Brands Deserve More Than Logos

I Create Identities, Campaigns, And Experiences That

Help Brands Earn A Place In Culture.

View My Work

Brands Deserve More Than Logos

I Create Identities, Campaigns, And Experiences That

Help Brands Earn A Place In Culture.

View My Work

I am Alán

Hello! ¡Hola! こんにちは! مرحبا! Bonjour!

Award-winning Creative Director focused on building brands, crafting identities, and creating campaigns that people remember.

I believe great brands earn a place in culture. Whether developing a visual identity, launching a campaign, or creating an immersive experience, my goal is always the same: transform strong ideas into meaningful connections between brands and people.

Over the last decade, I’ve helped organizations define who they are and how they show up in the world through branding, creative direction, strategy, and storytelling. My work has been recognized by MarCom and Indigo Awards and spans everything from brand identity systems and marketing campaigns to experiential activations and large-scale creative initiatives.

I’m especially passionate about the intersection of branding and experiential marketing, where identities move beyond logos and guidelines to become something people can see, feel, and participate in. From building brands from the ground up to creating campaigns designed to spark conversation and cultural relevance, I believe the best work leaves a lasting impression long after the first interaction.

Onitsuka Tiger: From Tokyo to CDMX

Creative Direction | Brand Activation | Market Entry Strategy

Onitsuka Tiger is one of Japan’s most recognizable fashion brands, celebrated for its ability to bridge heritage athletic footwear, contemporary fashion, and street culture.

This speculative campaign explores how the brand could establish a meaningful presence in CDMX by embedding itself into the cultural fabric of the city rather than relying solely on traditional advertising.

The concept imagines a market entry strategy built around cultural relevance, local storytelling, experiential activations, outdoor media, and strategic partnerships designed to introduce Onitsuka Tiger not as a foreign brand entering Mexico, but as a natural participant in the lifestyle, creativity, and energy of CDMX.

Rather than asking consumers to discover the brand, the campaign brings the brand directly into the places, moments, and communities that define modern CDMX.

The Challenge

How can a global fashion brand enter a new market without feeling like an outsider?

The objective was to create a launch strategy that maintained Onitsuka Tiger’s Japanese heritage while building authentic connections with Mexican consumers.

The Idea

From Tokyo to CDMX

Instead of introducing Onitsuka Tiger through conventional advertising, the campaign imagines the brand becoming part of the city itself.

From Metro CDMX takeovers and landmark installations to street fashion photography and cultural partnerships, every touchpoint was designed to build familiarity, relevance, and aspiration.

Creative Direction

The visual language combines Japanese minimalism with the energy of Mexico City through:

• Editorial photography

• Onitsuka Tiger yellow accents

• Hand-painted motion graphics

• Iconic CDMX locations

• Fashion-forward styling

Intended Impact

Position Onitsuka Tiger as more than a footwear brand.

Create cultural relevance, increase brand visibility, and establish a foundation for long-term growth within one of Latin America’s most influential fashion markets.

Brands Deserve More Than Logos

Brands Deserve More Than Logos