Remy Martin | Campaign for Culture & Connection

Rémy Martin sought to authentically connect with Latinx communities during Latinx Heritage Month by honoring sobremesa—the cultural tradition of lingering at the table after a meal. This wasn't a product push; it was about preserving cultural rituals and building genuine human connection. The challenge: create a campaign concept that felt respectful, authentic, and aligned with Rémy Martin's values while celebrating a tradition deeply rooted in Latinx culture.

As lead designer, I shaped the creative foundation from the ground up—defining visual direction, translating cultural insights into compelling storytelling, and going directly to the source. Rather than rely solely on secondary research, I connected with colleagues within the Latinx community to learn firsthand what sobremesa actually means to those who live it. I built a visual system rooted in warmth and intimacy, structured the pitch deck to tell an emotionally resonant story, and ensured authentic voices were centered throughout the creative process.