The hero video is the emotional centrepiece of the campaign, conceived for YouTube and designed to carry the full narrative weight of the creative concept. Built around real entrepreneurial voices, the film follows young people answering the call that changed their perspective, with the telephone serving as both literal prop and metaphor throughout.
The production required directing on-camera talent, overseeing the visual language of the piece, and editing for emotional impact. The goal was a film that felt authentic rather than produced, one that showed rather than stated what belief in someone can do. Projected to reach 70K with a 2.8% engagement rate based on the campaign's social media framework.
Video Production
Youth Business Spain: Campaign Strategy and Content Production
A full-campaign brief developed as the final project of the Master's in Creative Direction, Content and Branding at IE Business School. Working as part of a five-person team for Youth Business Spain, an NGO supporting young entrepreneurs across Spain, we developed a research-grounded campaign strategy from insight through to execution.
The work began with a clear strategic finding: the loudest barrier for young entrepreneurs in Spain is not structural, it is psychological. With Spain's youth unemployment rate at 25.6%, the highest in the EU, the problem we identified was not a lack of resources but a lack of belief. That insight drove the campaign concept, "La Llamada Que Te Impulsa" (The Call That Pushes You Forward), built around the idea that entrepreneurship with support is entrepreneurship with strength.
The campaign delivered across three formats: a long-form hero video for YouTube, a short-form activation series for Instagram and TikTok, and a static visual campaign. Each piece was designed to serve a distinct role within the wider media strategy, targeting both aspiring young entrepreneurs and secondary audiences including corporate sponsors and policymakers.
My contributions spanned campaign strategy, creative concept development, copywriting, photography direction, and video production. The project required working across the full creative process, from research and positioning through to on-set production and final content output.
Big Ideas,
Real Impact
A series of short-form videos filmed in public spaces around Madrid, capturing unscripted reactions and personal stories from real people engaging with the campaign. Ten videos, each building a moment of genuine connection around the central question of entrepreneurship and self-belief.
The activation series was designed for Instagram and TikTok, shot and edited for the scroll: immediate, human, and shareable. The format was chosen specifically because real faces and unscripted moments scale organically in a way that polished content does not.