Jonatan Maldonado

A brand platform designed to celebrate the people who do amazing things with Quantum Fiber Internet.

Quantum Fiber is the internet’s favorite internet. So instead of talking about their high-speed WiFi, great customer service and awesome prices, we decided we needed to behave like the internet itself and promptly wrote some over-the-top love songs. Ad Age called it a “vibrant, offbeat celebration of the people who make the internet worth logging on to.” Also featured in LBB.

Director: Terri Timely

Role: CD/AD with Aron Cleary, CD/CW & Dave Damman, CCO.

Agency: Petermayer

A distinctive global positioning for a crowded category

We created a differentiating brand strategy, visual world, tagline, tone of voice, and creative campaign to successfully reposition 1792 as a sophisticated bourbon vs. your typical woodsy Kentucky bourbon that people drink around the campfire. For Asia as well as the U.S. 

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.

Director: Ariel Costa

Role: ECD/AD with Aron Cleary, ECD/CW & Dave Damman, CCO. Posters designed by Ryan Bailey, AD.

From B2B restoration company to top 10 U.S. franchise

With an all-encompassing integrated campaign and brand refresh, we squarely put this cleanup and restoration franchise on the public’s radar. The category-breaking approach involved some epic simulation tests to prove Servpro’s expertise—the work had a huge impact on brand awareness, preference, revenue and profit.

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.

Director: Filip Engstrom

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)

Connecting with a young, diverse audience through an inclusive brand campaign.

A content-led initiative designed to reaffirm this iconic brand’s relevance. With this film series – and surrounding ecosystem of commercials and social content – we celebrated the power of gathering and honored the people across our country who build community. We launched with an anthem spot, followed by 3 short films.

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

Director: Lance Oppenheim

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

Translating product functionality into culturally relevant content.

We took the opportunity to turn a small product tutorial brief into an integrated campaign that connected with Comcast’s millennial Asian and South Asian audiences. Partnering with dancers Poonam & Priyanka and B-boy champion Gyroe the Magnificent, we co-created bespoke choreographies that incorporated the Xfinity X1 Voice Control to make a series of digital video and social content to promote the new product.

Director: Michael Gracey

Role: CD/AD with Aron Cleary, CD/CW.
Social assets: Eric Santarsiero, Jr. CW and Tim Mendez, Jr. AD. Still photography: Tim Mendez.

Satirizing misinformation to give people the real facts.

In a sea of confusing information, it’s hard for people to find the real facts about milk. This series of posters and print ads referencing snake oil salesmen and circus promoters like P.T. Barnum were designed to capture attention through wit and humor, and invite people to question the criticism circulating about milk in the media.

Featured in Communication Arts Advertising Annual 2020. Lürzer’s & Archive 6/19. Poster House Museum permanent collection.

Artist: Johnny Sampson

Role: CD/AD with Aron Cleary, CD/CW & Dino Spadavecchia, ECD.

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).

Identifying shared values to build a relationship with a new audience.

For Chick-fil-A’s first ever Hispanic campaign, we identified the commonalities between the company’s iconic Southern heritage and U.S. Hispanics. We drew on shared values of generosity, hospitality and community to turn a casual familiarity into a deeper connection. We pitched and won the business with this campaign.

Role: CD/AD with Aron Cleary, CD/CW.

A new suit for the next stage of an agency always in motion.

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.

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

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

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.

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)

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

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, CW and Cameron Murray, CW.

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

Supporting kids during the pandemic with fun masks.

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 & Dino Spadavecchia, ECD.
Artist: Jorge Gutierrez

Part of Poster House Museum’s permanent collection. Also published in Archive.

A reality TV-show and a touring band to sell insurance.

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.

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

Winner of Bronze at The One Show Entertainment. Featured in AdAge’s Top 50 ranking as well as multiple national news outlets.