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<channel>
	<title>FREDDY MENDEZ WORK</title>
	<link>https://efepuntomendez.com</link>
	<description>FREDDY MENDEZ WORK</description>
	<pubDate>Tue, 26 Dec 2023 16:49:23 +0000</pubDate>
	<generator>https://efepuntomendez.com</generator>
	<language>en</language>
	
		
	<item>
		<title>Main page</title>
				
		<link>https://efepuntomendez.com/Main-page</link>

		<pubDate>Sun, 24 Dec 2023 02:23:58 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/Main-page</guid>

		<description>


	FREDDY MENDEZ
CREATIVE DIRECTOR &#38;amp; WRITER
	INFORMATION
EMAILINSTAGRAM
BLOG




←BRAND ACTIVATION︎︎︎BTL 



DESIGN ♡ VISUAL IDENTITY&#38;nbsp;♡&#38;nbsp;



DIGITAL STRATEGIES &#38;amp; CONTENT︎





TV︎PRINT︎RADIO︎TV︎PRINT︎RADIO︎






BEYOND︎ADS︎BEYOND︎ADS︎BEYOND︎ADS︎




	© 2025 ALL RIGHTS RESERVED
	
CV




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	<item>
		<title>ORIGINAL ARTCHITECTURE</title>
				
		<link>https://efepuntomendez.com/ORIGINAL-ARTCHITECTURE</link>

		<pubDate>Sun, 24 Dec 2023 02:23:57 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/ORIGINAL-ARTCHITECTURE</guid>

		<description>


	BRAND ACTIVATION︎︎︎ Some final results presented in this section may not be exact.










	︎



	ADIDAS

ORIGINAL ART/CHITECTURE
(VIEW CASE) ︎


&#60;img width="1400" height="774" width_o="1400" height_o="774" data-src="https://freight.cargo.site/t/original/i/0c270e0295d6d80f1a179c429d345d3fd3c1d10c712f6d7ab515ab79840d1ad7/616b3953254061.59c4373f53ca4.jpg" data-mid="200063876" border="0" data-scale="89" src="https://freight.cargo.site/w/1000/i/0c270e0295d6d80f1a179c429d345d3fd3c1d10c712f6d7ab515ab79840d1ad7/616b3953254061.59c4373f53ca4.jpg" /&#62;
&#60;img width="887" height="889" width_o="887" height_o="889" data-src="https://freight.cargo.site/t/original/i/9bbd643c7e2c849aa7de3e550665188141b8919985b5208780536d3f2e339a33/18eca2a33909cc3bb76c2cd597eb9093.jpg" data-mid="200065676" border="0"  src="https://freight.cargo.site/w/887/i/9bbd643c7e2c849aa7de3e550665188141b8919985b5208780536d3f2e339a33/18eca2a33909cc3bb76c2cd597eb9093.jpg" /&#62;
&#60;img width="1400" height="934" width_o="1400" height_o="934" data-src="https://freight.cargo.site/t/original/i/09f95beb507cb74a6ef06fcdb124134586e2a3919c73da8ff0eb6519fea04dbd/407f6c53254061.5ec55ae28aba4.jpg" data-mid="200063887" border="0"  src="https://freight.cargo.site/w/1000/i/09f95beb507cb74a6ef06fcdb124134586e2a3919c73da8ff0eb6519fea04dbd/407f6c53254061.5ec55ae28aba4.jpg" /&#62;
&#60;img width="2048" height="1536" width_o="2048" height_o="1536" data-src="https://freight.cargo.site/t/original/i/478c228ace1710af4d86a529e439200a479bd138f723f68f9a5ba6e8c436bab9/adidas-estereo-picnic--2048x1536-1.jpg" data-mid="200065573" border="0"  src="https://freight.cargo.site/w/1000/i/478c228ace1710af4d86a529e439200a479bd138f723f68f9a5ba6e8c436bab9/adidas-estereo-picnic--2048x1536-1.jpg" /&#62;
&#60;img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/9a46df809fdbf7f50737f7309c2d41676a8e2ede6dcc97f2be3a06a0ea9d8822/9feb3053254061.5ec55ae28a2af.jpg" data-mid="200063883" border="0"  src="https://freight.cargo.site/w/1000/i/9a46df809fdbf7f50737f7309c2d41676a8e2ede6dcc97f2be3a06a0ea9d8822/9feb3053254061.5ec55ae28a2af.jpg" /&#62;
&#60;img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/8e1863c578fbd5fa9a92e664e7d429a283750aac419b1f1c6c40a87a644f83b3/c56ea953254061.592dd84603ea2.jpg" data-mid="200063890" border="0"  src="https://freight.cargo.site/w/800/i/8e1863c578fbd5fa9a92e664e7d429a283750aac419b1f1c6c40a87a644f83b3/c56ea953254061.592dd84603ea2.jpg" /&#62;
&#60;img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/22517024d9a4cc3ce455d6b85b615f4c9599cabf78a9420684f1901dcb746ca3/ce00e853254061.5ec55ae28bda9.jpg" data-mid="200063892" border="0"  src="https://freight.cargo.site/w/1000/i/22517024d9a4cc3ce455d6b85b615f4c9599cabf78a9420684f1901dcb746ca3/ce00e853254061.5ec55ae28bda9.jpg" /&#62;
&#60;img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/7dc7589435c32e5ec644678a484fccf6f52ac296ccd878fa1911c36f54552a3c/cdf44153254061.5ec55ae28b400.jpg" data-mid="200063891" border="0"  src="https://freight.cargo.site/w/1000/i/7dc7589435c32e5ec644678a484fccf6f52ac296ccd878fa1911c36f54552a3c/cdf44153254061.5ec55ae28b400.jpg" /&#62;
&#60;img width="1400" height="933" width_o="1400" height_o="933" data-src="https://freight.cargo.site/t/original/i/bef4d76ff31053cd265324dd347a6b1c91907a3829669b135366fe8e2ffb87dd/65afa453254061.5ec55ae289d5d.jpg" data-mid="200063886" border="0"  src="https://freight.cargo.site/w/1000/i/bef4d76ff31053cd265324dd347a6b1c91907a3829669b135366fe8e2ffb87dd/65afa453254061.5ec55ae289d5d.jpg" /&#62;

