For Teletón 2023, Lala, one of Mexico’s most beloved dairy brands, didn’t just want to sponsor a cause.
They wanted to remind the country what we’re capable of when we come together.

I led the creative direction of this campaign, crafting a story rooted in unity, empathy, and action. Not in miracles, but in people. In the power of saying “yes, I’ll help.” In the invisible threads that connect us when a child takes their first step, or when a parent believes again.

We told that story through a film full of tenderness and strength, reminding viewers that no donation is small when it’s driven by love. The voice of Lala became the voice of millions, and together, we helped amplify a message that was bigger than any brand.

Because sometimes, the most powerful thing a company can do
is step aside, and let the people lead the story.