Objective: To position alfa PXP FORTE as an essential supplement for Latino athletes in the U.S., helping them maximize performance and connect with their cultural heritage.
Concept & Strategy: The campaign linked the strength of modern athletes with the legacy of Mesoamerican civilizations to evoke cultural pride. Initial visuals were bold, integrating pre-Hispanic headdresses and motifs with athletic imagery under the slogan, "Unleash your inner warrior with alfa PXP FORTE." All photographic images were AI-generated, optimizing production time and resources.
Adaptation: Based on client feedback, the visual approach was made more subtle. Subsequent visuals featured athletes in uniforms with colors and textures that discreetly evoked Mesoamerican cultures, creating a refined and contemporary connection.
Creative Direction & Copywriting: Jorge Inchaurregui Elizarraras.
Graphic Design: Ximena Gutiérrez, Osvaldo Delgado.
