‘Connecting Changes Everything’

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RBD Reunion Tour Partnership

Client: AT&T
Partner: CAA
Year: 2023
Markets: United States, Mexico, Brazil, Colombia

AT&T logo with a blue, stylized globe and black text.
Black and white photo of five young people standing in a row, with colorful text overlay that reads 'Esperado' in pink and 'Regreso' in blue, and a logo in the bottom left corner that says 'el Gordo y la Flaca'.
Promotional poster for the 'Soy Rebelde Tour 2023' featuring a crest with lions, a shield with the letters R, B, D, and a red tie in the shape of a necktie.
A woman wearing a black strapless dress with a lace-up front, posing with one hand on her hip against a plain background, on the cover of L'Official magazine.
A woman wearing a black strapless dress with a lace-up front, posing with one hand on her hip against a plain background, on the cover of L'Official magazine.
Cover of a magazine featuring four people, two men and two women, all dressed in glamorous black and silver outfits, posing confidently against a gray background with the text "Digital Cover" and "En Español." The title of the issue is "El Regreso."
Cover of Rolling Stone magazine featuring five people dressed in shiny blue and black outfits, posing closely together against a dark background, with the text "R B D" and Spanish subtitle "El Retorno Monumental".
Billboard magazine cover featuring five diverse celebrities in glamorous, edgy outfits with a white background. The headline reads 'The Return of RBD' in bold blue letters.
Cover of a magazine featuring four people, two men and two women, all dressed in glamorous black and silver outfits, posing confidently against a gray background with the text "Digital Cover" and "En Español." The title of the issue is "El Regreso."
Cover of Rolling Stone magazine featuring five people dressed in shiny blue and black outfits, posing closely together against a dark background, with the text "R B D" and Spanish subtitle "El Retorno Monumental".
Billboard magazine cover featuring five diverse celebrities in glamorous, edgy outfits with a white background. The headline reads 'The Return of RBD' in bold blue letters.
Promotional poster for the 'Soy Rebelde Tour 2023' featuring a crest with lions, a shield with the letters R, B, D, and a red tie in the shape of a necktie.

THE CHALLENGE

Announce AT&T's sponsorship of Mexican pop group RBD's highly anticipated "Soy Rebelde" reunion concert tour—the band's first performances together in 15 years.

The objective: Demonstrate how the union of AT&T + RBD authentically embodies "Connects People & Powers Connectivity" for Latino audiences across multiple markets.

OUR APPROACH

Cultural Insight as Foundation

We developed a documentary-style narrative rooted in a deep emotional truth for Latino audiences: the desire to stay connected to the family and friends we love most.

Authentic Storytelling

RBD members shared their own heartfelt, personal stories about what this historic reunion meant to them and how they had grown since their last performance 15 years ago. These genuine insights aligned perfectly with AT&T's core values: Powering Connectivity and Connecting People across cultures, generations, and languages.

Execution

The campaign captured the emotional journey of the reunion, positioning AT&T not just as a sponsor but as the enabler of connection—bringing fans back together with the band they loved and with each other.

THE IMPACT

Most Lucrative Concert Tour by Any Latin Music Artist in 2023

Tour Performance:

50+ sold-out dates across the United States, Mexico, Brazil, and Colombia

390,000 fans over six nights at Mexico City's iconic Estadio Azteca (80,000 capacity)

Filled stadiums and arenas that have welcomed icons like Madonna, U2, and Vicente Fernández

Cultural Significance:

The reunion generated massive impact at a pivotal moment when reggaeton and regional Mexican music dominate streaming platforms, proving the enduring power of Latin pop and nostalgic cultural touchstones.

Media Coverage:

Generated major network news and entertainment coverage across:

Telemundo, Univision, Rolling Stone, Billboard, People En Español, CBS

Brand Impact:

AT&T successfully positioned itself as the brand that powers meaningful connections—not just technologically, but emotionally and culturally—for one of the most significant Latin music events of the decade.

