NIKE

Co-led the creative direction and cultural framework for a full-scale partnership with Nike, working alongside Mexican and Indigenous creators to build the project from the inside out. The approach was rooted in authorship and lived experience, with community driving the vision rather than serving as a reference.

Challenge

The brief called for an authentic Mexican story with global resonance. At its core was Mictlán, an Indigenous cosmology rarely explored within contemporary brand storytelling. The challenge was to translate this into a modern narrative without losing its depth, meaning, or cultural integrity.

Solution

We developed a co-creation model that positioned collaborators as authors of their own stories. Instead of filtering culture through a brand perspective, the approach allowed each voice to come with clarity and intention. This shifted the campaign away from familiar or performative representations and toward something more honest and expansive.

Through immersive design and a storytelling approach grounded in continuity, the story connected past, present, and future. It created space for both tradition and innovation to c0-exist, resulting in a narrative that felt culturally grounded while reaching a global audience.