Atún Dolores 2023-CurrentlyCreative strategy & Direction.
For the past three years, I’ve led creative and strategic direction for Atún Dolores, evolving brand perception, building consumer recognition, and fostering love brand status through diverse campaigns and bold actions.
Brand Campaign — 2025
Created a campaign for Atún Dolores designed to foster emotional consistency and brand affinity, positioning the brand as a relevant and convenient choice for everyday meals, from quick lunches to late-night cravings.
My role: Creative Direction/Copywriter | Team: Damaris Ovalle, Karen Flores, Julián Larios, Korina Cruz, Frida López
A tu lado, Atún Dolores
Atún Dolores wanted to get closer to the TikTok community and take advantage of a brand asset with high recall, but with room to grow.
To do this, we created a TikTok Branded Mission using the brand’s iconic jingle, inviting people to show how they experience the jingle in their everyday life.
We collaborated with content creators whose profiles matched the idea, which helped us achieve +45 million views, + 1,000 videos created, beating benchmarks from other categories, as well as 24.9 points in Ad Recall and 4.6 points in Brand Preference.
TikTok Ad Awards | Silver “Power to the people”
My role: Creative Direction | Team: Julian Larios, Damaris Ovalle, Karen Flores, Korina Cruz, Frida López, Gabriela Salazar.
Brand Campaign — 2024
Built upon the success of the previous campaign by refreshing the brand's image, targeting a younger audience and challenging traditional perceptions while maintaining campaign continuity.
My role: Creative Direction/Copywriter | Team: Damaris Ovalle, Diana Lino, Korina Cruz, Sofia Sánchez
A tu lado, Reinventando el sabor
Conceptualized and launched a groundbreaking TikTok campaign that resonated with millennials by leveraging creator partnerships and showcasing innovative product applications.
The campaign's success led to a second edition, driven by impressive results: 43M reach, 884K interactions, 166M impressions, and a 66.8% audience retention rate (vs. 50.4% platform average).
My role: Creative Direction/Copywriter | Team: Mónica Jiménez, Damaris Ovalle, Korina Cruz, Sofía Sánchez, Diana Lino
A tu lado, 40 días 40 recetas
How can you become even more relevant during a season where you already have a strong presence?
We created “40 días, 40 recetas”, a campaign designed to be by our consumers’ side every single day of the season, offering a new recipe daily. It became one of the brand’s most impactful initiatives, generating high engagement across multiple platforms and laying the foundation for long-term brand planning.
The campaign launched in 2023 with daily recipes shared across Facebook, Instagram, and TikTok. In 2024, we elevated the idea with a physical recipe book activation, engaging over 2,000 participants. By 2025, the concept evolved beyond just recipes, we introduced “Tu Casa Dolores”, an immersive brand experience designed to showcase a broader range of products during the brand’s most relevant seasonal window.
From everyday recipes to immersive storytelling — this campaign turned a seasonal opportunity into a long-term brand movement.
My role: Creative Direction/Copywriter | Team: Damaris Ovalle, Karen Flores, Julián Larios, Korina Cruz, Frida López