Art Director of Nuestra Parrillada for Club Premium

Descubre Nuestra Parrillada, La Serie. Lanzamiento 25/08

As Art Director, I had the incredible opportunity to be part of a YouTube series that showcased the rich and diverse gastronomy of Ecuador through its different regions. More than just a culinary journey, this series was a strategic brand action for Club Premium, aiming to position it as the go-to beverage for Ecuadorian barbecues—one of the country’s most cherished traditions, with a wide variety of flavors across regions.

From the very start, I was deeply involved in the campaign’s creative development, content ideation, and production, always from an artistic perspective. My role was to ensure that the visual language, aesthetics, and storytelling aligned seamlessly with both the brand’s identity and the authenticity of Ecuadorian cuisine. Every episode was carefully designed to engage the audience, not just by highlighting dishes and cooking techniques, but by celebrating the culture and traditions that make them unique.

This project was an exciting challenge in terms of art direction—from crafting the right atmospheres to maintaining a consistent and immersive visual style throughout the series. It was a valuable experience that strengthened my creative and strategic skills while reaffirming the power of storytelling in brand building through digital content.

Ultimately, this series successfully created a genuine connection between Club Premium and its audience, solidifying its association with Ecuador’s barbecue culture and strengthening its presence in the market.