Comercial Mexicana. Primavera Naranja

Comercial Mexicana's 'Orange Spring' campaign needed a central character that consumers could feel empathy toward and identify with.

Design a hero character whose actions and warmth mirror the everyday shopper, anchoring a seasonal retail campaign around an emotional, not transactional, lead.

A character-led campaign with art direction across retail media — posters, in-store and digital — where the Orange Spring character carries the story across every touchpoint.