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DIRECTORA CREATIVA
Dilia Luna
As a retailer, La Sirena had projects all year-'round. From back-to-school to Mother's Day, from baseball season to Holiday season, here is a little conceptual glimpse of a few of those campaigns.
For each of them, I participated in every part of the process, from conceptualization, development, presentation and production, to generating work for POS, print, TV, radio and digital.
#THEDAYIFIRSTMETYOU
Some days are unforgettable. Like the day a mother meets her children for the first time. We brought in mothers with different stories to tell us how was that day: a mother of 11, a teenage mom, an adoptive mom, a mom of twins after 5 miscarriages, and a mom of a premature baby told us all about that day they will never forget.
THE LUCKY PENCIL
A back-to-school promo that was more like a national treasure (I grew up on those same characters and probably the same 3D renders). Every year we came up with a different concept. This one's for "Mission Learning".
THE BIANCO COLLECTION
We wanted to launch an Italian crockery line perfect for both traditional and modern kitchens. So we created a "Battle". Two cooks, two different styles, and one set that matches both. We introduced our protagonist and their styles, showcased their signature moves on the crockery and created a versus between the pieces.
THE LUXURY COLLECTION "GRANDIOSE"
Luxury Collection was a yearly promo where people use their fidelity points to participate for amazing prizes. Each year we crafted a different concept. Here, since we had more and bigger prizes than ever before, we named it Grandiose. The concept of the spot was to announce every prize in a ridiculously grandiose way: with a parade, dancing girls on top of a plane, a marching band, peacocks and all that jazz.
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