In a country like Mexico, color isn’t a trend. It’s a heartbeat.
It’s not a choice, it’s who we are.

That’s the truth we turned into a campaign.

I led the creative direction of México es Color, a tribute to the real, everyday shades that make this country unforgettable.
We didn’t invent them. We found them. In tamal carts, quinceañeras, street altars, masked wrestlers,
and kids with cheese on their cheeks.

We took those moments, raw, emotional, ours, and matched them to the Comex catalog. Not just to sell color, but to give it back to the people it came from. And then, we named them with out color names, like you name memories:
Herencia. Chipocludo. Camino. Quesito.

Every frame of this campaign is a reminder: In Mexico, we don’t just see color, we live it.
And when you choose a color, you’re not just painting a wall. You’re daring to live your dream.

This wasn’t just a campaign. It was a love letter to the country that taught me that inspiration doesn’t come from above,
it comes from right here.

On the street. On your shirt. On your skin. In your soul.