Falabella Bank

Social Media

Video Editing

Strategy

Paid Media

I worked with Falabella Bank (Banco Falabella), designing social media and digital campaign assets informed by insights from Google Analytics, marketing research, and A/B testing.

I developed key visuals and visual pieces while maintaining strict brand and campaign consistency, adapting creatives to different stages of the sales funnel. Each asset was tailored to the user’s moment, such as credit approval, consideration, or conversion, ensuring visual coherence across touchpoints while responding to the user’s specific context and intent at every step of the journey.

CASE 1 - GENNIALS: Designing for Real-Life Milestones

Insight

Research revealed that many millennials were acquiring debt to purchase their first apartment, with a strong concentration among couples rather than individuals.

Concept

We built the Gennials campaign around real-life milestones, positioning credit as a practical step toward shared goals. Visuals were grounded in relatable domestic settings and personas that mirrored the target audience.

Visual Direction

Initial A/B testing compared individual versus couple-based imagery.
Assets featuring couples in a new-apartment context consistently outperformed, leading us to standardize this direction across the campaign while maintaining brand consistency.

The second option had better performance, and from that came the next one

Other visuals were made later using the same insight but for other moments in the funnel

CASE 1 - Designing for Life-Stage Decisions

Insight

Research showed that for Gen X users, the primary trigger for acquiring life insurance was having a child, a moment strongly tied to long-term security and future planning.

Concept

We positioned life insurance as a way to protect future plans, connecting the product to family responsibility rather than abstract financial risk.

Visual Direction

Buyer personas informed the selection of family-centered imagery, portraying everyday moments with young children in safe, familiar home environments. The visual language emphasized warmth, stability, and reassurance while staying aligned with the brand.

Cases like this were the bread and butter of every day

Behind every piece is an insight translated into visual form. Behind every iteration is a deliberate consideration of where the audience stands in the sales funnel.

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Falabella Bank

Social Media

Video Editing

Strategy

Paid Media

CASE 1 - GENNIALS: Designing for Real-Life Milestones

Insight

​Research revealed that many millennials were acquiring debt to purchase their first apartment, with a strong concentration among couples rather than individuals.

Concept

We built the Gennials campaign around real-life milestones, positioning credit as a practical step toward shared goals. Visuals were grounded in relatable domestic settings and personas that mirrored the target audience.

Visual Direction

​Initial A/B testing compared individual versus couple-based imagery. Assets featuring couples in a new-apartment context consistently outperformed, leading us to standardize this direction across the campaign while maintaining brand consistency.

The second option had better performance, and from that came the next one

Other visuals were made later using the same insight but for other moments in the funnel

CASE 1 - Designing for Life-Stage Decisions

Insight

Research showed that for Gen X users, the primary trigger for acquiring life insurance was having a child, a moment strongly tied to long-term security and future planning.

Concept

We positioned life insurance as a way to protect future plans, connecting the product to family responsibility rather than abstract financial risk.

Visual Direction

Buyer personas informed the selection of family-centered imagery, portraying everyday moments with young children in safe, familiar home environments. The visual language emphasized warmth, stability, and reassurance while staying aligned with the brand.

Cases like this were the bread and butter of every day

Behind every piece is an insight translated into visual form. Behind every iteration is a deliberate consideration of where the audience stands in the sales funnel.

Research revealed that many millennials were acquiring debt to purchase their first apartment, with a strong concentration among couples rather than individuals.

Initial A/B testing compared individual versus couple-based imagery.
Assets featuring couples in a new-apartment context consistently outperformed, leading us to standardize this direction across the campaign while maintaining brand consistency.