It’s an HONOR.
This is by far one of the bravest brands I have had the privilege of building alongside.
The Challenge
Navigating a 17-country market with a brand that thrives on immersing itself in local cultures while staying fiercely true to its roots. How do you spark relevance in a space choked by aggressive, entry-level alternatives on one end and premium titans who already own consumer trust on the other?
The Story
I approached this brand as a character driven by defiance and bravery. It is a brand that never stops wondering what lies past the edge of the map. It charges ahead and takes bold chances because it knows its foundation is bulletproof. It holds the technology to empower people through any situation they face, bridging the gap between everyday routines and extraordinary moments.
High-tech that proves itself
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High-tech that proves itself ✳︎
The Club of the Unexpected
Original Idea, Script, Cinematography, Creative Direction.
The story
HONOR’s H600 Elite is a smartphone engineered to survive the utterly unexpected. To prove its unmatched durability, I developed a series of short films that doubled as extreme stress tests. While the brand provided the initial concept, my role was to architect it into something epic from the ground up. The narrative centers on "The Club"—a surreal group therapy session where a psychologist helps five friends process the absolute chaos of their daily lives. The launch was massive, accompanied by a Guinness World Record for the highest phone free-fall onto grass, AI influencer content, and theatrical movie posters. Although the final edit ultimately resided outside my control, writing the foundation for this campaign under such a tight deadline was incredibly fulfilling. It was a privilege to collaborate with a fiercely talented team, including Kenneth Muller, a visionary director currently reshaping Latin American cinema.
AI is a tool; a good story is what truly matters.
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AI is a tool; a good story is what truly matters. ✳︎
Year of the Fire Horse
Film Direction, Creative Direction, Original Idea, Script, Cinematography.
The story
2026 saw the launch of the new Magic 8 Lite, which arrived packed with technology previously unheard of in Latin America—from a truly long-lasting battery to non-Newtonian fluids that pushed the device's durability to unparalleled heights.
Crafting this film was an exhilarating process. I anchored the entire narrative in the model's core creative concept: Legendary Magic. This gave us the perfect framework to visually prove the phone's impressive IP and IK ratings by putting it up against extreme elements—dust, fire, water, and heavy impacts. The moment the idea was on the table, my team poured their energy into layering the visual mechanics, and the execution landed perfectly with the client. Because this originated as a proactive pitch, scaling it across the social media pipelines of so many different countries presented a unique logistical puzzle. Still, it earns its rightful place here because it stands as a testament to what we can achieve when a team builds a story out of pure passion.
This is the cut my team is most proud of. The real victory, though, was how it strengthened our client relationship; we delivered a first cut that prioritized a filmic experience over feeling like a conventional ad. In the end, we sought the best way to find a common ground, and we did.
Creativity must remain human-driven; AI is just a tool to bring those ideas to life.
We used assistive AI to bring this storyboard to life. As a rule, I do not use AI to generate concepts—creativity has to be human. We supply the vision and the soul, treating AI strictly as a technical tool to help build it.
In a world of AI slop, stories are what make the difference.
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In a world of AI slop, stories are what make the difference. ✳︎
Agent X-Mas
Original Idea, Script.
The story
Who needs cutting-edge gadgets more than an international spy? Presenting: Agent X-Mas, an operative utilizing HONOR's complete new ecosystem to take down an army of ninjas and save the holidays. I deliberately designed the threat to be action-packed yet universally understood, ensuring the product features took center stage. The film broke records with a 70% compound market acceptance rate and earned my team the highest creative evaluation grade HONOR LATAM has ever given.
Keep it simple. Keep it fun. But never talk down to an audience that is ready to lean in and explore.
While advertising often demands fast, digestible stories, that is never an excuse to strip away the subtext. Audiences are smart. They appreciate it when a narrative goes the extra mile to entertain them, treating their intelligence and their love for a great story with genuine respect.
Show to tell, but do it in a compelling and exciting way
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Show to tell, but do it in a compelling and exciting way ✳︎
HONOR Magic 8 Lite Launch
Original Idea, Script.
How do you prove durability? You push the limits. My team and I engineered a series of extreme tests inspired by real-life Magic 7 survival stories, escalating the danger to put all doubt to rest. Our goal was simple: to show the audience that when it comes to absolute resilience, the Magic line has no equal. No AI was implemented in this project.
The biggest win for me