From 2018 to 2023, I led the creative development of Spectrum’s Spanish-language DRTV campaigns for Internet and TV—two of the brand’s flagship services and cornerstones of its value proposition. As the second-largest provider in the U.S., Spectrum needed messaging that was fast, clear, and emotionally relevant for Hispanic households making daily tech decisions.

​

We partnered with actress and TV host Gaby Espino, a trusted voice in the Hispanic community, to anchor the campaigns. In addition, Clarissa Molina appeared in select online videos, adding fresh energy and broader audience reach. For General Market efforts, JoJo Fletcher, best known for starring in The Bachelorette, was featured in pieces targeting a broader consumer base.

Each spot focused on a timely benefit: faster speeds, more channels, better value, or a strong contrast against unreliable competitors. The message was always rooted in “Spectrum delivers”—faster internet, better entertainment, no nonsense.

​

Designed to resonate with decision-makers at home—especially moms and heads of household—the campaigns blended humor, relatable tension, and clear product messaging to drive immediate action.

​

Media Channels

TV spots, radio, online videos, social media

​

My Role
Creative Director / Concept Development / Bilingual Copywriting