	Creating the Adidas stand at Estéreo Picnic was a huge challenge—not only because of fans' high expectations but also because the brand aimed to go beyond simply designing a commercial space. The task was to create experiences that could bring complex concepts to life, such as the reinterpretation of originality showcased in its latest global campaign—an invitation to discover originality through reinterpretation. They did remaking some iconic creations of Sinatra, Botticelli, and Kubrick, among others. 
Our approach? We decided to transform the art of Colombian maestro Omar Rayo into a striking piece of architecture. 


︎︎︎ Entertainment︎︎︎ Ephemeral architecture︎︎︎ Experience︎︎︎ Art





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	<item>
		<title>FUTURE BOX</title>
				
		<link>https://efepuntomendez.com/FUTURE-BOX</link>

		<pubDate>Sun, 24 Dec 2023 14:58:54 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/FUTURE-BOX</guid>

		<description>


	BRAND ACTIVATION
	︎



	ADIDAS
FUTURE BOX (2016)(VIEW CASE) ︎


&#60;img width="1400" height="786" width_o="1400" height_o="786" data-src="https://freight.cargo.site/t/original/i/973b273e3479aea417535857939bcc70408f2c1f27cc2818e40ee7a5ff61b224/b43bb645764453.583c8b5a5b3fd.jpg" data-mid="200065013" border="0" data-scale="90" src="https://freight.cargo.site/w/1000/i/973b273e3479aea417535857939bcc70408f2c1f27cc2818e40ee7a5ff61b224/b43bb645764453.583c8b5a5b3fd.jpg" /&#62;
&#60;img width="1920" height="1079" width_o="1920" height_o="1079" data-src="https://freight.cargo.site/t/original/i/445e849e80023a559d25662cad87ca9800747550006da80a30072451da32a8da/IMAGEN-3.png" data-mid="200065009" border="0"  src="https://freight.cargo.site/w/1000/i/445e849e80023a559d25662cad87ca9800747550006da80a30072451da32a8da/IMAGEN-3.png" /&#62;
&#60;img width="1400" height="786" width_o="1400" height_o="786" data-src="https://freight.cargo.site/t/original/i/bd2e0ce668786a227577bbbef9cbc897d750040e05a17118f3063136fcefba2b/3065b145764453.583e1d268ae7f.jpg" data-mid="200064883" border="0"  src="https://freight.cargo.site/w/1000/i/bd2e0ce668786a227577bbbef9cbc897d750040e05a17118f3063136fcefba2b/3065b145764453.583e1d268ae7f.jpg" /&#62;
&#60;img width="940" height="700" width_o="940" height_o="700" data-src="https://freight.cargo.site/t/original/i/a2e48775c400c887be556514bf0fe187a4a23b1ae01b72767c6c65d8c19ad619/IMAGEN-16538695-2.png" data-mid="200065077" border="0"  src="https://freight.cargo.site/w/940/i/a2e48775c400c887be556514bf0fe187a4a23b1ae01b72767c6c65d8c19ad619/IMAGEN-16538695-2.png" /&#62;
&#60;img width="1660" height="994" width_o="1660" height_o="994" data-src="https://freight.cargo.site/t/original/i/03bff1a8cd71d3d380b106ff496925d7c26cfc9ad259a721a79505b5da5f7aa9/Captura-de-pantalla-2023-12-24-a-las-10.28.29-a.m..png" data-mid="200065044" border="0"  src="https://freight.cargo.site/w/1000/i/03bff1a8cd71d3d380b106ff496925d7c26cfc9ad259a721a79505b5da5f7aa9/Captura-de-pantalla-2023-12-24-a-las-10.28.29-a.m..png" /&#62;
&#60;img width="940" height="700" width_o="940" height_o="700" data-src="https://freight.cargo.site/t/original/i/9a0d4781492a38d417974c9b0f1feb128d302292b9eb5d32518ac7116df9b8f3/IMAGEN-16538737-2.jpg" data-mid="200065088" border="0"  src="https://freight.cargo.site/w/940/i/9a0d4781492a38d417974c9b0f1feb128d302292b9eb5d32518ac7116df9b8f3/IMAGEN-16538737-2.jpg" /&#62;

	An impressive stand where the brand unveiled its new "future concept" at Estéreo Picnic, the most important music festival in Colombia. Through art, Adidas invited its fans to dismantle the stand piece by piece, ultimately revealing an entirely new collection inside—taking them on a journey through the brand's past, present, and future.


