Creative Thinkers

Creative Flavor: Alonso Arias Isn't Afraid of the Project Nobody Wants

MARCA'S creative director embraces the small campaign with 'big idea feel'

Creative Flavor: Alonso Arias Isnt Afraid of the Project Nobody Wants — The Dallas-based creative director's early work featured J Balvin before it was cool.Alonso Arias

By Shannon Miller

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These days, Colombian performer J Balvin—otherwise known as the “Prince of Reggaeton”—is considered advertising gold amongst legacy brands like UPS and McDonald’s. But back in 2014, the singer was still growing his audience with the help of brands like Coors Light and creative marketers like Dallas-based creative director Alonso Arias.

To help document J Balvin’s first U.S. tour, the brand launched a social media campaign called #DiarioDeUnaGira, which turned tour moments into digital experiences for fans—while helping the brand find new relevancy among Hispanic audiences.

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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