WHY IT WORKED

This campaign succeeded because it understood a fundamental truth: for Latino audiences, staying connected isn't just about technology—it's about preserving relationships, honoring heritage, and celebrating shared cultural moments.

By aligning AT&T with RBD's reunion, we didn't just sponsor a tour. We helped reconnect generations of fans with the music that defined their youth and with each other.

Cultural fluency meets emotional resonance. That's how brands become part of the story.

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JEEP “Freedom”

Client: JEEP
Partner: Zoom Film & Television (Lee Nelson / Mark Toia)
Year: 2018
Markets: United States (adapted from India; later extended to Middle East)

Close-up of an elderly man with a weathered face, white mustache, and piercing eyes, wearing a wide-brimmed black hat outdoors.
A person operating a video camera on a tripod takes a shot of a figure with wings standing on grass near a body of water, with a cloudy sky overhead.

THE CHALLENGE

For the U.S. launch of Wrangler, Jeep wanted to tell an authentically American freedom story that stayed true to the brand’s global ethos: Go Anywhere. Do Anything.

The traditional agency model—brand → agency → production—would have meant multiple layers, $75K–$300K in fees before production, and months of approvals.
Jeep chose a faster, smarter way: client-direct-to-production.

OUR APPROACH

Client-Direct-to-Production Model
 We worked directly with Jeep’s brand team, eliminating agency layers. This two-step model—Brand → Production—delivered 30–40% cost savings and took the project from concept to delivery in weeks instead of months, without sacrificing creative quality.
No middlemen. No markups. Just direct collaboration with award-winning director Mark Toia and real-time creative decisions on set.

Global Consistency, Local Relevance
 The U.S. “Freedom” campaign drew inspiration from Jeep’s global storytelling—particularly the acclaimed “Fables” work from India—adapting the core spirit for an American audience.
By building on proven global strategy while infusing uniquely American imagery and tone, we maintained global brand alignment and ensured local cultural authenticity.

Production Excellence
 Five Jeeps. One 10-person crew. A coast-to-coast road trip from New York to Los Angeles.
Captured with GSS cinema rigs, drones, and handheld cameras—with on-set editing to accelerate turnaround.
No actors. Real people. Real places. Authentic American freedom.

THE IMPACT

Creative Success

  • Inspired by Jeep’s “Fables” global storytelling framework

  • Helped reinforce Wrangler as a global icon of freedom and adventure

Production Model Success

  • 30–40% cost savings vs. traditional agency workflow

  • Weeks instead of months from concept to delivery

  • Full transparency: brand team directly involved throughout

Global Scalability
Framework later adapted across United States, India, and the Middle East, all unified by Jeep’s Go Anywhere. Do Anything. positioning.

WHY IT WORKED

The campaign proved that global brands can produce world-class creative faster, smarter, and more authentically by working direct.
When cultural fluency meets production excellence, the result is work that scales globally and connects locally.

World-class production. Cultural fluency. Financial efficiency.
 That’s client-direct-to-production

