Pay Day - Equal Pay Puerto Rico / Cúspide 2018

Analyzing my journey as a Creative Director and Designer with ten years of experience, I recognize that my first significant impact in the advertising world originated during my studies at the School of Plastic Arts and Design of Puerto Rico. This pivotal starting point was marked by our participation in the 36th edition of the National Advertising Festival Cúspide, where, under the mentorship of Arantza Gonzalez from Badillo Saatchi & Saatchi, together with my university colleagues, Ángel Rosa, Ariel Mercado, and Gerardo Vélez, we ventured into designing a poster for Equal Pay Puerto Rico.

We focused on creating a poster that addressed the issue of gender pay gap. Our creative approach materialized into an interactive and visually striking design: a hundred-dollar bill on a red background, with a subtle play of tones around the eyes and lips of Benjamin Franklin, evoking a sense of suspicion and urgency. This detail was not only aesthetic but also functioned as an interactive tool. Lifting the bill revealed the hidden salary disparity, a powerful metaphor for the income women do not receive, as it reflected the exact percentage of what women did not earn.

The experience of designing, executing, and presenting this poster was not only a creative challenge but also taught me the impact design can have on social awareness. It was a project that combined the beauty of graphic design with a powerful and relevant social message, setting a precedent for my future approach in creative direction.

This first success in a prestigious competition was a catalyst in my career, establishing a solid foundation for my professional development. Through this project, I learned the importance of visual narrative, design innovation, and the value of teamwork. These learnings have guided my career, allowing me to lead projects with a mix of artistic creativity and social awareness, elements I consider essential in the world of advertising and design today.

36th edition of the National Advertising Festival Cúspide

Award: Silver

Year: 2018