TACO BELL — MARTIN SERRA

SAYINGS

Culture isn’t something you translate, it’s something you vibe with. So when it came to launching the new Cool Doritos Locos Tacos, we didn’t pick one way to say it. We picked all of them.
We created a spot where people from different Hispanic backgrounds each described the new taco in their own slang: chévere, chido, bacan, guay... Different words, same feeling.
By celebrating linguistic diversity instead of flattening it, Taco Bell spoke to culture without trying to own it, and earned credibility across audiences who rarely hear themselves authentically reflected in national ads.
This wasn’t about tacos. It was about a brand fluent in flavor and community.

Role: CD

BROTHERS

Taco Bell has always stood for bold flavors, big cravings, and breaking the rules of traditional fast food. But with the indulgent, and individually wrapped Loaded Grillers, we saw an opportunity to challenge another norm: obligatory generosity.
We created a film grounded in a universal insight: if you grew up with siblings, you didn’t get to own anything, not even your snacks. From the first bite, the spot reframes the experience of eating a Loaded Griller as something almost sacred. Three brothers. No fighting. No forks flying. Just quiet, unapologetic satisfaction. Not because they’ve grown up, but because, for once, they don’t have to share.
This wasn't just a product spot. It was a cultural permission slip. A statement that some cravings are personal…and that’s okay.

Role: CD