J BALVIN
J BALVIN X SOUR PATCH KIDS
Ideated and contributed to the launch of a high-impact brand partnership between J Balvin and Sour Patch Kids aligning with his 2025 Back to the Rayo Tour. The collaboration featured a national sweepstakes offering fans exclusive prize eggs filled with signed J Balvin merch, his Rayo album, and limited-edition Sour Patch Kids Sour Eggs.
In addition to the sweepstakes, the brand activated an on-site experience at the Houston tour stop, just before Easter, where fans engaged with the Sour Patch Kids mascot and sampled the seasonal candy. This campaign creatively connected J Balvin’s playful personality with Sour Patch Kids' mischievous brand identity, delivering multi-touchpoint fan engagement across digital and live platforms.
J BALVIN x SUBWAY SURFERS
I contributed to the creative conceptualization, shaping a strategy that leveraged the global reach of Subway Surfers, J Balvin, and PlanetPlay to drive environmental action through engaging gameplay and digital integration.
The campaign introduced J Balvin as a playable character in Subway Surfers, with proceeds from character purchases supporting the Hongera Clean Cookstove Project in Kenya. Players earned “green coins” redeemable for in-game items through PlanetPlay’s marketplace, seamlessly combining sustainability with gameplay. Limited-edition t-shirts featuring Balvin-inspired designs were also available, each bundled with a carbon offset of at least 100 kg CO2.
Balvin’s character was available for three weeks, re-launching for a surprise limited run in January 2024. Fans could listen to his single “Dientes” in-game and participate in a social media challenge to beat Balvin’s high score, with prizes including signed merchandise and in-game rewards.
The campaign offset over 2,000 tons of carbon emissions and saw players who purchased Balvin’s character complete three times more runs than average. It reached over 10 million fans across social platforms, delivering strong engagement and showcasing the potential of gaming and music to inspire climate action.