Tore del Pozo

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Brand: Nativo — Creative agency based in Mexico City

Date: 2026

Objective: Build a centralized system that brings structure, clarity, collaboration, and AI integration into everyday creative operations, helping teams work smarter without sacrificing the quality of their ideas.

Role: Creative Director — initiative development, operational strategy, workflow design, AI integration, and team leadership.

Leading a creative team across multiple brands means balancing a lot more than ideas. Different processes, deadlines, responsibilities, approvals, and ways of working can quickly turn into unnecessary friction.

I wanted to change that. Not by adding more meetings or another spreadsheet, but by building something that actually made everyone's job easier.

That's how Creative Hub U1 came to life: an internal platform designed to connect the people, processes, and tools behind our work.

From brand-specific workflows and interactive timelines to approval processes and clearly defined responsibilities, I created a centralized space where the team could understand not just what needed to happen, but how, when, and who was responsible for making it happen.

But I also wanted it to be a place where creativity could grow. So we built Inspo Hub, a shared inspiration board where anyone on the team can add creative projects worth sharing, turning individual discoveries into collective inspiration.

AI became another important part of that system. Through our Electric Sheep workflows, we integrated brand-trained GPTs and AI tools into research, ideation, content development, and visual exploration. Not to replace creative thinking, but to give the team more room for it.

The challenge wasn't simply introducing new technology. It was making sure it had a clear purpose within our process, with human judgment, collaboration, and creative direction remaining at the center.

What started as an initiative to organize the way we worked became something bigger: a shared framework for how we approach ideas, exchange inspiration, collaborate across disciplines, and move from a brief to the final execution.

The principle was simple: better systems make more room for better ideas.

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Brand: DiDi Finanzas — DiDi Card, DiDi Paga Después, DiDi Préstamos and DiDi Cuenta.

Date: 2026

Objective: Rethink how DiDi's financial products show up on social media, building a more human, culturally relevant visual language without losing the brand's identity.

Role: Creative Director — Creative strategy, visual & art direction, character evolution, and AI-assisted production.

DiDi Finanzas wasn't lacking brand recognition. Orange backgrounds, product shots, bold promotions. You could recognize a post almost immediately. The problem was that after a while, everything started looking the same.

We didn't need to reinvent the brand. We needed to rethink how it showed up in people's feeds.

Building on our Bank on Culture approach, I led the development of a new visual direction across four financial products. Less studio-perfect advertising, more everyday Mexico. Real places, relatable people, and scenes that felt lived in. Instead of making brand colors dominate every image, we started using them more intentionally, through clothing, objects, environments, and small details.

Each product developed its own personality while still feeling part of the same family.

For DiDi Préstamos, we took an existing brand character and gave it more life. The furry stress monster evolved into three different sizes, each representing a different level of financial stress. From everyday inconveniences to those moments when everything feels a little overwhelming, the monster could now become part of different stories. We also developed an AI-assisted character system to maintain its appearance and personality consistently across scenarios.

And when DiDi Cuenta joined the mix, we were able to extend that same thinking into a new product without starting from scratch.

What came out of it wasn't a new logo or a complete rebrand. It was a more flexible way for four financial products to show up, connect with people, and feel like they belonged in the conversations happening around them.

The idea was simple: make the brand feel like part of people's lives, not another ad interrupting them.

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Brand: Grupo La Costeña — one of Mexico’s leading food and CPG groups

Date: 2025–2026

Objective: Prove that always-on content can move at the speed of culture without losing strategy, craft, or a clear brand point of view.

Role: Creative Director — creative strategy, ideation, team leadership, and audiovisual direction across production and post-production.

I led always-on content across a multi-brand portfolio, combining real-time cultural thinking with AI-assisted workflows to help the team move faster without losing craft or brand consistency.

From trend-driven social posts to custom AI content systems, I shaped the process from concept to final execution — guiding ideas, defining workflows, and making sure the work never felt automated or generic.

Some of the strongest proof came when the work moved beyond our own channels. Real-time pieces were picked up organically by industry publications including Merca 2.0 and Mercado Negro, while Thalía shared one of the pieces to her own Instagram Stories — all without paid amplification.

The audience response was organic too: individual posts generated up to 21.6K likes, 999 comments and 759 shares, while another reached 15K likes and 1.1K shares.

Across the portfolio, the approach helped grow Instagram reach by 31%–211%, pushed engagement as high as 6.7%, supported more than 120% growth in site traffic, and helped maintain a client NPS average of 8.51.

The principle was simple: speed should expand creativity, not flatten it.

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Brand: Farmacias YZA — one of Mexico's leading pharmacy chains

Date: 2026

Objective: Make safe sex part of the Valentine's Day conversation in a way that felt natural, relevant, and actually worth watching.

