JAIRO CIURANA
Executive Creative Director with 19+ years connecting brand, demand and business transformation to drive growth across Europe, LATAM and North America.
Turning a launch into culture
SkyShowtime needed to make a legacy title feel urgent in a saturated streaming category. We leveraged Olympic star Yusuf Dikeç’s sudden rise to turn the launch into a cultural event, blending fiction and reality to drive earned reach, conversation and renewed relevance.
Turning identity into a brand platform
Devlyn needed a youth-facing eyewear brand that could feel relevant from day one. That is why we built XIKÚ from the ground up, turning a deeper, more contemporary reading of Mexican identity into a distinctive brand platform that drove fast traction and market leadership.
Reframing how a bank talks
BBVA wasn’t just launching a peer-to-peer payments app; it was beginning to behave like a digital company. We turned BBVA Send into a product story with a fresher tone and a connected ecosystem that drove record downloads and helped reposition the brand beyond traditional banking.
Creating value from rubble
By the time the headlines faded, the need had not. So instead of relying on urgency alone, we created value in return: artworks made from the rubble, later auctioned to raise new funds for the Mexican Red Cross.
Breaking category codes
No-Lice is an organic shampoo that treats lice and nits. It operated in a category dominated by childish codes and clinical claims. We repositioned it with a tougher voice and sharper craft, proving that a natural, cruelty-free formula could still fight lice ruthlessly, and turning the brand into the category’s top organic seller.
Reducing friction to drive action
FareShare is the UK’s largest charity tackling hunger and food waste. It faced a double tension: more people needed help, while potential donors were under pressure too. So we simplified both the message and the ask, focusing on one smaller habit shift people could immediately understand and act on.
Raising the status of creativITY
Every year, the Mexican Creative Circle celebrates its flagship event: the Círculo de Oro awards. But the festival needed to feel bigger than an awards show. We turned it into a statement about the difficulty and value of original ideas, elevating the people behind them and generating the visibility that helped drive record entries and attendance.