More work

MAST is a premium STEAM academy for ambitious families. I turned an initial brief into the full brand strategy.

Strategy

Positioning around "science-based development" and "hard fun". A messaging framework that keeps the premium position in approachable language, written against what parents actually worry about.

Creative direction

With a graphic designer: references, palette, photography guidelines built on hands-on learning moments, and the technical graphic elements that carry the STEAM focus.

House of Fuego is a sunset event series on Studio 9's terrace in Taipei: Latin culture and electronic music, every two months.

Brand

I founded it and built the brand from zero: name, concept, positioning, voice, marketing. A designer and I shaped the identity around Latin warmth and the sunset.

The event

Curated electronic programming, Latin food, live performances, signature cocktails. The first edition drew over 200 people.

The problem

Everyone hated their slow internet. Families fought over bandwidth, streaming died mid-episode.

The solution

Fiber optic fast enough for the whole family at once. I wrote the social video scripts that turned a technical upgrade into something people cared about: your internet shouldn't make you choose between your kid's homework and your Netflix.

Translation

Tired of having the internet being interrupted at home? Now there's internet for everyone. Get the Family Size Internet from Personal.

The problem

Easter week in Paraguay means families on the road, and a spike in traffic deaths.

The idea

A fake gas station offering coffins two for one. Ads in newspapers and social media, a website, a hotline. People called, confused or furious: a religious holiday doesn't joke about death. The backlash was the point.

Then the reveal: traffic accidents are the leading cause of death in Paraguay during Easter week.

It bothers you to see this, but it would be worse to use it.

My roleCreative concept and campaign strategy.