First AI-made ads in Mexico
Telefónica Movistar México
Digital acquisition for mobile telecom, through Concentra BPO.
card-marca-movistarThe process
I started 2025 on the team supporting creative for Telefónica Movistar México’s paid campaigns, with one concrete goal: porting numbers over to their lines. The models available then could not do everything, but exploring turned up art that genuinely held up in paid media.
The summer campaign came with full creative freedom and I took it somewhere aspirational: moments around the city, people sharing their day and, above all, connected. The postpaid campaign followed, always within the guidelines of the live campaign and of the brand.
In June, with the campaign live, cost per lead dropped 22% and stayed below the historical average.
caso-movistar-proceso-1Maxi is not my design — the campaign brought him — so the work was integrating him into the final art without him looking pasted on top. Later we got to go further with him, in the Day of the Dead landing page exercise, with the calaveras and the whole theme.
The strongest piece was the roller rink one: quad skates, neon lights and a saturated palette, that eighties look that was everywhere in 2025. Two pieces came out of the same couple in the same scene, and holding a character across pieces was exactly what was hard back then.
caso-movistar-proceso-2
