Art direction for Motion Graphics
Motion Art Direction & Visual Storytelling
I have had the opportunity to collaborate with highly diverse teams, including talented motion designers, screenwriters, creatives, post-production specialists, on-camera talent, voice-over artists, engineers, and even music producers. One of the parts I enjoy most about creative direction is finding the right synergy between different talents and helping each discipline contribute to a stronger final result.
Here is a small selection of projects where I led or contributed to motion art direction, storytelling, visual systems, and multidisciplinary creative execution.
TV Azteca 2020
Brand Communication System for TV Azteca
Visión 20·20 was created to communicate a new chapter for TV Azteca while establishing a flexible visual communication system capable of operating consistently across a large organization with multiple locations, regional franchises, and independent creative teams.
The challenge was to create a system that could adapt across different formats, environments, and audiences without losing brand recognition. It needed to work across corporate screens, internal digital communications, printed materials, events, on-site experiences, and large-scale environmental applications.
A key part of the project was implementing the campaign messages across multiple formats beyond print. This included adapting the main messages into vertical formats, horizontal screen applications, and weekly communication pieces aligned with the broader campaign themes.
The process involved more than visual design. It required identifying message categories, organizing the communication flow, coordinating with motion graphics and voice-over teams, supervising implementation, and maintaining consistency throughout the different stages of the campaign.
My role
My mission was to help create and implement a coherent visual and messaging system that could remain consistent across months of campaign activity and across many different touchpoints. I worked closely with the motion graphics, voice-over, and production teams to ensure that each piece aligned with the campaign’s strategic direction, visual language, and communication hierarchy.
The result was a flexible yet recognizable system that helped unify the campaign across print, digital, audiovisual, and on-site applications.
AUDIENCY: Creative and Tech Powerhouse
Audiency is a creative agency that needed motion pieces with speed, energy, and a look and feel aligned with its bold, playful, agile, and elegant brand identity.
The agency already had a visually strong brand universe, so the challenge was to translate that energy into motion while maintaining consistency, rhythm, and clarity. Working closely with the motion graphics team, we were able to exceed expectations and create pieces that reflected the creative and technological solutions the agency is capable of delivering.
Zoombers Math with Games
Zoombers is an educational videogame platform designed to make math learning more fun, exciting, and friendly for students.
We created a wide range of infographic and motion materials in both English and Spanish to explain the platform, its concept, its results, and its educational value, while also showcasing the illustration style, characters, environments, and playful identity of the brand.
For several years, I directed the motion graphics and illustration teams to create content that was dynamic, visually engaging, and clear from the script stage through final production. This included working on scripts, visual storytelling, illustration direction, music briefs, sound atmospheres, and post-production.
I also collaborated with professional musicians to develop music and sound direction not only for videos, but also for the videogames and learning environments we designed.
La Era de las Definiciones - TV Azteca
This project was developed as part of a series of special television proposals. A complete visual system was created for its presentation, including an executive brochure, editorial materials, premium presentation packaging, key visuals, photographic treatments, and graphic assets for post-production and motion design.
The visual direction relied on dramatic portrait photography, a dark palette, and an editorial composition system built around framing devices, fine lines, typography, and graphic markers that reinforced the concepts of analysis, precision, and definition.
Each portrait received a dedicated photographic treatment to ensure consistency, depth, and the appropriate level of visual tension for the program’s sociopolitical subject matter.
The system was also extended into audiovisual applications, working closely with the post-production team so that openers, transitions, on-screen graphics, and printed materials shared the same visual language.
My role
My mission was to create a unified visual identity across print and digital applications, bringing seriousness, visual tension, and dramatic depth to the political themes and context of the program. I worked closely with the motion graphics and post-production teams to ensure visual consistency across all formats.
MATTEL SLA
Internal Communication for Employee Value Proposition and Corporate Culture
Corporate communication campaign developed for Mattel SLA — Spanish Latin America — to reinforce the company’s employee value proposition, culture, and the value of its collaborators.
The challenge was to follow Mattel’s brand identity and essence in a detailed and consistent way, preserving its playful and colorful spirit while keeping the focus on the key corporate message.
This project required close collaboration with the screenwriter, internal communication and employer branding specialists, and the motion graphics team to create a piece that felt aligned with the brand, engaging for employees, and clear in its communication goals.
ATIJ: Childhood Support in Justice Processes
ATIJ is an organization focused on supporting children and adolescents who have experienced child abuse during justice-related processes.
For this project, I worked on the design, storytelling, visual concept, narrative structure, illustration direction, storyboard, and motion art direction. It was one of the most sensitive and complex subjects I have worked on, and the challenge was to communicate a serious and painful topic in a way that felt approachable, careful, and emotionally respectful.
My role
My mission was to work closely with the psychologists to clearly understand what they needed to communicate, the right tone, the audience they needed to reach, and how to tell a strong story through friendly visuals without losing the seriousness of the subject.
After developing the brief with them, I collaborated closely with the screenwriter and music producer, created the storyboard, and directed the visual approach for the motion graphics.
PARA TI - Financiamiento
For this project, in addition to branding and creative direction, I worked closely with the screenwriter, motion designer, and voice-over team to communicate a challenging topic: loans and financing.
The goal was to make the subject feel simple, practical, and easy to understand for a broad audience. We developed a visual and narrative approach that was agile, clean, serious, and accessible, helping translate financial information into a clearer and more approachable communication piece.
Zoombers Math Tournament
For several years, Zoombers hosted an International Mental Math Tournament for K12 students.
Within an educational context, it was important to communicate the excitement, energy, and experience generated by the tournament. The visual narrative combined real classroom footage with students actively using the platform. Even though the atmosphere often looked like recess or a celebration, students were actually practicing mental math and strengthening their STEM skills.
The creative challenge was to contrast the traditional idea of a math class with our own perspective: a more dynamic, engaging, and emotionally positive learning experience.
My role focused on creative and art direction, helping reflect the classroom experience in a didactic, exciting, and visually clear way.