︎︎︎ Entertainment︎︎︎ Ephemeral architecture︎︎︎ Experience︎︎︎ Art





</description>
		
	</item>
		
		
	<item>
		<title>POKER CRASHCAPS</title>
				
		<link>https://efepuntomendez.com/POKER-CRASHCAPS</link>

		<pubDate>Sun, 24 Dec 2023 17:24:57 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/POKER-CRASHCAPS</guid>

		<description>


	BRAND ACTIVATION
	︎



	POKER

CRASH CAPS
(VIEW CASE)&#38;nbsp;︎
&#60;img width="3500" height="2766" width_o="3500" height_o="2766" data-src="https://freight.cargo.site/t/original/i/dd294d1a52ff104e5537691a6f9a46edb57bc06ac9c2f501fcd429d366ac4fa4/b2f191794164711.5cc23cc78420c.jpg" data-mid="200067672" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/dd294d1a52ff104e5537691a6f9a46edb57bc06ac9c2f501fcd429d366ac4fa4/b2f191794164711.5cc23cc78420c.jpg" /&#62;
	For many years, the concept behind Poker Beer has been centered around friendship. With this in mind, we developed a proposal in the form of a demo that highlights the tragical consequences of drinking and driving, precisely at the moment when someone opens a bottle of beer. Each cap includes a redeemable code for a free taxi ride, reinforcing the message of responsibility.


︎︎︎ Experience ︎︎︎ Demo ︎︎︎&#38;nbsp;Free Press ︎︎︎ Social Responsibility






</description>
		
	</item>
		
		
	<item>
		<title>VISA SHOPPERTAINMENT</title>
				
		<link>https://efepuntomendez.com/VISA-SHOPPERTAINMENT</link>

		<pubDate>Sun, 24 Dec 2023 16:20:40 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/VISA-SHOPPERTAINMENT</guid>

		<description>


	BRAND ACTIVATION
	︎



	VISA

SHOPPERTAINMENT (2017)
(VIEW CASE)&#38;nbsp;︎

	Infinite is the highest-profile card issued by Visa in Colombia. For its users, we created a unique blend of shopping and entertainment, an experience we called "Shoppertainment"—the very first time that term was used. The experience featured an original theater performance, with the most exclusive brands providing scenic elements, jewelry, costumes, decorations, and more. At the end of the show, guests could purchase everything they saw in the set, using their Infinite credit cards.


︎︎︎ Entertainment︎︎︎ Shopping︎︎︎ Experience︎︎︎ Business






</description>
		
	</item>
		
		
	<item>
		<title>CASA VISA</title>
				
		<link>https://efepuntomendez.com/CASA-VISA</link>

		<pubDate>Sun, 24 Dec 2023 19:12:28 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/CASA-VISA</guid>

		<description>


	BRAND ACTIVATION
	︎



	VISA

CASA VISA
(VIEW CASE)&#38;nbsp;︎
&#60;img width="404" height="316" width_o="404" height_o="316" data-src="https://freight.cargo.site/t/original/i/334429ae0fdbc27e1f36d6575b56ff7ae3161af9c42b087a0698cfb41793fc7d/CASA-VISA-LOGO.jpg" data-mid="200144068" border="0" data-scale="69" src="https://freight.cargo.site/w/404/i/334429ae0fdbc27e1f36d6575b56ff7ae3161af9c42b087a0698cfb41793fc7d/CASA-VISA-LOGO.jpg" /&#62;
	





































An
unforgettable experience designed for VIP Visa clients in Colombia. The most
exclusive brands in the world gathered in a house where everything was for
sale. A luxury dinner where guests could buy everything they liked, from
paintings or furniture to the house, just by using their credit cards.















︎︎︎ Entertainment︎︎︎ Shopping︎︎︎ Experience︎︎︎ Business






</description>
		
	</item>
		
		
	<item>
		<title>DADDY PARTY</title>
				
		<link>https://efepuntomendez.com/DADDY-PARTY</link>

		<pubDate>Tue, 26 Dec 2023 16:49:23 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/DADDY-PARTY</guid>

		<description>


	BRAND ACTIVATION
	︎



	TECATE

DADDY PARTY
(VIEW CASE)&#38;nbsp;︎

	To celebrate Father's Day, instead of just inviting them to grab a beer, Tecate challenged young people to take their dads to the trendiest party spots in the city. "Partying with Daddy" is an idea that promotes family bonding, encourages responsible drinking, allows parents to meet the people their kids hang out with, and introduces a fresh way of thinking about partying in Colombia.


