During the partnership of Castells & Asociados and Safeway Corp. I had the opportunity to contribute as the Creative Director and writer for the account.

 

The range of work developed includes from adaptations and transcreations to materials for campaigns targeted to the Latino market like the “Vons Hispanic Test.” In the lather years I collaborated closely with the General Market Agency creative team to create campaigns that spoke to the bilingual, bicultural population across selected markets, like the introduction of the “Marcela Valladolid Brand” initiative.

 

This is just a small sample of the work that was developed.

 

Creative Direction and copy for all Spanish language executions: Patricia Annicchiarico

Agency: Castells & Asociados, partnering with General Market agency.