Twelve months of creative direction and continuous production turning every product, opening and consumption moment into recognizable content for Panama.
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A clear look at the context we received and the decisions that guided the work.
Tim Hortons arrived in Panama as a brand-new name, with no local community or recognition. The challenge was to lead the creative direction of its social content and sustain twelve months of aggressive production to establish the brand from scratch in a market that didn't know it yet.
I led the creative direction of the social content and handled production and post-production of every video throughout 2025, plus the photo sessions for new products and launches. A high, consistent cadence with a coherent visual line built to grow brand recognition month over month.
A concise selection of pieces and moments that makes the full system easy to understand without turning the case into an endless archive.
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