AMP 365 Guatemala Campaign | 2021

Art Direction

Project Overview: Strategic marketing campaign for AMP 365 Guatemala, a comprehensive business development program. This project required creating visual content that communicated professional growth and transformation while maintaining cultural authenticity for the Guatemalan market.

My Role:

  • Art Director - Led creative vision and brand visual strategy

  • Food Stylist - Integrated culinary elements that reflected Guatemalan business culture

  • Cultural Consultant - Ensured authentic representation of Central American professional environments

Creative Challenge: Developing visual language that would resonate with Guatemalan entrepreneurs and business professionals while positioning AMP 365 as both accessible and aspirational. The challenge was creating content that felt locally relevant yet internationally professional.

Approach & Execution:

  • Crafted visual storytelling that celebrated Guatemalan business culture

  • Applied multicultural perspective gained from Latin American background

  • Integrated food styling elements that reflected networking and professional dining contexts

  • Collaborated with Agencia EsteOeste team to ensure brand consistency across all touchpoints

  • Developed content strategy that supported the program's enrollment goals

Cultural Impact: This project demonstrated my ability to work across Latin American markets, leveraging cultural understanding to create authentic, engaging content for professional development programs.

Skills Demonstrated:

  • Cross-cultural marketing strategy

  • Latin American market expertise

  • Professional services visual communication

  • Bilingual content development (Spanish/Portuguese markets)

  • Educational program promotion

Agency Partnership: Collaborated with Agencia EsteOeste to deliver comprehensive creative strategy and execution.

Watch the Campaign: AMP 365 Guatemala

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