Art Direction & Campaigns
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Don't Forget Your Loop
AD: Alexandra Villarreal
CW: Alexandra Villarreal & Damian Uribe
Loop Earplugs are repositioned from an afterthought to a daily essential. By connecting them to familiar daily rituals, we remind people to make Loops part of their everyday routine, preparing them for anything the day may bring like noise, distraction and chaos.
Big Idea
Most people don’t think about earplugs until they need them, like at a loud concert, a noisy commute, or when they’re struggling to focus. Ear protection is seen as situational, not essential.
By connecting them to familiar daily rituals, the campaign shows that Loops belong in your everyday routine by helping you stay prepared, focused, and ready for any situation the day may bring.
Insight
Execution
Loop Engage appears as a coffee bag, energizing social moments and encouraging connection. Loop Quiet takes the form of calming vitamins, supporting relaxation, travel, and focus. Loop Experience becomes a cereal box, capturing busy mornings and lively events.
In Action
Posts like ‘Festival Essentials’ and ‘Nighttime Routine’ with curated mood boards showcase Loop earplugs alongside other everyday essentials.
Designed to camouflage with lifestyle memes and trending posts, these visuals feel familiar to users’ feeds while subtly reinforcing the message that Loop belongs in everyone’s daily routine. The result is content that entertains and sparks engagement.
New American Table
Photography: Giovanni Ferrigno
AD: Alexandra Villarreal
SALT
For SALT, I led concept, art direction, and styling, curating content that felt moody, cheeky, and fresh while staying true to the brand. I developed a consistent visual language and introduced new imagery for each content day, keeping the feed cohesive without feeling repetitive.
Insight
Häagen-Dazs
Photography: Alexandra Villarreal
AD: Alexandra Villarreal
Insight
For this Häagen-Dazs shoot, I treated the product as part of a fully styled world rather than a standalone object. I leaned into a maximalist approach, blending Art Deco influences with the excess of an ’80s house party. Bold textures, layered props, and dramatic lighting were used intentionally to create a sense of indulgence and elevate the overall visual experience.
