Marías Gamesa is a well-known Mexican brand of wheat biscuits, available across the United States, Central America, and South America. I contributed to their U.S. Mother’s Day social media campaign, creating a series of four videos: two designed for Instagram Stories and two for in-feed Reels.

Each video tells a distinct story while maintaining the brand’s warm, comforting, and nostalgic visual language. After receiving the brief, defining the scope for each asset, and reviewing the brand guidelines, I developed and executed the creative direction for every piece.

For the in-feed content, a key requirement was to avoid branded fonts in favor of platform-native typography, while still incorporating the brand’s color palette. One video focused on a recipe concept, while the other explored a more experimental approach. I developed a “wild card” concept designed to stand out in a crowded social feed by capturing a heartfelt, scroll-style narrative that highlights different mothers’ stories in an authentic and engaging way.