︎︎︎ Experience ︎︎︎ Demo ︎︎︎&#38;nbsp;Free Press ︎︎︎ Social Responsibility






</description>
		
	</item>
		
		
	<item>
		<title>TRADITIONAL ADS </title>
				
		<link>https://efepuntomendez.com/TRADITIONAL-ADS</link>

		<pubDate>Thu, 28 Jun 2018 12:15:31 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/TRADITIONAL-ADS</guid>

		<description>︎︎︎ Many fake award-winning ads were removed from this section 
as a sign of respect for  brands, customers, colleagues, and my work.


TRADITIONAL ADVERTISING




	&#60;img width="1024" height="683" width_o="1024" height_o="683" data-src="https://freight.cargo.site/t/original/i/ed0cb0d574fa8a80d3ffd0b4dac396ee2e8cd4910077c6f5fca085eccf604912/2.Mancha-piernas-100-dpi_o.jpg" data-mid="200157362" border="0"  src="https://freight.cargo.site/w/1000/i/ed0cb0d574fa8a80d3ffd0b4dac396ee2e8cd4910077c6f5fca085eccf604912/2.Mancha-piernas-100-dpi_o.jpg" /&#62;


	&#60;img width="1028" height="685" width_o="1028" height_o="685" data-src="https://freight.cargo.site/t/original/i/435a9838c16ede008757ce0eacd88bee2d2ec8faff1dd88d340ee316c47a5f10/1.-mancha-torso-100-dpi_o.jpg" data-mid="200157364" border="0"  src="https://freight.cargo.site/w/1000/i/435a9838c16ede008757ce0eacd88bee2d2ec8faff1dd88d340ee316c47a5f10/1.-mancha-torso-100-dpi_o.jpg" /&#62;



STAINS

This was the first Colombian print campaign in history to become a Cannes finalist, and also the one through which we won the Red Cross account for Leo Burnett.︎︎︎ This artwork was displayed as a billboard on the facade of the Red Cross headquarters in Colombia for more than five years, until the red stains had turned brown, and it became impossible to replace due to the loss of the original file.






	



WICKED TALES

To launch Telefónica's Parental Control service, which restricts minors' access to violent and adult content, we proposed this print campaign showing how a child can easily stumble upon adult content while searching for something as innocent as a children's story.

 ︎︎︎ Side B of this story also reveals that, despite the awards it won, the campaign couldn’t achieve the exposure we were aiming for. Just a few days after its launch, our client deemed it too risky for the brand and decided to pull it.

 
	
&#60;img width="1067" height="1600" width_o="1067" height_o="1600" data-src="https://freight.cargo.site/t/original/i/7fd51c4f4c1b3c032bd1ee3a88383a3e018b816e5c03218e10f877037bdcf818/the-sexy-girl-with-the-red-hood_o.jpg" data-mid="200157406" border="0"  src="https://freight.cargo.site/w/1000/i/7fd51c4f4c1b3c032bd1ee3a88383a3e018b816e5c03218e10f877037bdcf818/the-sexy-girl-with-the-red-hood_o.jpg" /&#62;
&#60;img width="1067" height="1600" width_o="1067" height_o="1600" data-src="https://freight.cargo.site/t/original/i/f24429407eea8f56f889f537cf4f03e5633d6d1da8d05f3bd68be3297ba6c2ac/7-drunken-dwarves_o.jpg" data-mid="200157400" border="0"  src="https://freight.cargo.site/w/1000/i/f24429407eea8f56f889f537cf4f03e5633d6d1da8d05f3bd68be3297ba6c2ac/7-drunken-dwarves_o.jpg" /&#62;




&#60;img width="670" height="473" width_o="670" height_o="473" data-src="https://freight.cargo.site/t/original/i/b1ad61f43202f26fb47ad26a97e5a89cb521d0cdba2ee2ad69d1fe2fc87faf88/SAUSAGE_o_670.jpg" data-mid="200157662" border="0"  src="https://freight.cargo.site/w/670/i/b1ad61f43202f26fb47ad26a97e5a89cb521d0cdba2ee2ad69d1fe2fc87faf88/SAUSAGE_o_670.jpg" /&#62;
&#60;img width="1280" height="905" width_o="1280" height_o="905" data-src="https://freight.cargo.site/t/original/i/fc0cfdb93f20763095f9b6258e6bc3bbc984060eec9937b5ba95b7fbf3eef54f/VAMPIRE_o.jpg" data-mid="200157658" border="0"  src="https://freight.cargo.site/w/1000/i/fc0cfdb93f20763095f9b6258e6bc3bbc984060eec9937b5ba95b7fbf3eef54f/VAMPIRE_o.jpg" /&#62;

	
	DANGEROUS FOODS
A multi-award-winning campaign through which we aimed to position Alka-Seltzer as a true hero product, capable of fighting the heaviness and discomfort caused by certain meals—discomfort that medicine and popular culture have long labeled as dangerous for health.︎︎︎ An unforgettable collaboration with Russian illustrator Andrey Gordeev, one of the most talented and awarded in his category.






