TV AZTECA / Campaign - Somos Actores

Talent Branding & National Advertising Campaign

The Challenge

A cohesive national campaign that transformed individual talent portraits into a recognizable branded system, strengthening TV Azteca’s personalities while maintaining a consistent network identity across multiple physical and digital touchpoints. Create a distinctive advertising campaign to strengthen the public image and recognition of TV Azteca’s leading talent beyond the individual programs they represented.

The campaign needed to work consistently across a wide range of formats, from billboards and lightboxes to branded vehicles, BTL materials, merchandise and internal and external communication while keeping each personality at the center of the visual narrative.

Context & Scale Somos Actores was developed as a national talent-positioning campaign featuring some of TV Azteca’s most recognized actors, hosts and on-screen personalities.

Rather than promoting a specific television show, the campaign focused on the talent itself, reinforcing their connection with the network through a unified visual system and the statement “Somos Actores.”

The project involved the complete development of each key visual, beginning with dedicated photo shoots and continuing through image selection, retouching, compositing and final art direction.

The master campaign was produced from TV Azteca’s central team at Ajusco and later distributed across regional stations, ensuring visual consistency throughout multiple applications and markets nationwide.

My Role Art Direction · Photography Direction · Visual Design · Photo Retouching · Campaign Adaptation

I worked across the complete visual production process, from directing and coordinating photo shoots with talent and photographers to developing the final campaign look and adapting each master visual to different communication formats.

My responsibilities included:

* Art direction and visual concept development

* Photography direction and collaboration with talent and photographers

* Detailed photo retouching and compositing

* Development of individual key visuals for each personality

* Design of master campaign assets

* Adaptation for billboards, lightboxes, vehicles, BTL, merchandise and digital media

* Preparation of production-ready graphics

* Visual standards for rollout across regional TV Azteca teams