Agency: integer
Client: Lonestar
Copy: Greg Overhauls (Sr.CW)
Art direction: Jesús González (Sr.AD)
Strategy: Brook Hollander (Associate Strategist)
Doodle Illustrations: Luke Schroeder
We where task to celebrate the launch of Lone Star’s first Mexican-style lager beer: Rio Jade. The challenge was to be authentic to three different voices: the Lone Star brand, Mexican-style lager’s history and the creator of the Rio Jade look and feel, Cruz Ortiz.
Mexican-American artist, Cruz Ortiz was inspired by the color of the Rio Grande and other rivers running through Texas. We built on that sentiment with the retail look and feel. Adding hints of vegetation in the corners and keeping a beige desert color on most pieces.
To create engagement with the shoppers we expanded on Lone Star tradition of having riddles beneath their caps. We created riddles localized to key markets: Austin, Dallas, San Antonio, Houston and one for all Texas. These new riddles were drawn in the style of Cruz Ortiz.
Despite the beer launching at the start of the pandemic, the campaign was extremely successful, making this seasonal beer part of Lone Star’s permanent portfolio.
Agency: integer
Client: AT&T
Concep, script and translation:
Samuel Melgar (ACD, CW)
Concept, art direction and interviews:
Jesús González (Sr.AD)
Editing and production:
Bryan Shelton (VP, Content Production)
Production assistants:
Gabby McGarry and Ethan Wilder
My writing partner (Samuel) and I created a few short videos focusing on the importance of technology in the modern Hispanic’s life and what it means to be a Hispanic in the United States.
Agency: TPN
Client: Hershey’s
Concept and art direction:
Brian Jackson (ACD)
Concept, sketches and art direction:
Jesús González (Sr.AD)
Oil Paintings:
Eric Cash (illustrator)
To celebrate Hershey’s collaboration with the Armed Forces, we created vintage inspired Hershey’s ads, highlighting each era and innovation that Hershey’s had in different theaters of war.
To give them a heroic flair, I created sketches based on superhero poses taken directly from marvel and dc comics.
We partnered with illustrator Eric Cash to create oil painting, giving these peaces the care and authenticity they deserved.
Agency: integer
Client: Ricolino
Concep and script:
Samuel Melgar (ACD, CW)
Concept and art direction:
Jesús González (Sr.AD)
Editing and production:
Gabby McGarry
With a deadline of 2 weeks: we wrote the script, storyboarded and got the concept approved within the first week. Casted, location scouted and shot in a weekend. And edited, produced and got the ad approved (with just one round of changes) on the second week.
Agency: integer
Client: AT&T
Design and visual direction:
Cody Russell (Design Director), Paige Padilla (Sr. AD) and Luke Schroeder (Sr. AD)
Copy:
Samuel Melgar (ACD/CW)
HXP:
Kendal Llamar (CD), Jesús González (Sr.AD) and Katie Hannah (AE)
HXP and Strategy:
Brooke Hollander
in order to create a holistic view through different digital and print platforms, and an authentic representation of Hispanic that connect with that community, we crafted a shopper journey backed by data throughout the design thinking process.
Agency: integer
Client: Integer’s DEI
Concept and brand:
Jesús González (Sr.AD) and Kristin Pendelton (ACD/CW)
Series producers:
Jesús González (Sr.AD), Gail Obaseki (Director, Diversity, Equality and Inclusion) and Ethan Wilder (Video & Multimedia Specialist)
Host:
Jesús González (Sr.AD)
Podcast producer:
Jesús González (Sr.AD)
As part of the new DEI initiative at Integer, Culture Club was created as a way to talk about social issues through the lens of art. The idea is that by focusing on the artwork itself, some subject that might be difficult to talk about, can be more easily discussed in an open forum. Integer’s culture allowed this type of honest discussion to grow into an instagram account and a monthly podcast hosted by myself.
This has been a passion project from the start, I’ve always love to learn and discover from others. Culture Club allowed me to learn everyone’s passions and unique perspectives. The series continues to grow, the idea is that it will take on new and surprising iterations lead by other people, but with one unique mission: To talk about culturally relevant subjects as seen through the lens of art.
Agency: TPN
Client: Hershey’s
Concept and art direction:
Jason Hescott (CD) and Jesús González
Prototyping and Production:
Englander dZignPak
The ask was to create a semi-permanent modular display that could wow Walmart shoppers. After initial sketches and client approval, we partnered with Englander to prototype, produce and package the displays. We closely worked with them to make sure each unit was not only highly modular and adaptable to the store type, but also easy to assemble by the Hershey’s reps. It was so successful that variations of this structure were designed for Holiday, Valentine’s and Easter.
Agency: IN
Client: Newell/Sharpie
Concept and Sketches:
Jesús González (AD)
Creative direction:
Caroline Reeves
We were tasked to create career path poster for a partnership with Chris Paul, College Track and Sharpie.
I took it upon myself to create the poster with Sharpie markers. I created the whole poster on an 11”x17” sheet of paper, I left some space to ad fonts and dates digitally in case it needed to adapt from school to school, but for the most part this poster was created by my hand.
Note that the video linked is from Sharpie and The Player’s Tribune, we did not produced that video, but it shows the successful interaction that the kids had with the career path poster.
Client:
Star Wars Nerds Unite Podcast
Branding and Swag:
Jesús González (creative)
I started listening to the podcast around the time Rogue One was about to come out. I emailed them that they desperately needed a better logo and a better branding overall. After a few back and forth emails, I ended up creating their whole identity, along with some swag designs that they used at conventions and to support the podcast.