SO CLOSE, SO FAR.

To communicate the faster money transfer service created by Davivienda Bank, we put, in a beautiful way, and closer than never, two distant cities under the concept, so far, so close.

	&#60;img width="1000" height="699" width_o="1000" height_o="699" data-src="https://freight.cargo.site/t/original/i/d4e7d738cf316733c40a7a98e5c8666d691c1a467721d74d8d288f2062c00a1e/BarcelonaBogota_o.jpg" data-mid="200158590" border="0"  src="https://freight.cargo.site/w/1000/i/d4e7d738cf316733c40a7a98e5c8666d691c1a467721d74d8d288f2062c00a1e/BarcelonaBogota_o.jpg" /&#62;
	&#60;img width="1000" height="699" width_o="1000" height_o="699" data-src="https://freight.cargo.site/t/original/i/387a171b63c0f77cddbd0a94eeded5574020d9ed5d0b95b2d07a21f4eb5d36b9/NewyorkMedellin_o.jpg" data-mid="200158591" border="0"  src="https://freight.cargo.site/w/1000/i/387a171b63c0f77cddbd0a94eeded5574020d9ed5d0b95b2d07a21f4eb5d36b9/NewyorkMedellin_o.jpg" /&#62;
	&#60;img width="1000" height="699" width_o="1000" height_o="699" data-src="https://freight.cargo.site/t/original/i/34ba8d940192d2ea9669328cc82df25fb901e3f590dc34d6df04ca070daf6099/MadridCali_o.jpg" data-mid="200158593" border="0"  src="https://freight.cargo.site/w/1000/i/34ba8d940192d2ea9669328cc82df25fb901e3f590dc34d6df04ca070daf6099/MadridCali_o.jpg" /&#62;






	&#60;img width="1140" height="682" width_o="1140" height_o="682" data-src="https://freight.cargo.site/t/original/i/e26ad14172ca4b90f43c4b50f2b8c7d4a5015b0a0431d70dfa2be6f0825a1a5c/1574111_5_08255e1cf24d6f1f66b9c38183ab3096.jpg" data-mid="200158716" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/e26ad14172ca4b90f43c4b50f2b8c7d4a5015b0a0431d70dfa2be6f0825a1a5c/1574111_5_08255e1cf24d6f1f66b9c38183ab3096.jpg" /&#62;
&#60;img width="1340" height="769" width_o="1340" height_o="769" data-src="https://freight.cargo.site/t/original/i/54296dc79851aa8cbeab3d27d06c28366c41e3bf7455655cc1814b598519e6e9/closeando_Mesa-de-trabajo-1_1340_c.png" data-mid="200159269" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/54296dc79851aa8cbeab3d27d06c28366c41e3bf7455655cc1814b598519e6e9/closeando_Mesa-de-trabajo-1_1340_c.png" /&#62;
&#60;img width="1340" height="769" width_o="1340" height_o="769" data-src="https://freight.cargo.site/t/original/i/4a3092c9ae240935cd0884f7a405fcd29dc364e1985f0945dd92ea899c20bdd2/closeando_Mesa-de-trabajo-1-copia_1340_c.png" data-mid="200159393" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/4a3092c9ae240935cd0884f7a405fcd29dc364e1985f0945dd92ea899c20bdd2/closeando_Mesa-de-trabajo-1-copia_1340_c.png" /&#62;

	FASHION FACTSCloseando is a venture focused on buying and selling used garments. This project was a collaboration with Grupo Exito.

The objective was to raise awareness about the catastrophic environmental impact of the fashion industry, inviting people to donate their used clothes to reduce the production of new garments, stimulate conscious purchasing, and encourage reuse.

︎︎︎ Another campaign also reviewed by Archive Magazine and featured on several blogs around the world.



	
	




HEROES
A campaign produced during the COVID-19 lockdown, created entirely from archive images. Its emotional message, also recorded and edited from home, was a tribute from the brand to the Colombians most affected by the pandemic—coincidentally, the brand’s main clients: farmers, the invisible heroes who continued working to provide food for us all; grandparents, the most vulnerable group to the virus; and informal workers, one of the sectors hit hardest economically by the quarantine.︎︎︎ A campaign that began on social networks, ended on national TV, and was nominated as one of the best of the year in Colombia.










&#38;nbsp;
	WRONG PLACE 
Maybe this spot feels a bit old-fashioned nowadays, but it’s one of my first and still one of the most memorable for Colombians. The spot was created for Davivienda Bank under its successful "The Wrong Place" concept, announcing the brand's support for our National Team during the 2004 Copa América.



	




	THE GOOD THINGS OF STOPPING BY


	

	

	



	

Some other old spots with a message that now feels more relevant than ever.︎︎︎ (A brave and, in some ways, paradoxical concept for a company that provides fuel).




RADIO SCRIPTS

	


	
To promote Claro's high-speed internet, we created this radio spot to demonstrate the service's speed and how it can change the lives of even those who least believe they need it.



	


	
Dinero is the most prestigious economic magazine in the country, a reference for everyone in the business sector. With a touch of humor, we show how important accuracy is for taking decisions about money, finance, and investments.

