Honda
As art director, I ran digital and retail communication for Honda de San Juan, the Bella Group dealer network in Puerto Rico, adapting the global brand to local language, culture, and the pace of retail offers. Puerto Rico's car market had contracted 60% in ten years. Honda held 5.4% share. That was the room the work had to live in.
AGENCY
Wild Fi, Montevideo
REGION
Puerto Rico
YEAR
2016–2017
Adapting Honda's brand values across Latin America and the Caribbean
Language, tone, and lifestyle-driven narratives
Every creative decision was rooted in local cultural context, adapting Honda's global identity to resonate authentically with Puerto Rican audiences.
Research in visual ecosystems
What changes in a new market is the reference, not the brand. Getting that line right was the whole job.
Segmentation built on who actually buys the car
6,063
Customer records behind the segmentation
12 months
Of continuous digital output
Bella Group customer study, 2014–2016
Best Digital Practices in Latin America and the Caribbean
Honda named WildFi a 2016 Case Study for Best Digital Practices in Latin America and the Caribbean, for the digital work I art-directed.
A brand interpreted, not just replicated
Work that builds genuine cultural resonance at the intersection of global standards and local identity.