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CORONA

CREATIVE DIRECTOR + PHOTOGRAPHY

Client : Corona & The Green Apple Foundation

I served as the Creative Director and Producer for Corona Beer’s initiative in Cartagena, Colombia, collaborating with the Green Apple Foundation. Tasked with telling the story of a single Corona bottle's journey—from consumption to repurposing—I crafted a compelling narrative that showcases the intersection of sustainability and artistry.
This project secured a $50K grant, allowing us to employ six female artisans in Cartagena to transform discarded bottles into beautifully repurposed objects. Through strategic planning and on-the-ground collaboration with local communities, I highlighted the ingenuity of Green Apple’s efforts to clean the streets of Cartagena by recycling glass waste and turning it into functional art.
The campaign not only amplified Green Apple’s pioneering work in recycling but also elevated the role of artisans in reshaping how we view waste. By creatively directing this initiative, I helped Corona and the Green Apple Foundation position themselves as leaders in sustainability, making a tangible impact on Cartagena’s environment and waterways while celebrating local craftsmanship.

The Process

As the Creative Director for this initiative, I approached the project from two key angles to tell the story of Corona's impact in Cartagena, Colombia, where no formal recycling efforts exist beyond those of the Green Apple Foundation.
The first angle focused on the human experience—showcasing the craftsmanship of the female artisans who transformed discarded bottles into bespoke works of art. I directed the visual storytelling to emphasize the intricate production process, focusing on the hands of the artisans and the beauty of their finished creations.
The second angle highlighted the post-consumer use of these repurposed bottles. I collaborated with some of Latin America's most prestigious restaurants, such as Celele, to demonstrate how these creations, made from post-consumer waste, found their way onto the tables of Colombia's top dining establishments.
The content I developed not only captured the essence of the Green Apple Foundation’s work but also led to a generous response from the Corona team. They utilized the material to raise funds from stakeholders for the foundation and continued to showcase my work. This has opened the door to potential expansion of similar projects across other parts of the world.

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