LUIS VÁSQUEZ - more christmas for your money

es para mí

For the launch of the first-ever bicultural campaign for H-E-B, we had to make it mean more, which led to our idea unlock. H-E-B isn't just a store. It’s where you feel at home. It’s where you discover new products that you feel were made specifically for you. This is Life with H-E-B.

refacing the future

AI is shaping how we see the world but it's doing it through a biased lens. Refacing the Future is an industry-wide push to rebuild the datasets AI learns from by centering inclusion. We partnered with pocstock, global agencies such as Innocean, fcb, David & Goliath, and photographers to create over 110,000 culturally authentic images representing communities often excluded from AI—making those assets available to companies like Google, Adobe, and OpenAI. The goal: make inclusion the default, not the exception. Check out the case study below.

red card, right call

Most soccer ads follow the same playbook: hire a star or lean on the sport. With a tight budget, we went another way—building a campaign around the red card. In fútbol, it means someone crossed the line. At H-E-B, it means someone saved the party. We turned the game’s biggest foul into something worth cheering for. The only red card that makes everything better.

invisible man

Halloween: a unique event in any family's social calendar where adults are free to dress up and behave like children. On the other hand, carte blanche is given to kids to dress up and let their imaginations go crazy. In this charming Halloween tale, we follow a young boy's journey to help out a friend.

unplanification

U.S. older adults aged 65-80 are a testament to resilience. But their grit and experiences lead them to undervalue the importance of preparation. We needed something that would grab their attention. And so we created our campaign "Un-planification," which explains the result of procrastination and lack of planning. It encourages older adults to take proactive steps to stay safe from the unexpected forces of nature and rewrite their stories so they have better ones to tell.

be a hero

We created this print campaign in response to the COVID vaccines, aiming to communicate that getting vaccinated is more than just a personal choice—it’s a selfless act. By getting vaccinated, you’re not just keeping yourself safe, you’re helping everyone else too. This way, we can all get back to what we love most.

we want more

Christmas is a season of multiple gatherings, not just one single dinner for Latinos. And each one is just as special as the last.

not just any beer

What man wouldn't use his guile, wit, and charm to dance away a great tasting Miller Lite from a beautiful woman?

some things come with age

Many Latinos view disabilities as a normal part of aging and may miss early Alzheimer’s symptoms, losing the chance for early diagnosis and better patient outcomes. The "Some Things Come with Age, Some Others Don’t" campaign encourages Hispanic caregivers to seek prompt medical evaluations for any signs of cognitive decline in their relatives.

come together

Hispanics are not a monolith. We each take immense pride in our distinct heritages and the places we call home. A unifying beat that brought Latinos together in a World Cup spot, celebrating our vibrant and distinct ways of standing out.