Heart, Brain, and Gut—designed to help the Activia audience better understand the role of gut health.

Creative strategy, format ideation, and script development for this Activia content on intestinal health for the international market. Collaboration with Wunderman Thompson.

Cacaolat “Bravo padres y madres”

A message for the lockdown

During the 2020 lockdown, Cacaolat wanted to remain present and relevant. My proposal to the Contrapunto BBDO team was for the brand to support parents and caregivers at a time when it became clear that society in Spain was overlooking their needs, as families faced unprecedented challenges balancing work, home life, and childcare.

In charge of creative strategy, concept, and direction for the digital campaign

Diversity includes gender, race, and age.

When a supermarket offers everything, it attracts everyone. It is important to represent the concept of "all of us" accurately. This campaign is built around celebrating diversity.

Delicate prints for a delicate subject.

In advertising, it often seems that only women suffer from cracked heels, hemorrhoids, urinary leaks, wrinkles, and cellulite. With this campaign, I aimed to address female hair loss—much more stigmatized than male hair loss—in the most aesthetic way possible.