	
	Under the concept "Your heart can get tangled, but not your hair," we decided to capitalize on the success of soap operas in our country and bring it to the radio. We created a somewhat absurd radio soap opera series that people followed for an entire month, allowing the brand to quickly regain its popularity.




Elcaminante · DINERO INDICADORES 40 SEG



</description>
		
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	<item>
		<title>DIGITAL</title>
				
		<link>https://efepuntomendez.com/DIGITAL-2</link>

		<pubDate>Thu, 28 Jun 2018 12:15:28 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/DIGITAL-2</guid>

		<description>
	
	
	
 
	DIGITAL &#38;amp; content.


This viral musical video, launched on YouTube, was an uncovered advertising strategy of ProColombia to transform the offensive speech of some Colombians against their own country. These kinds of words made harder the task of bringing new tourists and investors to our country. Our main objective was to turn critics into ambassadors. We found inspiration and credibility in the power of Colombian music, precisely in an old song called The Forgotten Land that we relaunched with the help of some of the biggest local musical icons and made of this hit a new anthem, a song full of love, pride, and optimism. 
April 2017
	




THE UNFORGOTTEN LAND.












	
THE ON/LIVE SALE


	



	
	To increase the use of Visa credit cards for online shopping, we made the first live sale in history. (many years before Facebook Live and Instagram shopping). We broadcast live the last episode of the most successful web series in Colombia, allowing fans to buy everything that appeared in the scenes, furniture, appliances, and even the actress's clothing using their Visa credit cards.May 2014





AKIRA POST-SERS

A poster split into 12 posts that we called PostSers. A design for Akira Cine, a film company based in Bogotá, Colombia, that could be hung on a wall or uploaded on the Instagram gallery. It's not just dividing a photo into 12 parts (It has already been done, and exists many apps to do that). The challenge was to turn them into ads that made sense separately and achieve communication goals such as showcasing their director's work, the awards, and the news. Offer Colombia as a location for movies. Deliver relevant content for followers. Get the positioning of the concept: We are the light. That's how a static poster came to life.February 2022



	
		
	
&#60;img width="1800" height="1800" width_o="1800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/f9196bcf884662d25fb86ce86234dc523c74137ca340fab6827becac56520194/02_tercer_post_interno.jpg" data-mid="200153995" border="0" data-scale="95" src="https://freight.cargo.site/w/1000/i/f9196bcf884662d25fb86ce86234dc523c74137ca340fab6827becac56520194/02_tercer_post_interno.jpg" /&#62;
	



PADRINO SESSIONS
&#38;nbsp;
	



	For launching this local urban clothing brand –also designed by us– we created a musical platform to sponsor new talents. We made a rigorous selection of musical artists, whom we convinced to participate with a proposal in which both (our brand and they would win). They would get two world-class music videos to share on their networks, plus two endowments from the brand's new collection to wear during the video. The brand would get free exposure to the artists' fans. A subtle and effective product placement&#38;nbsp; From what we have seen in the comments, people loved it.
March 2021



	


	
The world's biggest social network, used as a tourist promotion tool to connect potential European tourists with virtual local friends in Colombia, people willing to take them on a trip through the most amazing places in our country.
	LOCAL FRIENDS





	



	
	SAN VALENTIN SONGS, POEMS &#38;amp; FLOWERSTo celebrate Valentine's Day with Serrezuela Flowers' clients, instead of a traditional ad or mailing message, we created a poem using song titles. Then we shared it with them through a Spotify playlist.




NOTARIOS CONTENT DESIGN


	


















&#60;img width="720" height="720" width_o="720" height_o="720" data-src="https://freight.cargo.site/t/original/i/123101207a1937f92b4061788ca4d60c0beb07e5f2db817ee8596147e10923e6/NOTARIOS-POKER-PRO-1_1-convertido.gif" data-mid="200770309" border="0"  src="https://freight.cargo.site/w/720/i/123101207a1937f92b4061788ca4d60c0beb07e5f2db817ee8596147e10923e6/NOTARIOS-POKER-PRO-1_1-convertido.gif" /&#62;







	&#60;img width="720" height="720" width_o="720" height_o="720" data-src="https://freight.cargo.site/t/original/i/c5517d0f9ffe294ea50daa20708ab1b15a7071c8c44a29721292fab0e2052413/LUNATICOS.gif" data-mid="200772203" border="0"  src="https://freight.cargo.site/w/720/i/c5517d0f9ffe294ea50daa20708ab1b15a7071c8c44a29721292fab0e2052413/LUNATICOS.gif" /&#62;
	&#60;img width="720" height="720" width_o="720" height_o="720" data-src="https://freight.cargo.site/t/original/i/96dc01cfc732b3bff6dc9bd49fdc37ff9dbf39017c24d37eea4e4a0c186407ed/notarios_nectar_ca89ek.gif" data-mid="200770492" border="0"  src="https://freight.cargo.site/w/720/i/96dc01cfc732b3bff6dc9bd49fdc37ff9dbf39017c24d37eea4e4a0c186407ed/notarios_nectar_ca89ek.gif" /&#62;



	A small example of the content design for social networks that we made for Notarios, one of the most important audiovisual production companies in the country.


