Boundless | Juan's Portfolio

It's Your World

After Bold, the client asked for me on Boundless. The card needed a refresh. Gen Z and Millennials were already showing real interest in the product, and the brand needed a tone, a look and a message that spoke to them without losing the people already holding it.

My copywriter partner and I created It's Your World. I established the refreshed visual identity and led art direction as ACD across online video, paid social, out of home and banners.

The brief came with a hard limit. No new production. The campaign was rebuilt from previous shoot archives, with a small amount of stock used where a gap needed filling.

Client:

Marriott Bonvoy Boundless

Role:

Associate Creative Director
Concept Co-Creator

Hey It's You

Thirty seconds that talk you into someone slightly bolder. You surf. You dance at the party. You're suddenly outdoorsy.

Assembled entirely from existing material. Shots from different campaigns, different years and different places, cut into a film that reads as one.

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Casting From the Archive

The scripts were written in the language of the feed. Dear Algorithm, share this with people who love to travel. This is your sign to travel somewhere new.

My job was finding footage that could carry that voice. None of it was shot for it, so the work was in the selection and the cut, making a tone feel native instead of retrofitted.

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A Pool Over Times Square

A pool is the fastest way to say vacation. For a hotel card, it's also the product.

So we put one over Times Square. Everything on that block is red and moving. This is still water with a swimmer drifting through, and at that size, that high up, it reads as a pool floating above the street. The calm is the disruption.

The board wraps a building corner, so nobody sees all of it at once. We built the layout for that, mirroring the offer and the lockup on either side of the card so the message is whole from any approach. Every placement was built for its format rather than resized. The film also ran at the World Trade Center and the Oculus, with stills across Madison Square Garden and Penn Station.

Sonido Viajero

A media partnership with Remezcla. Two films following merengue musician Yasser Tejeda through the Dominican Republic and cumbia artist Vanita Leo through Mexico City, presented by the Boundless Card.

Remezcla produced the series. I was the agency lead on both productions, running pre-shoot checks with the director and production company, managing the client on set, and holding brand and product integrity through the card moments, including the call on when we had the shot. I reviewed the films and the accompanying social and editorial through to final client approval.