A man sitting in a black pickup truck with a large telescope mounted on the roof. The truck is parked outdoors at a location with snow and a prominent flat-topped mountain in the background, possibly during late afternoon or early evening.
Two men in winter clothing, one with a beanie and the other with a hood and face covering, stand near a black car with a mounted camera on top, in an outdoor setting during dusk or dawn.
Person working on electronic equipment, possibly installing or repairing a car stereo or audio system inside a vehicle.
A woman wearing a wide-brimmed hat with red, white, and blue stripes stands on a sandy beach at sunset, with the sun shining from behind her. A person in a white shirt holding a camera is taking her photograph.
A man operating a camera stabilizer captures a woman performing an aerial split in an industrial-style studio with large windowpanes.
A behind-the-scenes shot of a film production showing a camera monitor capturing a close-up of a man with a dark complexion, grinning widely, in a warehouse setting. The monitor displays the actor's face prominently with a backdrop of shelves and objects.
Close-up of a man's face with elaborate black ink tattoos, including facial tattoos and piercings, outdoors during daylight.
A young man stands shirtless outdoors, holding a skateboard resting on his shoulders, wearing a maroon beanie and wristbands, with a confident expression against a cloudy sky.
A person standing on top of a red Jeep parked on the side of a desert road, taking a photo or looking through binoculars, with large rock formations in the background during sunset or sunrise.
Person wearing a colorful, beaded headdress and face paint, with a dark background.
A woman with red hair practicing a yoga pose on rocks by the waterfront with the Brooklyn Bridge and Manhattan skyline in the background.
Silhouettes of young skateboarders performing tricks on rooftop at sunset, with streaks of light in the sky and city skyline in the background.
Close-up of the Statue of Liberty's face and crown against a sunset sky.
A man sitting in a black pickup truck with a large telescope mounted on the roof. The truck is parked outdoors at a location with snow and a prominent flat-topped mountain in the background, possibly during late afternoon or early evening.
Two men in winter clothing, one with a beanie and the other with a hood and face covering, stand near a black car with a mounted camera on top, in an outdoor setting during dusk or dawn.
Person working on electronic equipment, possibly installing or repairing a car stereo or audio system inside a vehicle.

THE CHALLENGE

For the U.S. launch of Wrangler, Jeep wanted to tell an authentically American freedom story that stayed true to the brand’s global ethos: Go Anywhere. Do Anything.

The traditional agency model—brand → agency → production—would have meant multiple layers, $75K–$300K in fees before production, and months of approvals.
Jeep chose a faster, smarter way: client-direct-to-production.

Close-up of a man's face with elaborate black ink tattoos, including facial tattoos and piercings, outdoors during daylight.
A young man stands shirtless outdoors, holding a skateboard resting on his shoulders, wearing a maroon beanie and wristbands, with a confident expression against a cloudy sky.
A person standing on top of a red Jeep parked on the side of a desert road, taking a photo or looking through binoculars, with large rock formations in the background during sunset or sunrise.

OUR APPROACH

Client-Direct-to-Production Model
 We worked directly with Jeep’s brand team, eliminating agency layers. This two-step model—Brand → Production—delivered 30–40% cost savings and took the project from concept to delivery in weeks instead of months, without sacrificing creative quality.
No middlemen. No markups. Just direct collaboration with award-winning director Mark Toia and real-time creative decisions on set.

Global Consistency, Local Relevance
 The U.S. “Freedom” campaign drew inspiration from Jeep’s global storytelling—particularly the acclaimed “Fables” work from India—adapting the core spirit for an American audience.
By building on proven global strategy while infusing uniquely American imagery and tone, we maintained global brand alignment and ensured local cultural authenticity.

Production Excellence
 Five Jeeps. One 10-person crew. A coast-to-coast road trip from New York to Los Angeles.
Captured with GSS cinema rigs, drones, and handheld cameras—with on-set editing to accelerate turnaround.
No actors. Real people. Real places. Authentic American freedom.

Silhouettes of young skateboarders performing tricks on rooftop at sunset, with streaks of light in the sky and city skyline in the background.
Close-up of the Statue of Liberty's face and crown against a sunset sky.
A shirtless man performing a dance or martial arts move on a city street at night, with bright neon lights and signs, including a Chase sign and a sign that says 'CHAMPS' in Times Square.

THE IMPACT

Creative Success

  • Inspired by Jeep’s “Fables” global storytelling framework

  • Helped reinforce Wrangler as a global icon of freedom and adventure

Production Model Success

  • 30–40% cost savings vs. traditional agency workflow

  • Weeks instead of months from concept to delivery

  • Full transparency: brand team directly involved throughout

Global Scalability
Framework later adapted across United States, India, and the Middle East, all unified by Jeep’s Go Anywhere. Do Anything. positioning.

A man standing in front of five cars on a desert landscape with sand dunes under a blue sky with clouds and a jet contrail.
A woman wearing a wide-brimmed hat with red, white, and blue stripes stands on a sandy beach at sunset, with the sun shining from behind her. A person in a white shirt holding a camera is taking her photograph.

