TV AZTECA / FRIENDSHIP BENCH / Valentine's

Creative Direction · Experiential Design · Campaign Concept · Art Direction · Activation

A simple physical interaction turned a seasonal internal campaign into an organic, collaborative experience that expanded from corporate activation to national broadcast.

The Challenge

Create a Valentine’s Day campaign that could cut through one of the most saturated and predictable communication moments of the year.

Rather than relying on the usual visual clichés around love and friendship, the goal was to create an experience that people would genuinely want to approach, understand and participate in while strengthening team integration and generating spontaneous interaction across TV Azteca’s community.

The activation needed to feel playful and accessible without becoming overly sentimental or promotional.

The Idea

What if sitting down required someone else?

I proposed turning a familiar everyday object into the central interaction mechanic: a real wooden bench intentionally designed without conventional balance.

The bench could not properly support a person sitting alone. To remain stable, several people had to sit together and find the right collective balance.

That simple physical constraint transformed the object into a social experience.

Instead of simply talking about friendship and collaboration, the activation made people physically experience them.

Groups of friends and coworkers were invited to compete, collaborate and discover how many people could balance on the bench together.

Context & Scale

The activation initially launched as an internal Valentine’s Day campaign at TV Azteca’s Ajusco facilities and other corporate locations.

The response exceeded expectations.

What began as a relatively small corporate activation quickly generated long lines of participants, spontaneous group challenges, laughter and considerable organic engagement throughout the facilities.

Its popularity attracted the attention of production teams, and the concept expanded beyond its original internal-communications scope into programs with studio audiences and live television coverage.

The activation eventually reached additional TV Azteca locations and gained national broadcast exposure.

A campaign originally designed for one corporate celebration evolved into a much larger shared experience.

My Role

Original concept and end-to-end creative direction.

I developed the campaign from its initial idea through execution, including:

* Original experiential concept and interaction mechanic

* Creative direction and campaign narrative

* Copywriting and communication strategy

* Visual identity and campaign assets

* Concept sketches and bench design direction

* Briefing and coordination with production and carpentry teams

* Printed and digital communication materials

* Internal campaign communications

* On-site experience design and implementation

* Promotional video coordination

* Collaboration with multiple internal departments

* Follow-through as the activation expanded into television production

This project involved designing not only the communication around the campaign, but the behavior and experience itself.

Impact

The concept transformed a normally passive corporate campaign into a participatory experience.

It generated unexpectedly high employee engagement, continuous participation and organic word-of-mouth across the organization.

Its success allowed the idea to move from an internal activation into TV Azteca productions and national television exposure.