La vida es ahora
Redmi Note 14
Agency: Santos
Designed to connect with Gen Z audience this campaign used existentialism as a narrative tool to communicate Redmi Note 14’s durability talking with the current landscape of new generations, the message was transformed into an emotional journey, the phone is a resilient companion built to safeguard your history.
Role
Creative project Lead
Segment
Premium
Timeline
2025
Scale
60+ across 5 countries
Empathy and reflection.
Developed as a three part video series, the strategy explored the weight of time, the grief of loss, and the permanence of memories. The narrative arc seamlessly intertwined human vulnerability with the device’s strength. Through introspective, cinematic art direction, the project bypassed traditional advertising clichés, elevating the brand into a space of genuine empathy and reflection.
¿Qué dicen tus fotos?
A direct dialogue about future anxiety, identity, and the fear of growing up. Centered around the concept, “Why do you take photos of people? I think it’s my way of protecting myself from time,” the phone becomes a conceptual shield against oblivion, countering youth’s instability with the permanence of documentation.
La Vida es Ahora
This emotional journey unites two generations by recreating a lost memory. Rooted in the realization that “There were so many photos, and this was the only one left,” it underscores that the hardware is built to withstand time and protect what truly matters, sealing the durability concept under one core message: life happens today.
Encuéntrate
This emotional journey unites two generations by recreating a lost memory. Rooted in the realization that “There were so many photos, and this was the only one left,” it underscores that the hardware is built to withstand time and protect what truly matters, sealing the durability concept under one core message: life happens today.