Role: Creative Director — creative strategy, concept development, team leadership, and direction of influencer-led content.

Valentine's Day is full of people getting ready for dates. Picking outfits, doing their makeup, planning the perfect night. But when brands talk about protection, the conversation suddenly becomes clinical, awkward, or just plain boring.

The problem wasn't that people didn't want to talk about sex. It was that sexual wellness communication hadn't caught up with the way people actually talk about it.

So we took one of social media's most recognizable formats, Get Ready With Me (GRWM), and gave it a twist: Get Safe With Me (GSWM).

Working with six content creators, we turned getting ready for a date into an opportunity to talk about protection without making it feel like a health class. Each creator received a YZA kit with condoms, lubricant, and a few date-night essentials, then made the idea their own.

No lectures. No forced conversations. Just creator-led content that made sexual wellness feel like a natural part of the routine.

And people responded.

The campaign generated 2.68 million views against an initial goal of 75,000. On TikTok, it achieved a 14.7% engagement rate, 145% above the Mexican benchmark, while Instagram views exceeded their KPI by 3,489%.

The principle was simple: Safe sex was never the buzzkill. The way brands talked about it was.

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Brand: LEGO®

Date: 2025

Objective: To adapt LEGO’s global campaigns to participation-based promotions for Mexico and Latin America, driving traffic to owned channels and increasing participation across the region.

Role: Creative Director — creative adaptation, regional ideation, and content direction.

Rather than simply translating global assets, we made the campaigns feel culturally relevant to each market. I led the creative direction across the regional adaptations, identifying where the global idea needed to be reframed, rewritten, or expanded so it connected naturally with audiences in Mexico and LATAM.

The result was content that stayed true to LEGO’s global identity while feeling built for the region—helping drive stronger traffic to owned channels and increased participation in the promotions.

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Brand: Chobani

Date: 2025–2026

Objective: To strengthen Chobani’s digital presence across social media and e-commerce, maintaining the brand’s high standard of craft while turning existing brand love into deeper community engagement.

Role: Creative Director — creative strategy, content direction, and design oversight across social and e-commerce.

I led the creative direction for Chobani’s social media and e-commerce content, balancing polished design craft with a more human, community-driven approach.

Beyond creating visually consistent work, we looked for opportunities to join conversations, respond to culture, and give people more reasons to interact with a brand they already loved. Across every touchpoint, the goal was to protect Chobani’s message of Good Food For All while making its digital presence feel warmer, more relevant, and built for connection.

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Brand: Paper Mate, Sharpie & Prismacolor — Newell Brands

Date: 2026

Objective: Turn the Back to School shopping season into something more engaging than another purchase-and-win promotion, using play to connect brand engagement with purchase.

Role: Creative Director — original concept, creative direction, and oversight of game development and campaign execution across digital, social, and retail.

What if getting ready for school was a game in itself?

Instead of building another traditional Back to School promotion, I came up with a concept that turned the shopping experience into an interactive mission: help Saúl, our owl protagonist, make it to school.

The idea was simple. Buy participating products, register your receipt, and unlock a game where your skills could take you closer to winning real prizes.

I led the creative direction from the original idea through execution, overseeing the development of the game experience and how the concept translated across social media, paid campaigns, and in-store materials.

The challenge wasn't just making a game. It was making sure every touchpoint worked together, connecting a physical purchase to a digital experience that gave people a reason to come back and play again.

Over seven weeks, the campaign brought 4.59 million users to the platform, generating 5.47 million sessions and 3,843 participations, with 2,453 validated purchase receipts.

The promotion also delivered all 373 available prizes, from digital rewards and smartphones to an all-inclusive family vacation.

The idea was simple: make the Back to School shopping experience something people could play, not just a promotion they could enter.

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Brand: Charter

Date: 2022

Objective: Introduce our new affordable luggage brand CHARTER. Showcase the unique design while not losing the traveling nature of the product.

Role: Creative concept and ideation. Audiovisual direction during production and post-production.

As the creative lead for the launch of the new brand CHARTER, we aimed to maintain the traveling spirit of the brand but present it in a captivating way the industry hadn't seen before. My responsibilities included developing the creative concept and plot for each video, and providing creative direction during both production and post-production. The result was a fresh and engaging campaign that truly stood out.

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Brand: Luuna

Date: 2022

Objective: Brand awareness. Take ownership of better mornings in the mattress industry.

Role: Ideation and audiovisual direction during production and post production.

For our "Una Mañana Linda" campaign, we decided to put a new spin on a beloved José José song. Instead of focusing on nights like everyone else, we wanted to highlight the magic of mornings. This project was all about showing how getting great sleep can transform your mornings into something special. With the beautiful tunes of Denise Gutierrez (lead singer of Hello Seahorse), we captured the vibe of waking up refreshed and ready to make the most of the day.

