Building Brands Through Culture.

Smirnoff House

Smirnoff was invisible in the places where vodka actually gets chosen — bars, nightlife, the on-trade. Volume was down 13% and the brand had no real presence where it mattered most. My job was to stop the bleeding.

You can't build a spirits brand from the off-shelf. You build it in the moment of consumption. So we took the brand directly into 40+ venues across Panama — creating Smirnoff House, a touring platform combining visibility, sampling, promotions, and genuine brand immersion. Three months. Nationally executed.

Atlas Golden Light — Brand Turnaround

Under 20% market share, no clear direction, no consumer relevance. The brand wasn't broken — it was just invisible. Nobody inside the company really cared about it.

Music wasn't a campaign idea we landed on after a workshop. It was the obvious answer once you understood the consumer. We built the brand around music and culture before that was a playbook anyone was running in Panama's beer category. We used micro-influencers before brands here knew what that meant.

Four years. One brand. Atlas Golden Fest — Panama's premier outdoor music festival, produced across three editions (2018–2020). A co-branded apparel collection with Aeropostale: five collectible pieces, three retail stores, $20K+ in sales. A first for Panama's beer market.

When the Brand Becomes the Entertainment

Panama's first in-flight concert

I saw a similar concept somewhere else and the thought was immediate: we're the market leader, we have the right partner — why not us? That question became Panama's first in-flight concert.

Joey Montana and Nacho were already part of the Atlas Golden Fest roster. I had personally built relationships with their managers through events and networking — not through a booking agency, but through trust built over time. Copa Airlines was already a partner in the Atlas ecosystem. We brought the concept, they saw the value, and we built it together.

Futuro 360

A career fair. That was the brief. Panama's Ministry of Education wanted a career fair for students. A career fair is the least interesting way to help a young person figure out what to do with their life. So we threw out the format.

Futuro 360 was Panama's first immersive vocational orientation experience — a fully sensory journey through different career worlds, combining screens, sound, spatial design, and 4D environmental storytelling. Not a booth. Not a brochure. An experience you walked through and felt. I led as Executive Producer — concept, production, sponsors, logistics, on-ground execution. Five private sector sponsors. Twenty universities.