	
	
</description>
		
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	<item>
		<title>DESIGN / BRAND ID</title>
				
		<link>https://efepuntomendez.com/DESIGN-BRAND-ID</link>

		<pubDate>Thu, 28 Jun 2018 12:15:32 +0000</pubDate>

		<dc:creator>FREDDY MENDEZ WORK</dc:creator>

		<guid isPermaLink="true">https://efepuntomendez.com/DESIGN-BRAND-ID</guid>

		<description>DESIGN/
 BRAND IDENTITY

	This work was created for one of the biggest and most important magazines in Colombia. 
The objective was to show that, beyond the quality of information, 
its content holds immense power to create social impact and inspire meaningful change. 
That’s why we chose a nationally relevant issue: landmines.
	
	
SEMANA 
MAGAZINE



&#60;img width="1211" height="1625" width_o="1211" height_o="1625" data-src="https://freight.cargo.site/t/original/i/6c4087476b06cb67041762661044669ecfda12f9ae57fce4d75ae049fec3bc9d/Archive-Martin_3.jpg" data-mid="200195713" border="0"  src="https://freight.cargo.site/w/1000/i/6c4087476b06cb67041762661044669ecfda12f9ae57fce4d75ae049fec3bc9d/Archive-Martin_3.jpg" /&#62;
&#60;img width="1211" height="1625" width_o="1211" height_o="1625" data-src="https://freight.cargo.site/t/original/i/c2c765e42eca735ca311f262e61cb3616e9e4a6d4279ddacb4cc29f9dbc306ce/Archive-Benavides_1.jpg" data-mid="200195715" border="0"  src="https://freight.cargo.site/w/1000/i/c2c765e42eca735ca311f262e61cb3616e9e4a6d4279ddacb4cc29f9dbc306ce/Archive-Benavides_1.jpg" /&#62;



  


	
	
	


	

IN CULTO
	

	

Inculto is a store designed to offer a unique shopping experience in Bogotá, blending coffee, culture, and cult brands in one space. This project encompassed everything from naming and branding to space design.

INCULTO:
In Spanish, a person with limited knowledge.Uncultivated land.Separating the word IN: Inside Culture
The original font kerning was deliberately modified to allow two interpretations: as a single word (uneducated) or as a phrase (inside the culture).



	
&#60;img width="1340" height="1340" width_o="1340" height_o="1340" data-src="https://freight.cargo.site/t/original/i/82c42ab316f81e23b6520cd8f4941c320dc35874cc9dbf3e0ec56ff9fb89efa5/Copia-de-IMG_2252_1340_c.png" data-mid="200196471" border="0"  src="https://freight.cargo.site/w/1000/i/82c42ab316f81e23b6520cd8f4941c320dc35874cc9dbf3e0ec56ff9fb89efa5/Copia-de-IMG_2252_1340_c.png" /&#62;
&#60;img width="1340" height="1340" width_o="1340" height_o="1340" data-src="https://freight.cargo.site/t/original/i/abf0c196cecb0eb468ec6bd9b9633fcb9ffa135f13f845b64c90636868457498/Copia-de-IMG_2254_1340_c.png" data-mid="200196473" border="0"  src="https://freight.cargo.site/w/1000/i/abf0c196cecb0eb468ec6bd9b9633fcb9ffa135f13f845b64c90636868457498/Copia-de-IMG_2254_1340_c.png" /&#62;
&#60;img width="1340" height="1340" width_o="1340" height_o="1340" data-src="https://freight.cargo.site/t/original/i/c453d752a0b5534aff11d956e8f6fae2694b8db25bd95a4f3a9c29dbd2c4d7f6/Copia-de-IMG_2255_1340_c.png" data-mid="200196474" border="0"  src="https://freight.cargo.site/w/1000/i/c453d752a0b5534aff11d956e8f6fae2694b8db25bd95a4f3a9c29dbd2c4d7f6/Copia-de-IMG_2255_1340_c.png" /&#62;
&#60;img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/8ab03175d6aa646b197ba7228e624158dd4948d042e1161e5b77fdb0d84cbd9e/02_inculto_site_lbxean_1000.jpeg" data-mid="200196469" border="0"  src="https://freight.cargo.site/w/1000/i/8ab03175d6aa646b197ba7228e624158dd4948d042e1161e5b77fdb0d84cbd9e/02_inculto_site_lbxean_1000.jpeg" /&#62;
&#60;img width="1000" height="1037" width_o="1000" height_o="1037" data-src="https://freight.cargo.site/t/original/i/ca87c0f61285daeb3dd04880b56741fb2304a584b6cf962089a2fe24dd61ecd1/015_inculto_site_m1mer1_1000.jpeg" data-mid="200196470" border="0"  src="https://freight.cargo.site/w/1000/i/ca87c0f61285daeb3dd04880b56741fb2304a584b6cf962089a2fe24dd61ecd1/015_inculto_site_m1mer1_1000.jpeg" /&#62;
&#60;img width="1340" height="1340" width_o="1340" height_o="1340" data-src="https://freight.cargo.site/t/original/i/16ff993bc910f66b17ab89acfe2635180bf8a7750722dfc99d75717f3d8d5b62/Copia-de-IMG_2264_1340_c.png" data-mid="200196475" border="0" data-scale="50" src="https://freight.cargo.site/w/1000/i/16ff993bc910f66b17ab89acfe2635180bf8a7750722dfc99d75717f3d8d5b62/Copia-de-IMG_2264_1340_c.png" /&#62;