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Brand: Mappa

Date: 2024

Objective: Revamp of onsite content. Drive traffic and client retention.

Role: Creative lead. Ideation and audiovisual direction during production and post production.

As the audiovisual creative lead, I guided the content for the website redesign to blend a techy edge with captivating visuals. I ensured that the team’s execution stayed true to the brand’s vision and met stakeholders’ expectations. The final result? A visually striking site that not only perfectly aligns with our brand and vision but also drives more traffic to the site and retains customers, increasing the chances of completing sales.

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Brand: Luuna, Nooz

Date: 2024

Objective: (visually impactful)Showcase our mattresses to detail, as well as in lifestyle setting tailored to our different target audiences.

Role: Creative direction, brand alignment.

As the creative lead of our audiovisual team, we prioritized innovative art direction to elevate our mattress product launches. Embracing hyperrealism 3D, we crafted visually stunning content ranging from crisp white background shots to immersive lifestyle photography in diverse bedroom settings, tailored perfectly to our target audience. As a bonus, this artistic approach also optimized our budget, delivering cost-effective yet breathtaking visuals that showcased our products.

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Brand: Luuna

Date: 2024

Objective: Visual representation of foam benefits for onsite and expo presentations.

Role: Creative lead, co-conceptualize 3D journey, brand alignment

As the creative lead, I guided the 3D visual journey to showcase the unique benefits of our mattress foams, ensuring the final product is aligned with the brand essence. Each layer—memory foam, high-density foam, and open cell foam—was highlighted to emphasize comfort, support, and breathability. This project showed off our mattresses in a cool new way, making you feel the difference each layer provides.

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Brand: Mappa

Date: 2024

Objective: Product launch. Introduce the new line of bags and showcase their versatility.

Role: Creative lead, photographer. Co-ideation and audiovisual direction during production and post production.

Leading the team for the Mappa Adventure launch, we created content for a versatile new catalog of bags that can be used as a backpack, duffle bag, or carry-on. We aimed to capture the spirit of adventure, balancing the excitement of the great outdoors with the hustle and bustle of city life. Inspired by the latest audiovisual trends, we used fast-paced editing to make the content perfect for digital channels. The result was dynamic and engaging, showcasing the bags' adaptability and appeal for every adventurer.

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Brand: Luuna

Date: 2024

Objective: Visual representation of cooling technology for expo presentations and onsite.

Role: Creative lead, co-conceptualize 3D journey, brand alignment

As the creative lead, my role was to keep things true to our brand while blending perfectly with our 3D foam explorations. We took a deep dive into 3D to highlight the cooling tech in our new mattress line. The aim was to glorify each feature to help explain how they work together to keep your mattress a cool 2 degrees lower.

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Brand: Nativ

Date: 2022

Objective: Introduce our new activewear and yoga essentials brand. Showcasing the design and functionality of the catalog.

Role: Co-conceptualization. Art direction and audiovisual direction during production and post production.

As the Creative Lead for the launch of Nativ, a new activewear and yoga essentials brand, I played a key role in shaping the brand's identity and bringing the concept to life. My involvement began with the conceptualization phase, where I drew inspiration from the home workout trends that surged during the pandemic. This period highlighted the importance of creating a space for both physical activity and mental wellness, which became central to Nativ's brand ethos.

I worked to ensure that the communication was both modern and traditional, with a focus on showcasing the products in a detailed and engaging manner. The visuals and messaging were crafted to resonate with the peace of mind and balance that yoga and a healthy lifestyle can provide. This approach helped to position Nativ not just as a brand, but as a lifestyle choice that supports overall well-being.

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Brand: Luuna

Date: 2021

Objective: Brand awareness and introducing new brand ambassador

Role: Creative Lead, scriptwriting, copy, audiovisual direction

Led the creative direction for Despierta Mejor, a national TV and digital campaign featuring the brand's first celebrity ambassador, Ana Brenda Contreras. From ideation to execution, I developed the concept of "having better mornings" to align with the brand’s message. Wrote the voiceover script, oversaw the audiovisual direction during production, and provided art direction to ensure visual consistency and impactful storytelling across all platforms. This campaign connected with a wide audience by emphasizing the value of a refreshed, energized start to the day.

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Brand: Mappa

Date: 2021

Objective: Introduce our new luggage brand MAPPA (post pandemic). Showcase the design and brand in a fashion film approach.

Role: Co-conceptualization. Copy/script for voice over and audiovisual direction during production and post-production.

As a creative for the MAPPA brand launch, we drew inspiration from fashion films to evoke that feeling of rediscovering the world post-pandemic. My role involved help develop the creative concept rooted in the brand's essence, crafting the script for the voice-over, and coordinating with a third-party production house. The result was a captivating campaign that brought MAPPA's adventurous spirit to life.

