The first AI-made ads in Mexico
Telefónica Movistar México
Digital acquisition for a mobile carrier, through Concentra BPO.
card-marca-movistarThe process
I kicked off 2025 on the team handling creative for Telefónica Movistar México’s paid campaigns, with one clear goal: get people to switch their number over to Movistar. The models back then couldn’t do everything, but by exploring we landed artwork that really held up in paid media.
The summer campaign came with total creative freedom, and I took it somewhere aspirational: moments around the city, people sharing their day and, above all, staying connected. Then came the postpaid campaign, always within the guidelines of the live campaign and the brand.
In June, with the campaign running, cost per lead dropped 22% and stayed below the historical average.
caso-movistar-proceso-1Maxi isn’t my design — he came with the campaign — so the job was working him into the final art without him looking pasted on. Later we got to push him further in the Day of the Dead landing page, calaveras and all.
My favorite piece was the roller rink: quad skates, neon and a saturated palette, that eighties look that was everywhere in 2025. We got two pieces of the same couple in the same scene — and keeping a character consistent across pieces was exactly the hard part back then.
caso-movistar-proceso-2
