​​​​​​​Sabritas® México needed to communicate its beloved classic brands (Fritos®, Rancheritos®, Churrumais®, Crujitos® and Sabritones®) so, to do that, I created a whole new concept and platform called “La Mera Banda”, a very colloquial phrase rooted in friendship whose message was to convey how these brands have always been there for you and your cravings. 

Each brand had a personality based on the attributes of the product and the behavior of its regular consumers, managing to connect with all of them.

My work here consisted of devising the concept, landing the creativity for the commercial (as well as being part of the production and creating snackable content during filming), and developing the entire content grid that was advertised on social media.