| CREATIVE DIRECTION & LOCAL MARKET ADAPTATIONS
Product Launch | C-Tetra Advanced – Medik8 Spain
Turn on the Bright
The global launch of C-Tetra Advanced by UK’s Medik8 required a full 360° adaptation for the Spanish market. The headquarters provided an official global toolkit with base materials and brand guidelines.
Our mission: to reinterpret that toolkit to connect with the Spanish audience, maintaining the brand’s scientific elegance while infusing a warmer, more emotional tone relevant to the local market.
My Role
A GLOBAL TOOLKIT. A NEW LOCAL CHALLENGE
As Creative Director and Project Lead, I oversaw the entire adaptation process in collaboration with the Brand Manager and design team.
My responsibilities:
Translating the global visual language into a localized creative direction.
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Overseeing design and production across all campaign materials.
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Leading art direction for OOH, digital, and on-site event experiences.
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Creating new graphic and visual assets aligned with the Spanish market tone.
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Enhancing the hero image through refined light, reflections, and warmth to amplify the product’s vitality and visual appeal.
360° Execution
A CAMPAIGN THAT SHONE IN EVERY WAY
A 360° launch strategy combining digital presence, on-site experience, and visual storytelling.
Key activations:
On-site event at WOW Concept Madrid, an immersive brand experience introducing the new serum to press, influencers, and experts.
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OOH and Vueling Airlines collaboration, carrying the campaign message “above the clouds.”
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Retail window displays across multiple Spanish cities.
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Creative mailers and visual merchandising tailored for local audiences.
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Digital adaptations for social media, e-commerce, and paid media channels.
Creative Direction
TURN UP THE BRIGHT
The starting point was the global hero image, which I reimagined for local relevance. By adjusting lighting, reflections, and color warmth, the visual gained a sense of vitality and movement, a direct reference to the serum’s luminous effect on the skin.
This refined imagery became the foundation for all creative assets, ensuring a cohesive and emotionally resonant visual language throughout the campaign.
Beyond the Launching
A MORE VISIBLE BRAND. A BRIGHTER STORY
A campaign that turned science into emotion and skin into a reflection of the brand.
This project exemplified strategic art direction and creative localization, transforming a global campaign into a visual story that truly resonated with its audience. It reinforced how design sensitivity and cultural adaptation can elevate global brand narratives while preserving their core identity.
CREATIVE ASSETS
produced and adapted
IMMERSIVE EXPERIENCE
WOW Concept Madrid
RETAIL MERCH
activated across key cities
VISUAL CONSISTENCY
across global-local materials
Art direction, creative coordination and production supervision: Itzel Aldama
In collaboration with: Medik8 Spain Brand Manager and Design Team
Global campaign: Medik8 UK