CIELO OSCURO / Jalisco, Mexico 2003

Creative Direction, Brand Strategy, Advertising Campaign Development & Brand Repositioning

Cielo Oscuro was a premium tequila brand from Jalisco, Mexico, preparing for entry into the United States market. The project was developed to strengthen the brand's market position and create a compelling identity capable of competing within the rapidly growing North American spirits category.

As Creative Director, I led the complete creative and strategic development of the project. My responsibilities included brand repositioning, advertising strategy, visual identity refinement, campaign development, art direction, and the creation of all key communication assets.

The objective was to preserve the authenticity of the brand's Mexican heritage while introducing a more contemporary visual language that would resonate with American consumers. The creative strategy focused on highlighting the product's distinctive character through bold visual storytelling, memorable brand imagery, and a consistent communication platform.

Working across every stage of development, I directed the creative vision from strategy through execution, ensuring alignment between brand positioning, advertising, packaging communication, and consumer engagement.

The resulting campaign established a cohesive brand presence designed to support the company's entry into the U.S. market while reinforcing its premium positioning and long-term growth objectives.

Responsibilities

• Creative Direction
• Brand Strategy
• Brand Repositioning
• U.S. Market Entry Strategy
• Advertising Strategy
• Campaign Development
• Art Direction
• Visual Identity Enhancement
• Marketing Communications
• Creative Production Oversight