WHY IT WORKED

The campaign proved that global brands can produce world-class creative faster, smarter, and more authentically by working direct.
When cultural fluency meets production excellence, the result is work that scales globally and connects locally.

World-class production. Cultural fluency. Financial efficiency.
 That’s client-direct-to-production

A man operating a camera stabilizer captures a woman performing an aerial split in an industrial-style studio with large windowpanes.
A behind-the-scenes shot of a film production showing a camera monitor capturing a close-up of a man with a dark complexion, grinning widely, in a warehouse setting. The monitor displays the actor's face prominently with a backdrop of shelves and objects.
Person wearing a colorful, beaded headdress and face paint, with a dark background.
A woman with red hair practicing a yoga pose on rocks by the waterfront with the Brooklyn Bridge and Manhattan skyline in the background.
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See Video (2)

Colombia Launch Campaign “Spam Comido”

Client: Truecaller
Partner: InPulse Digital
Year: 2023
Markets: Colombia, Chile

Blue background with the word "truecaller" in white lowercase letters.
A woman with brown hair in a ponytail smiles as she reaches out to a man with curly dark hair, who is lying on a couch talking on a cellphone.
A woman with long hair in a ponytail holding a phone to her ear, appearing to be in a conversation, while sitting on a couch with a bowl of popcorn nearby.
A woman with long hair in a ponytail holding a phone to her ear, appearing to be in a conversation, while sitting on a couch with a bowl of popcorn nearby.
Blue digital graphic with the word 'truecaller' in white lowercase letters.
A man with curly brown hair wearing a yellow sweater holding a magnifying glass and looking surprised. Behind him is a wall with pinned notes and photos connected by red strings.
A man with curly brown hair wearing a yellow sweater holding a magnifying glass and looking surprised. Behind him is a wall with pinned notes and photos connected by red strings.

THE CHALLENGE

Truecaller—a Swedish telecommunications company and global leader in caller ID and spam blocking (420 million monthly active users, 1 billion+ downloads)—needed to generate consumer awareness and position itself as Colombia's top spam blocker app.

OUR APPROACH

Cultural Insight as Foundation

We developed "Spam Comido"—a campaign name that plays on the popular Colombian expression "Pan Comido," which means "a piece of cake" or "very easy." This cultural wordplay cleverly communicated that blocking spam with Truecaller is effortless—while immediately signaling we understood the local audience.

Strategic Solution

Developed a trend-driven campaign targeting millennials who distrust phone calls. Conducted consumer research to uncover key insights and behaviors. Defined a brand voice tailored for Latin America. Crafted emotionally engaging content using local Colombian talent and influencers, supported by strategic PR.

Creative Execution

Used humor to acknowledge a universal frustration: your phone rings, and it's another spam call—scammer, fraudster, or pushy sales pitch. The message: The wait is over. Block spam automatically.

Blue digital graphic with the word 'truecaller' in white lowercase letters.
A woman and a man sitting on a couch with the woman cheerful and the man talking on the phone, scenes from a casual living room setting.
A woman and a man sitting on a couch with the woman cheerful and the man talking on the phone, scenes from a casual living room setting.

THE IMPACT

Campaign Performance:

  • 85% view rate (significantly above benchmark)

  • 1.7 million video views

  • 23% lower cost-per-view vs. benchmark

  • 77% blended view rate within influencer content

Market Impact:

  • Truecaller detected 40+ million spam calls in Colombia following launch

  • Part of Truecaller's 2023 global success: 47 billion spam/fraud calls identified worldwide

Media Coverage:

Generated engagement across digital and social platforms through local influencers and PR amplification.

WHY IT WORKED

This campaign succeeded by combining sharp cultural insight with a universal pain point. "Spam Comido" wasn't just clever wordplay—it communicated that blocking spam is effortless while speaking to Colombians in their own cultural language.

By understanding that millennials want brands that get them, we positioned Truecaller not as foreign tech, but as a local solution to a local problem.

Cultural fluency meets tech innovation. That's how global brands win local markets.