	
    
	



	




PROCOLOMBIA

	A completely and unexpected way to showcase the best of Colombia to the world. We created a collector's book sent to the most influential journalists and opinion leaders in each country. The book featured three volumes with stunning images of Colombia—beaches, birds, and landscapes—and included a set of colored pencils matching the color palette of one of the images. It also contained coloring sheets, postcards, and detailed information about all the featured locations.
	
	

	&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2d4929ad9b1e9f11c22564123a8a36939e114b817d23aba75f5e5bf04c613b09/02.jpg" data-mid="200212430" border="0"  src="https://freight.cargo.site/w/1000/i/2d4929ad9b1e9f11c22564123a8a36939e114b817d23aba75f5e5bf04c613b09/02.jpg" /&#62;
	&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/f5fd19c407374943e9c93e55e8bfc69483358cb5577439ef15f2b4cdd91951ac/07.jpg" data-mid="200212432" border="0"  src="https://freight.cargo.site/w/1000/i/f5fd19c407374943e9c93e55e8bfc69483358cb5577439ef15f2b4cdd91951ac/07.jpg" /&#62;
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&#60;img width="5000" height="2811" width_o="5000" height_o="2811" data-src="https://freight.cargo.site/t/original/i/5215db3176bc273c0d4fdb99bfd8ece2fe6e18011bd91355c8d573807449d510/08_o.jpg" data-mid="200212456" border="0"  src="https://freight.cargo.site/w/1000/i/5215db3176bc273c0d4fdb99bfd8ece2fe6e18011bd91355c8d573807449d510/08_o.jpg" /&#62;
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	&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/719a64c9dc9277869bbb1c213d5e4853de1d87e5a017a4c49fd3edeb0916d145/05.jpg" data-mid="200212465" border="0"  src="https://freight.cargo.site/w/1000/i/719a64c9dc9277869bbb1c213d5e4853de1d87e5a017a4c49fd3edeb0916d145/05.jpg" /&#62;
	&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/da7f088e6d280751031181c452af3e56ecc2e5a2a0bef5d1ee14d1c055be79c8/04.jpg" data-mid="200212467" border="0"  src="https://freight.cargo.site/w/1000/i/da7f088e6d280751031181c452af3e56ecc2e5a2a0bef5d1ee14d1c055be79c8/04.jpg" /&#62;

SERREZUELARebranding for one of Colombia’s largest flower exporters— a brand that successfully blends over fourty years of history with a modern identity touch.

	&#60;img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/564b7ee0d44b3a29ee83f8c2db6d93485e9ab1cc0e9c64f30794f3c82606fcf0/Actualizacion-de-proyectos--Catalogo-de-productos-Serrezuela-Flowers.-Elevar-un-simple-catalogo-comercial-a-traves-de-la-fotografia-y-el-trabajo-editorial-a-la-categoria-de-magazine-coleccionable-era-uno-de-nuestros-grandes-retos--5.jpg" data-mid="200216663" border="0"  src="https://freight.cargo.site/w/1000/i/564b7ee0d44b3a29ee83f8c2db6d93485e9ab1cc0e9c64f30794f3c82606fcf0/Actualizacion-de-proyectos--Catalogo-de-productos-Serrezuela-Flowers.-Elevar-un-simple-catalogo-comercial-a-traves-de-la-fotografia-y-el-trabajo-editorial-a-la-categoria-de-magazine-coleccionable-era-uno-de-nuestros-grandes-retos--5.jpg" /&#62;
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NUMA
	Numa is a new brand born in Madrid, Spain, with the idea of accompanying women in the exciting and demanding work of becoming mothers.

A two young mothers venture who decided to share their learnings as mothers and certified coaches, conscious of the value of healthy eating and the limitations of this stage. Numa does everything for them.



	The name (Numa) comes from the union of the words woman (NÜ) and mother (MÁ) in the native Chinese language, a culture from which many techniques are applied today to find a balance between body, mind, and soul.



	To create its visual identity, we decided to start from the origin of all shapes: the straight lines and curves that mean the masculine and the feminine, and from whose union infinite shapes can be given life, such as the typography created for its logo.The color palette is based on traditional earth tones mixed with vibrant colors to give it a more contemporary look.
	






TORA

	
	
Tora is a new audiovisual content producer for networks led by a woman. A visual identity that summarizes the power of its work.
In this case, we avoid the temptation of constructing a character alluding to her name and delegate that responsibility to the subtle typographic construction of the letter T.



	
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