• PRINT • DIRECTV PLUS • LEO BURNETT COLOMBIA
DirecTV MIX THEN
AS YOU WANT TO.

CUSTOMER

DirecTV Plus

AGENCY

Leo Burnett Colombia

MY ROLE

Head of Art

PRINT • DIRECTV PLUS • LEO BURNETT COLOMBIA
SILVER PRINT • NOVA
SILVER PRINT • FESTIVAL DEL SOL
BRONZE PRINT • NOVA

01 THE CHALLENGE

Communicate the freedom to customize your TV lineup without sounding technical or boring.

DirecTV Plus introduced a new feature that let users record up to 100 hours and build their own channel lineup. The challenge was to make a feature that sounded like a user manual feel engaging.

02 THE IDEA

If the product mixed things that normally don’t belong together, the creative had to do the same.

Two cultural icons from completely different worlds were brought together in a single image: Marge Simpson in American Beauty’s most iconic scene. The concept was captured in one line: “Mix them as you want to.”

03 RESULTS

Three ads. One idea.
No digital media. No activations. Just print doing all the work.
People Reached
across Colombia
+ 0 M
Increase in
DirecTV Plus Subscriptions
0 %
Increase in
Brand Recall
+ 0 +K
Increase in
Brand Recall
0 %

04 MI ROL

HEAD OF ART

COMPOSICIÓN

RETOQUE

LEO BURNETT

Mi responsabilidad fue la dirección de arte integral: la selección de la referencia cinematográfica, la integración de Marge Simpson en la escena respetando iluminación, perspectiva, escala, y el retoque final. La decisión más crítica fue el color, Marge en amarillo sobre rosas rojas saturadas crea el contraste exacto para que el personaje se lea de inmediato sin perder la atmósfera de American Beauty. Desarrollado en dupla creativa.

04 MI ROL

HEAD OF ART
PHOTO COMPOSITING
RETOUCHING
LEO BURNETT COLOMBIA

I led the art direction for the entire campaign, from selecting the cinematic reference to integrating Marge Simpson into the scene while matching lighting, perspective, scale, and final retouching. The most critical creative decision was color: placing Marge's yellow silhouette against saturated red roses created the exact contrast needed for immediate recognition while preserving the visual atmosphere of American Beauty. Developed in partnership with the copywriter.