WAZE/Miami Dade County -  Abuela Mode
Problem: Miami drivers are nuts.
Insight: 70% of Miami's drivers happen to be latino.
Idea: Waze adds an abuela character as a sidekick in their app.


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CREDITS:

Paloma Rodriguez (AD)
Me (AD,CW,Video)

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I’ve been labeled a picky eater since before I could even eat solid foods. I don’t like tomato, lettuce, or onion on my burgers. But I do love tomato sauce on my pasta, lettuce in Caesar salads (and only in caesar salads). I hate cucumbers, but I love pickles, as long as they’re not on a sandwich.

When my eating habits come up in conversation, I don’t say I’m a picky eater. I say I like specific things, in specific ways, in specific situations, and at specific times. Most importantly I know what I like, I am peculiar about details because I have my own ideas about how certain things are best consumed.
I think this is a decent way to explain my approach to art direction. I am obsessed with details that may seem small or unimportant to many.