From 2021 to 2025, I played a key role in shaping Xfinity’s culturally relevant campaigns, leading creative development from concept through execution across digital, social, and broadcast platforms. I brought strategic thinking and a deep understanding of multicultural audiences, especially bilingual and Hispanic segments, to campaigns like Unbeatable Internet and Light the Way, among many others. By directing visually compelling storytelling and collaborating closely with designers, copywriters, and production partners, I ensured every asset aligned with the brand’s vision and connected authentically with its diverse audience. My work helped translate Xfinity’s core offerings into bold, memorable creative that elevated the brand’s cultural presence and audience engagement.
Challenge
Xfinity sought to strengthen its connection with an increasingly diverse audience across the United States, particularly targeting bilingual and Hispanic communities in major cultural hubs like Los Angeles. The challenge was to move beyond traditional telecom advertising and create work that reflected the lives, values, and aspirations of modern consumers—across broadcast, digital, social, and experiential platforms.
Insight
The core insight behind many of these campaigns was the cultural identity of the “200 percenters”—individuals who feel 100 percent American and 100 percent Hispanic. This group navigates multiple cultural worlds and expects brands to meet them there with authenticity, speed, and creativity. In addition, the growing demand for internet reliability and mobile flexibility created an opportunity for storytelling that went beyond product to speak to possibility and empowerment.
Solution
From 2020 to 2025, I helped lead the creative direction for a wide range of Xfinity campaigns that celebrated speed, access, and cultural pride. These included the award-winning Unbeatable Internet campaign, which used bold visuals and talent like Becky G to speak directly to bicultural Gen Z and millennial audiences. I also helped shape Light the Way, a campaign centered around Olympic breakdancer Victor Montalvo, whose narrative embodied determination, heritage, and representation on the world stage.
In each initiative, I worked closely with multidisciplinary teams to develop visual concepts, craft messaging, and oversee production. I ensured campaigns were optimized for social-first behavior and built for multiplatform deployment—spanning television, CTV, social media, events, and branded content. My approach combined strategic insight with high-impact creative execution to deliver messages that felt both personal and powerful.
Results
While many performance metrics remain proprietary, the impact was visible across brand recall, digital engagement, and earned media. The Unbeatable Internet campaign became one of Xfinity’s most recognized cultural efforts, while Light the Way marked a historic moment of Latino representation in sports marketing. These campaigns, among many others I helped bring to life, strengthened Xfinity’s position as a brand that understands and uplifts multicultural America.
Takeaway
Over five years, I contributed to a body of work that blended cultural insight with compelling creative. Through collaboration, leadership, and deep audience understanding, I helped position Xfinity as a brand that not only connects devices but also connects meaningfully with people.