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Brand: Luuna

Date: 2024

Objective: Create clear, engaging content that guides customers step-by-step through the setup process of new products, ensuring a smooth and confident user experience.

Role: Creative direction, brand alignment.

For this project, our goal was to simplify the setup process so much that we didn’t even need text to accompany the video—just clean, easy-to-follow visuals. We wanted the content to not only be functional but also look great, aligning with the brand's aesthetics and guidelines. As Creative Director, I made sure the brand's voice was clear throughout, led the audiovisual production and post-production, and oversaw the art direction and narrative to keep everything on-brand.

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Brand: Luuna

Date: 2024

Objective: Brand awareness and conversion during Hot Sale. Communicate retail presence across the country.

Role: Creative lead. Ideation and creative direction.

I led the team in crafting content that highlighted our commitment to quality control and our mission to produce the best mattress. We also showcased our extensive network of over 100 stores across Mexico. Our hero video, created for Amazon Prime’s new streaming plan, was a major hit—backed by a 1.7 million pesos ad investment. It garnered 7.3 million impressions, a VCR of 95.9%, a frequency of 1.51, and a DPVR of 0.93% (+9x vs Benchmark), and reach of 4.8 million people—all in the first 3 months. The content effectively communicated our brand’s dedication and wide reach while engaging viewers with impressive metrics.

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Brand: Luuna

Date: 2023

Objective: Product launch. Showcase its features and why is the ideal mattress for couples.

Role: Creative lead. Ideation and audiovisual direction during production and post-production.

Leading the team for this launch, we crafted content for a mattress that lets you customize your side to be as firm or soft as you like, putting an end to the classic debate between partners. We drew inspiration from car reveal videos for a high-energy approach and used 3D hyperrealism to craft lifestyle images that really pop. The result was dynamic, engaging content that perfectly showcased the mattress’s unique features while blending seamlessly with our brand’s overall look.

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Brand: Mappa

Date: 2024

Objective: Product launch. Introduce the new luggage by giving it its own personality.

Role: Creative lead. Ideation and audiovisual direction during production and post production.

Leading the team for our new product launch, I oversaw the creation of content that highlighted the product’s unique personality in everyday city life. I made sure the visuals were not only aligned with our communication strategy but also kept to the highest quality standards. Plus, I ensured that everything blended seamlessly with our other products on the website, delivering a cohesive and engaging brand experience.

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Brand: Nooz

Date: 2023

Objective: Introduce our new product, a compact sofa. Targeted for younger ones moving on their own for the first time.

Role: Creative concept and audiovisual direction during production and post-production.

As the creative lead for the launch of our new compact sofa, I aimed to make our digital content dynamic and eye-catching. We showcased both colors from the catalog, making sure they stood out. My responsibilities included coming up with the creative concept and directing the production. The result? A visually engaging campaign.

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Brand: Bitbits

Date: 2017

Objective: Introduce a new crunchy snack, to the US market, aiming to shake up the snack industry.

Role: Copywriter. Write scripts and dialogue, create art for social media. Brand narrative and overall storytelling.

In May 2017, we brought BITBITS, a new crunchy snack, to the US market, aiming to shake up the snack industry alongside M&Ms, Reese’s Pieces, and others. As Head Copywriter, I was deeply involved in the conceptualization of the brand, crafting scripts for each video, and contributing to the art direction for social media.

Miguel Cabrera, the Detroit Tigers' Triple Crown recipient, was a key partner at Miggy Foods, which inspired us to position BITBITS as a true American alternative. We kicked off with a teaser campaign in Detroit, Michigan, followed by the official launch on Opening Day at Comerica Park, complete with national TV coverage. The launch was amplified by an on-site activation at the stadium, complemented by a robust social media and OOH campaign around the area. This strategic rollout made a strong impression in the Midwest, generating the buzz needed to successfully introduce BITBITS to South Florida with a big, crunchy story.

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Brand: A.B.T. All ‘bout Trees LLC

Date: 2011

Objective: Brand awareness and conversion during Hot Sale. Communicate retail presence across the country.

Role: Co-founder, marketing and creative direction

As a Co-founder of A.B.T All 'bout Trees LLC, I played a pivotal role in establishing an eco-conscious clothing brand (before it was trendy and the norm) dedicated to sustainable fashion. Our mission focused on utilizing organic and recycled materials, proudly manufactured in California.

My responsibilities included leading the development of the brand's identity and driving comprehensive marketing strategies across digital platforms and social media. I directed sales operations, implementing a mobile store concept that effectively promoted our brand in various markets. Through innovative initiatives, I showcased our commitment to sustainability and environmental responsibility, ensuring our message resonated with conscious consumers.

This experience reinforced my passion for merging creativity with a purpose, highlighting the impact of ethical practices in the fashion industry.