María was born and raised in Barcelona, an inspiring city where ideas emerge.
She has worked for a variety of agencies including 72andSunny, Mother (Buenos Aires), Morrison, G2 and Grey for prestigious clients such as O'Neill, Killer Loop, Greenpeace, SEAT, Torres to name just a few. Having worked alongside graphic design and website teams. She has learnt how to take conceptual ideas and develop them into a workable reality. She has helped to plan strategies both above and below the line and have worked on blogs, online content, TV and radio scripts, giving her a rounded perspective of all aspects of creating copy.
She has a BA in Advertisement and Public Relations from the University of Barcelona and she loves writing, creativity and communication. She is passionate about photography, art, technology and human-computer interaction. This passion for technology and interaction drives her interest in the interactive area.
She was awarded with the Young Creative of the year to represent Spain in the Cannes Festival in 2010. Some of the projects on which she worked for were recognized and shorted in a number of categories.
Sky it's that over there. But we never look at sky. We are too busy looking at what we have in front of us or outside: a computer, a responsibility, an obstacle, the past. We forget the real world.
Look at sky is an initiative way to invite people to escape, create and imagine, it depends on what people want to see, up there, in the sky. CieloTV is the platform where people can contemplate the sky. CieloTV is a digital contemplative experience: different channels broadcasting in real time, streaming from the sky.
The Cloud Channel allows you to tag the passing cloud with the click of a button to manifest your thoughts in cloud form. Every one of these tagged clouds will be published in a photography gallery and shared with others contemplating the sky.
The Rain Channel consists of drops falling randomly on a stave. It creates music, depending on the note they land on. Your contemplative melody.
Cloud Channel App. What are you seeing? Tag your cloud.
Rain Channel App. Move the iPad and let the rain drops fall randomly. Listen.
Remember to look at sky. Day. Night.
Interactive Experience / Agency: Personal Project / Role: Concept, idea and copy
O'Neill wants to connect the brand's new positioning with a female audience, with a focus on women's performance and lifestyle collections for winter 2013.
O'Neill makes the world ride more. And progression is at the heart of riding. You try it, you do it again, then you do it forever. Because it's fun to get better, and because of the way riding makes you feel. Riding is a pure expression of yourself. When riding happens, you shine.
The idea was to install a GPS in the O'Neill jacket and pants. We connect the GPS with a smartphone app that tracks a rider's movements and their progression. The motions are tracked and send to a site where different colors and patterns represent different speeds and styles of riding. Riders are credited on the site for their rides.
The app also allows girls to check their personal rides. They can view the tricks they did, how long they rode, how fast (km/h) and the kind of path they did depending on the color of the ride. They can compare it with the rides they performed before. O'Neill will also encourage girls trough comments about the ride comparing with other rides they did before in other resorts.
Interactive Experience / Agency: 72 and Sunny / Role: Concept, idea and copy
Qué! is a free newspaper published in Spain. It writes about general information and belongs to Vocento Group. Qué! offers its content both to their print and online version. Therefore, the aim of the contest was to communicate that the online and print versions are complementary.
The insight: Information offered in the on-line version is more extended from the one offered in the print version. To represent the concept of complementation we used an image found in a newspaper's front page. And, in order to imply both versions we used a 3D effect. The claim: News in depth.
Print / Young Creatives Spain Winner 2010 / Role: Concept, idea and copy
Deforestation is a problem that needs solving. Luckily, Greenpeace is involved in some actions to stop deforestation. They wish to eradicate this problem by asking the drivers of the bulldozers to step down from their machines and they are being offered a different job. So the drivers have a new job.
But, everybody in the world is aware that Greenpeace actions are done with no profit in mind, they do it thanks to the donations received. So in order to offer these drivers a new job, they will need your help. The new job we offer to them is a Forest Rangers driving bulldozers. The user can help them scrolling to the top. STOP THE BULLDOZERS. And then a driver will be hired with your help.
Interactive Experience / Agency: MADRE Buenos Aires / Role: Concept, idea and copy / Art Director: Pauline Säll
Jean Leon is the Torres premium brand. The name pays homage to its creator, a man with a whole life of secrets. 11,250 is a site to share your secrets with Jean Leon. When you confess a secret, it turns into droplets. 11,250 droplets that are needed to fill the Jean Leon’s Special Edition.
We create an interactive experience that it’s connected with real life. We built an installation in the Torres vineyard. There, we can find the Special Edition focused on by different video camera angles reflecting different points of view. We can see how our secrets, now in droplet form, are falling into the bottle 11,250.
Interactive Experience / Agency: Morrison / Role: Concept development and copy / Awards and Recognition: TheFWA Short List
For the launch of the new Carolina Herrera’s fragrance, the 212 VIP Rosé, we created a digital campaign that will work around the world. We called everyone to participate to find the most VIP of the world.
The ambassador of the brand was Gisele Bündchen, who invite users to participate. And four of the most talented people from the up-and-coming New York VIP scene will challenge them to find the next VIP.
The winner will attend the best New York Fashion Week parties.
Interactive Experience / Agency: DDB / Role: Copy
All the things can be possible in a usual day. This is what happened on February the 9th in the Madre’s tree. It used to be a fruitless tree and the people in the agency used to ate fruit from the market. From night to the morning, the tree had fruit. For one day people ate fresh fruit from a tree, but not from an apple tree, and neither a peach tree. This is the Mother’s Multifruit Tree.
A usual day / Agency: Madre Buenos Aires
East Europe is the region where Mastercard has higher growth in sales than the rest of the continent. The heads of the company in this area of Europe wanted to show the key of their success. We travelled to Warsaw, Budapest, Istanbul and Russia to record it in a video.
Corporate video / Agency: McCann Erickson Barcelona and McCann Erickson Poland / Role: Copywriter
Introducing the New SEAT Ibiza and the New SEAT Ibiza SportCoupé. The objective was to merge the new design with beauty and the latest technology. The claim: Where beauty and technology comes together.
An app for IPhone was also proposed: an application which configurates the SEAT Ibiza as the user chooses, whenever and wherever he wants. By using mobile technology we where merging technology + beauty.
Official Website / Agency: GREY Barcelona / Role: Copywriter
The Blue Calendar is a Project that represents how different days are. It consists of a serie of video clips filmed at the same place, at the same distance, at the same hour every day framing the same image during a month. The result is a sequence of days, where you can see how different is one day from the next. Things, beliefs and situations can seem to be the same all the time. And they aren’t.
Interactive Project / Agency: Owner / Role: Idea
The brand wanted to represent the Bacardí Oakheart World, where adventures are lived and re-lived until they are burnished into legend and shared experiences grow into durable friendships. No matter how rough the ride, going THROUGH THE OAK always leaves you smoother.
We invited people to discover the Oakheart World through filmed adventures with friends. This adventures are uploaded in a site which is connected with Youtube, and all the videos will be played by spinning the Bacardí Oakheart bottle.
A Bacardí Oakheart bottle installation in bars and off premise.
Customers can interact with the bottle with the Smartphone: they have to pass it over the bottle to activate shore action videos updated by people. It will be activated with NFC technology, which connects the bottle with the phone. The phone will play the videos from Youtube, where they are updated.
After the movie is played the users will receive a message from the Oakheart bottle to go up and order Oak and Coke. By showing the message the user will get a free trial.
Pitch / Activation Campaign / Agency: 72 and Sunny / Role: Idea and Copy