➔ Victor Monclús

“Our Hands” dramatized the love that goes into making Patrón Tequila by using the artisans’ most precious tools - their hands. The real craftsmen and craftswomen that work at the distillery were the actors and performers in the film.

The project became an homage to all things handmade: The music of Andrés ‘Dre’ Levin, the bespoke hand-stitched wardrobe from Sandra Weil, the photography from Enrique Leyva, even the type was screen printed before we added it into the different elements of the campaign.

Role - Creative Director

One of those ‘advertising is so weird’ stories:

My old partner and I came up with the thought ‘Junk Sleep’ - Bad sleep you get when you sleep in the wrong bed. The solution is to sleep in a bed that’s right for you, which you’ll find with our help at Mattress Firm.

Client loved it. Wrote a campaign. Hired Steve Ayson to direct. Got on full production mode. Then, client pulled the plug at the last second before shooting… dead. 

Or so we thought. David and other fine people at Droga never gave up on it. They kept re-presenting ‘Junk Sleep’ to the client.



So 3 years later, even though I was no longer at Droga, they managed to re-sell our idea and scripts… pretty much unchanged. And with Steve Ayson directing. Advertising is nuts, right?


I obviously feel spiritually connected to all the assets out there, but here are the launch anthem and the ‘Send Off’ - The two of the bunch that are 90% how we wrote them originally.

Role - Creative

To talk about the sponsorship of UFC, Jose Cuervo wanted to engage the fans with a bit of humor.

 Aaron Stoller did a great job with the film, getting comedy out of two fighters that are on a constant face-off during a watch party.


Role - Creative Director

For Cinco de Mayo 2021, Jose Cuervo wanted to raise awareness of those great workers that kept us fed throughout pandemic times - delivery drivers.
 We created an activation that encouraged people to tip more on their orders. If they did, Jose Cuervo would pick up the tab.

Role - Creative Director

To relaunch supplements brand, Thorne, we wanted to show people how Thorne saw the body: a frontier full of innovation and wonder.

So we created “The Frontier Within”: an immersive installation that takes a person’s biodata and turns it into a living, breathing inner portrait.

Respiratory, circulatory and brain activity were gradually introduced, layer by layer, until the viewer finally saw themselves in a whole new way.

At the end of the experience, the person could share their portrait on social as an #innerselfie.

The web experience translates the installation online nicely. Check it out and see how beautiful your inner self is.

Role - Creative Director

Suicide is the second biggest killer amongst teens in the US.

So we created "Seize The Awkward", an integrated campaign that asked teens to get past the awkwardness of asking a friend if they’re feeling down. In short, to “seize the awkward”.

Here’s the website and the instagram page. In collaboration with Facebook, we worked with over 50 artists with links to mental health to create posters around our tagline, and collaborated with dozens of influencers to drive conversation around #seizetheawkward

Role - Associate Creative Director

We created a summer campaign to encourage people to leave their cavernous winter homes, get out and enjoy the world outside… while also binging on their favorite books.

Role - Creative Director

When we were tasked with relaunching the Chase Freedom credit card, we positioned it as the card you’re ‘Always Earning’ with.

Who best to encapsulate that thought than mister hustle himself, Kevin Hart?

Role - Creative Director

We got to make this campaign which brought the “booking.yeah” idea to global audiences. These are the ads that ran in the US market.

Role - Creative / Art Director

This was the coveted Harvey Nichols Sale brief that everyone in the creative department wanted to work on. We somehow convinced the clients that a model wearing a Mathew Williamson dress with a ski mask would look fabulous.

Role - Creative / Art Director

The brief was to promote the new line of Kevin Durant’s gear at Footlocker.

We used Kevin Durant’s positioning as “The Baddest” to be a daring call to all the young ballers across the US and Europe. The ads speak to the challenger-in-waiting that will beat KD.

Role - Creative / Art Director

It was the 35th anniversary of the Golf GTi. So, of course, we sent a team back in time to congratulate the original engineers who started it all.

We held a live event where 35 selected journalists and car enthusiasts believed they were attending a standard car unveiling.

Instead we made the Golf GTi disappear before their very eyes - and reappear on screen.

Via live feed the audience witnessed the moment when our time travelers met the original Volkswagen engineers.

Over a three-week period, we seeded classic Youtube videos with our time-travelers dropped into them, putting them in the room, or the crowd, or the background of some of the major milestones in the GTi’s 35 years.

Role - Creative / Art Director

Nike wanted to talk about their roster of European basketball players at the beginning of the basketball season.

We made these images that could look cool as posters that kids could hang up on the wall.

Role - Creative / Art Director

Volkswagen’s support of independent cinema allowed us to have a lot of fun in various briefs. My favorite project is this one, where we created a Highway Code with a film spin.

We left the booklets throughout independent cinemas all over London.

Role - Creative / Art Director

Our idea won the pitch that brought Qatar Airways to 180 Amsterdam.

The brief was to launch the partnership of Qatar Airways and FC Barcelona. We brought to life “The Land of FC Barcelona”, with lots of little details weaved into the story for all the fans to enjoy.

Role - Creative / Art Director

We made a little Christmas tale with chocolate and quirkiness for Milka in Germany. Directed by Monsieur Jean-Pierre Jeunet of the Amelie fame himself.

Role - Creative / Art Director

Zenit, Saint Petersburg's football club, had just won their fifth Russian football league title. And in Russia five titles give you a star on your badge. The brief was your average ‘we won’ tactical social post. Our idea: The Tsars are back in power with the tagline “Reign Supreme”

We created a XIXth century-style image with the players showing their new regal status. The internet talked quite a bit about it, so Nike and the team used the concept to launch the new kit at the Nike Town in St Pete's.

Role - Creative / Art Director

How do you make a Marmite-flavored cereal bar seem like a good idea?

We advertised a range of yeast-extract-based products which were even more ridiculous.

The posters on the left went up for a couple of weeks before we revealed the hoax.

Role - Creative / Art Director

One of my first briefs as a junior creative was to relaunch the Financial Times with this iconic poster campaign.

Role - Creative / Art Director