GALE (formerly Crispin Porter Bogusky) · 2023–2025
Buchanan's Whisky
Leading global & U.S. work across the Americas
- Client
- Diageo
- Agency
- GALE (formerly Crispin Porter Bogusky)
- My Role
- Engagement Lead, Client Partner · Global & U.S. teams
The Challenge
Buchanan's, a Scotch whisky long beloved by older Latin American consumers, needed to reach a new generation — globally across Latin America and the Caribbean, and in the U.S. with a bicultural audience that is 100% American and 100% Hispanic. I sat across both the Global and U.S. brand teams, connecting two agendas into one brand story — while restarting a major global campaign that had stalled for a year and a half.
What I Did
Global — Latin America & the Caribbean
- Led the global client/agency relationship across Amsterdam, Mexico, Colombia and the Caribbean, and owned scopes of work, staffing plans and project management, and supported P&L and account profitability.
- Ran a multinational strategy sprint in Mexico City with clients from across Latin America, producing a fully integrated communications plan in two days that was adopted across global markets.
- Restarted a global campaign stalled for 18 months and moved it into production, delivering 500+ assets across TVC, social, OOH, DOOH, PR and experiential.
- Oversaw the Estamos en Familia brand refresh with Bizarrap, celebrating "chosen familias" across Latin America and the Caribbean.
U.S. — Multicultural
- Led #ComoLoDigas ("however you say it") from concept through execution with SNL's Marcello Hernández — celebrating the many ways Hispanic Americans pronounce "Buchanan's" — with ZIP-code-specific murals and bus wraps by local Latino artists in five cities, plus radio, social and a launch film.
- Led the debut of Buchanan's Green Seal, the brand's first-ever luxury whisky — shaping narrative, creative direction and go-to-market storytelling.
- Led campaign development for "Make it -ita," the social campaign launching the 375mL bottle with nearly 60 assets.
- Oversaw the Asados Unidos summer campaign with Rauw Alejandro and continued the Spirit of the 200% platform with Marcello Hernández.
- Led film development for the Give It 200% partnership with Austin FC: a fan-culture short film, a citywide takeover with branded pedicabs, and a custom pennant.
Across both teams
- Directed the FIFA World Cup 2026™ partnership launch campaign — Buchanan's debut as official North American whisky supporter — coordinating four agencies across sports, culture and lifestyle, from the Buchamión street activation with Andrés Cantor in New York to Mexico City.
- Partnered with the Chief Creative Officer and Chief Strategy Officer to land strategy, ideation and production — presenting and writing in both English and Spanish.
- Oversaw six large-scale video productions across markets, partnering with creative, media, PR and talent agencies.
In the field
Activations, up close.
Selected campaigns.
A few public highlights from two years of global and U.S. work — alongside always-on brand programs, partnerships and launches.
Estamos en Familia
The brand-refresh campaign built on "chosen familias": a hero film, OOH, digital and social, and Buchanan's-sponsored Bizarrap concerts, debuting in Mexico and rolling out across Latin America and the Caribbean.
#ComoLoDigas
Cannes Lions ShortlistOne Show MeritInstead of teaching a "right" pronunciation, Buchanan's celebrated every way Hispanic Americans say it — with ZIP-code-specific murals and OOH by local 200% artists showing each neighborhood's phonetic spelling in New York, Miami, Houston, Los Angeles and Chicago.
Give It 200% × Austin FC
Official Scotch Whisky of Austin FCAs the official Scotch whisky of Austin FC, Buchanan's celebrated the club's loud, proud 200%er fans with "Give It 200%," a short film built around local artist Marcos Morales and the tifo he creates with his community. The film ran in :30, :15 and :06 cuts on ViX and Instagram, followed by a citywide soccer takeover and a custom Buchanan's × Austin FC pennant.
FIFA World Cup 2026™ Kickoff
Official North American Whisky SupporterBuchanan's debut as the official North American whisky supporter of the FIFA World Cup 2026™, kicked off with Buchamión — a 27-foot, 16-speaker music truck inspired by Latin American pregoneros, carrying a custom goal chant from legendary broadcaster Andrés Cantor through New York City, then Mexico City and U.S. host cities, with a fan dance contest for World Cup tickets.
Green Seal
Luxury launchThe debut of Buchanan's first luxury expression: a blended Scotch "pulsing with ritmo," crafted for the 200%er's inner circle — launched with a fall rollout of social and digital content, events and Latin music and style moments, plus signature serves like the Seal the Coco and Verde Highball.
Asados Unidos
A U.S. summer campaign for Buchanan's DeLuxe and Pineapple: a four-part video series, signature cocktails, and an onstage bar during Rauw's Cosa Nuestra World Tour with after-parties across U.S. cities.
Make it -ita
A social campaign introducing Buchanan's new 375mL bottle through the Spanish diminutive "-ita" — a smaller, more accessible way to share the same connections. Nearly 60 social assets, produced with partner agency Sunday Afternoon.
Results
Cannes
Lions 2025 shortlist (Media: Cultural Engagement) and a One Show Merit Award (Out of Home: Billboards & Transit) for #ComoLoDigas, an integrated campaign I led from concept to execution
500+
final assets delivered across TVC, social, OOH, DOOH, PR and experiential after restarting a global campaign that had stalled for 18 months, expanding the scope of work
World Cup partnership launch delivered above-benchmark social and PR engagement.
Repositioned the brand at a premium tier with its first luxury expression.
#ComoLoDigas built on the brand's "Spirit of the 200%" platform — honoring a generation that is 100% American and 100% Hispanic. Rather than correct how people say the name, the campaign turned every pronunciation into a point of pride and community, city by city. Globally, the work tapped into the insight that younger audiences see family not only as something they're born into, but something they choose: their chosen familia.