Jonatan Maldonado

Winner of: ADC: Gold Cube & 5 shortlists; Clio: shortlist; National Addys: Judges Choice award, Gold & 2 Silvers; Communication Arts Illustration Annual; Graphis Poster Annual 2023: Silver.

There are lots of bourbon whiskeys that look and talk the same way. But 1792 is a little different–more urban, more stylish, more sophisticated. So, we decided to embody that difference and put it at the heart of a new campaign called ‘UNtypical’.

We launched ‘UNtypical Stories’, a digital and social initiative that features untypical nights, and untypical ways of bringing them to life through highly crafted animation and sound design. We partnered with talented director Ariel Costa from Hornet to bring this to life.

In addition, we launched a range of ‘UNtypical’ posters inspired by vintage European illustrated posters. A new, sophisticated look and feel for a more sophisticated bourbon.

Role: ECD/AD, with Aron Cleary (ECD/CW) & Dave Damman (CCO).

Director & Illustrator: Ariel Costa

Winner: One Show Shortlist; ADC 2 Shortlists; Webby: People’s Voice Nominee & 2 Honorees.

This film series highlights the powerful things that happen when people gather and break bread. It’s a tribute to the people across America that work hard to build community, support each other and foster a much-needed sense of unity and togetherness.

We partnered with director Lance Oppenheim, (Some Kind of Heaven), to follow The Tap Chicks in Pasadena, a group of fun and charismatic women who help each other thrive through tap dancing; The Mushroom Club of Georgia, a diverse group who find common ground through nature, curiosity, and mushrooms and The 504 Boyz in New Orleans, a group of black urban cowboys who cook together, ride together and heal together.

Role: ECD/AD with Aron Cleary (ECD/CW) & Dave Damman (CCO).

Winner of: One Screen Short Film Festival; ADC Silver Cube; ADC 99 Book of Craft; Webby Honoree; Grand Prix ANAs’ Multicultural Marketing & Diversity.

We partnered with iconic artist Kim Jung Gi to pay tribute to the work and influence of Asian Americans in the art of storytelling. We created a three meter wide mural that showcased the contributions of Asian Americans in front of and behind the camera. We also created a series of collectible art cards with KJG's illustrations.

As a centerpiece, we created a 5min documentary film about KJG and his thoughts on Asian Americans in film and storytelling.

All of these pieces were released at the Asian American Film Festival (CAAMFEST) in San Francisco during Asian American Pacific Islander Heritage month 2019.

Role: CD/AD, with Jeb Quaid (CD/CW), and Dino Spadavecchia (ECD)

Illustrator: Kim Jung Gi (1975-2022)

Winner of: Silver Clio; Webby Honoree; The One Show: 2 shortlists; ADC shortlist; National Addys: 1 Gold, 5 Silvers. Selected Best Campaign by Blackstone brands.

Servpro, the leader in industrial cleanup and restoration in the U.S., is the 10th largest franchise chain in America, next to Taco Bell and State Farm.

We gave the brand a refresh and launched an integrated campaign dramatizing the brand promise “Like it never even happened” in an impactful and entertaining way.

The campaign broke through category norms, made the tagline “Like it never even happened®” famous, reaffirmed the brand’s position as category leader, and had an unprecedented impact on brand awareness and preference.

Role: ECD/AD with Aron Cleary (ECD/CW) & Dave Damman (CCO).

The X1 remote makes it easy to stream in-language content from around the world with just one voice command.

So we found a parallel between X1 and biculturals: X1 makes searching for content look easy, and biculturals make combining two cultures look easy too.This insight led us to our platform: Impossibly Easy.

To bring the idea to life, we partnered with twin Indian-American dancers, Poonam & Prianka - and Asian-American Bboy and freestyler, Gyroe The Magnificent. We created bespoke choreographies that seamlessly incorporated the X1 Voice Remote, and that blended American styles with South-Asian and Asian styles.

We created online videos, broadcast and organic content shared by the performers on their own social platforms.

Role: CD/AD with Aron Cleary (CD/CW). Social assets with Eric Santarsiero (Jr. CW) and Tim Mendez (Jr. AD)

Director: Michael Gracey.

Still photography: Tim Mendez.

Winner: Communication Arts Illustration Annual; ADC: 2 shortlists.

This playful post-pandemic campaign inspired people to go outside and reconnect with their loved ones.

A charming animated video reminded our audience of those moments that only happen when we're on the road together. Argentinean singer/songwriter Loli Molina wrote and performed the heartwarming original song that brings this spot to life.

We also created postcards so our audience could invite others to join in on the fun, as well as stickers to be use on social media and IRL, billboards, in-store material and digital pieces.

Role: ECD/AD, with Aron Cleary (ECD/CW), & Dave Damman (CCO).

Featured in: Communication Arts Advertising Annual 2020; Lürzer’s Archive 6/19; Permanent exhibit at the Poster House Museum NYC.

To remind people to get the real facts about milk, we created a series of satirical wild postings that compare milk myths to other hoaxes and conspiracy theories. Referencing the promotional materials of snake oil salesmen and circus promoters, we worked with illustrator Johnny Sampson who drew everything by hand to give the artwork an organic and authentic look.

