a r t i s t s

Sony Music latin - anuel aa, Gaby Music & Chris Jedi - Music video “Duro”

When Anuel AA needed a music video to reflect his evolution, I stepped in as the only copywriter in a team of visual directors that I still admire, to this day.

Out of a whirlwind of bold ideas, my concept—a layered take on duality—was picked by Anuel and his team to anchor the project. Grounding vs. transformation, simplicity vs. excess, and (yes) sheep—it was all about contrasts. From concept to execution, the team & worked on every detail to resonate with the artist’s vision, creating a video that still lingers long after the final frame.

CONCEPT: Ana Rivera CREATIVE DIRECTOR: Hugo Reyes  ACD: Jorge Ayllón

One World Music - Myke towers’ album launch - Ea$y.Money.baby

In January 2020, we developed a 360 creative campaign for the release of Myke Towers’ first album, EA$Y.MONEY.BABY. 

It was all about strategy. So, billboards, merch & digital media were the way to go. Instagram & TikTok also played a very important role in the promotion of this launch, especially when social media freestyle challenges are included. Fans quickly began to engage by uploading their own freestyles, but little did we know that one of them would be picked up (organically) by Bad Bunny, one of the best trap artist among the modern generation. And not only did he engage, but he even uploaded on his IG story a video singing his version of “Ronca”, one of Myke’s album songs. It was so good that he decided to add that freestyle to his album during the following year. This was such a fun project for me that it really felt like easy money, pun intended.

CONCEPT: Ilia Márquez & Ana Rivera CREATIVE DIRECTOR: Ilia Márquez  COPYWRITER: Ana Margarita Rivera ART DIRECTOR: Hanky Lennon

Sony Music Entertainment - Diego el Cigala’s album Launch & Mini documentary - Cigala Canta a México

When Diego El Cigala’s passion for Mexican music hit the air, we knew this project had to be as bold & soulful as his voice. I took the lead on storytelling & concept development for the video + album launch, weaving a narrative as rich as the rancheras & boleros he reimagined. The result was a beautiful campaign + mini-documentary that paid tribute & hit all the right notes.

CREATIVE DIRECTOR: Ilia Márquez  COPYWRITER: Ana Margarita Rivera ART DIRECTOR: Hugo Reyes

LENNY TAVÁREZ - MUSIC PERSONA - STRATEGY DECK

Not just a persona—the persona. This strategy deck captured Lenny Tavárez’s artistic essence & became the blueprint for creating music personas at the agency. To this day, it’s still the go-to reference for defining artist’s brands & narratives. Feel like stepping into the room where it happened? You’ll need a passcode to peek behind the curtain. (wink, wink)

CREATIVE DIRECTOR: Hugo Reyes  CONCEPT & STRATEGY: Ana Margarita Rivera ART DIRECTOR: Natasha Pérez SOCIAL CONTENT: José Guadalupe