Role: CD/AD with Aron Cleary (CD/CW) and Dino Spadavecchia (ECD)

Artist: Johnny Sampson

What does an iconic brand famous for its Southern heritage have in common with Hispanics? A lot, but Hispanics didn’t know it. So we drew on the shared values of generosity, hospitality and sense of community to turn a casual familiarity with the brand into a deep connection.

We created a series of online videos where we helped real Hispanics show their gratitude to those special people in their lives with a sweet surprise, and a meal.

Role: CD/AD with Aron Cleary (CD/CW)

This poster series was part of a brand refresh that included a new look and feel and bolder brand messaging style. Being a quick turnaround and low-budget project, I designed these posters with the help of AI-generated illustrations curated to fit the intended hand-drawn style.

Role: Freelance ECD/AD, with Dave Damman, CCO.

Winner: Graphis Design Annual 2023: Silver & multiple Addys.

For 50 years, the story of Buntin has been a story of forward movement, inspired by and born of the ever-changing spirit of Nashville. And like the best stories, it’s the anticipation of the next chapter that drives it. So when the agency moved to the railyard district, it was time for a new brand identity and positioning that captured the values it shares with its city as well as its continual journey toward the next destination.

We created a new brand identity, new logo, new website, brand book and posters to launch a new philosophy: Conviction always beats attention.

Role: ECD/AD, with Aron Cleary (ECD/CW), Dave Damman (CCO) & Dan Ferro (Design/AD).

Fall, 2016. A time of uncertainty and divisiveness for everyone, especially for Hispanics.

In this context, how do you launch a voice remote that understand commands in Spanish and English?

We turned it into a symbol for unity. We partnered with an up and coming twin duo millennial artists, ‘Metanoiz’ to co-create a song and a performance where rhymes and rhythms seamlessly combined two languages and delivered one powerful message of hope and unity.

We chose to premiere the spot at key media moments for our audience: the The Latin American Music Awards and the Latin Billboard Awards.

Winner: Silver Effie

Role: ACD/Art with Aron Cleary (ACD/CW) and Carlos Tornell (CD)

This project went live during Alzheimer's awareness month in 2014. It consisted of a website that allowed anyone to help the Alzheimer's Association by donating–not money but photos.

By signing up on Unforgettable.com, anyone could upload their own personal photos, donating them to a special image bank. When any of these images were used, the proceeds went directly to the Alzheimer's Association California Chapter. 

By the end of the month, Unforgettable.com collected around 6,000 images from people all over California, fulfilling its goal to raise funds and awareness for Alzheimer's.

Responsible from client: Jean Dickinson, Alzheimer’s Assn. Southern California Chapter.

Role: CD/Art with Ana Lazareff and Cameron Murray, CWs.

National print campaign to promote the Xfinity Stream App. Back from when the concept of different-people-watching-different-content-under-the-same-roof was something new.

Role: CD/AD with Aron Cleary (CD/CW) and Dave Damman (CCO)

Photography: Javier Tles

To launch Comcast Xfinity's Language Choice feature, the first bilingual experience of its kind, we dramatized a simple truth that every bilingual person can relate to: we fluidly switch between languages depending on the situation and the emotions involved.

Role: ACD/AD with Aron Cleary (ACD/CW).

Photography: Javier Tles / Fernando Marroquín

Published in Archive

During the height of the pandemic, we partnered with renowned Mexican animator, illustrator and painter Jorge Gutierrez to create posters and masks that inspire kids to Stay Strong, sponsored by got milk?

Milk has always been there for kids - and this is a time when milk can be there to support and encourage them in a broader, not just nutritional, way. We wanted to create a positive campaign that inspires kids to keep moving forward in these difficult times - mentally, emotionally and physically. And we wanted to encourage all kids from all backgrounds to stay strong, and remind them that things will get better.

That's why we placed so much emphasis on partnering with an artist that has an inclusive and multicultural point of view, as well as someone with arresting visuals and an endearing style – so we were absolutely delighted when during our first Zoom call with Jorge he said he’d love to get on board.

Role: CD/AD with Aron Cleary (CD/CW) and Dino Spadavecchia (ECD).

Regional print campaign to launch a fully redesigned family of laptops and tablets. This campaign ran in all markets in LATAM.

Role: ACD/AD with Juan Oubina (ECD)

Photography: Urko Suaya

Winner of Bronze at The One Show Entertainment. Featured in AdAge as well as multiple national news outlets.

How do you convince US Hispanics to switch from their favorite small insurance agents to a giant like State Farm? By reaching their heart.

We created a traditional Mexican band and followed them as they toured, recorded an album and even starred in their own reality TV show on Telemundo.

Their first single was about the real struggles they faced when they arrived in the US with nothing and was called "Ahí estoy" which reflects State Farm's tagline in Spanish.

This project won One Show Entertainment Bronze Pencil for Branded Content and was featured in Ad Age's Top 50 ranking.

Role: AD with Federico Tello (CD/CW) and Juan Caffieri (CD/AD) & Cristian Reslen (CEO).