LACTAID HISPANIC CAMPAIGN

Helping LACTAID connect with Spanish-speaking shoppers

LACTAID needed to highlight its portfolio of lactose-free dairy products in a culturally resonant campaign for U.S. Hispanic consumers. I partnered with multicultural agency Fluent360 to help shape the creative approach and bring the campaign to life.

The Campaign
Momentos Que Caen Bien is about rediscovering the foods and familiar rituals that bring us comfort and connection. Through the simple act of sharing a favorite drink, two sisters are transported back to childhood, remembering the flavors, family traditions and moments they've always loved. With LACTAID, they can enjoy those moments again without having to hold back. The campaign extended across broadcast, social and digital display, showcasing the breadth of the LACTAID megabrand portfolio.

Role and Responsibilities
As lead Creative Director, I partnered with Fluent360 to evaluate, refine and select the concept, then led client presentations and creative direction through production and final deliverables. Working closely with director Carmin Aisen, photographer Tito Villalobos and the broader creative team, I oversaw casting, wardrobe, set design and editing for the campaign.

I also joined the production in Mexico City, where speaking both English and Spanish helped bridge communication between agency, client and production teams, keeping collaboration moving and the creative vision on track. I'm particularly proud of building a strong partnership between Critical Mass and Fluent360 — bringing our teams together to create culturally resonant work that helps Hispanic consumers see how LACTAID products can fit into their lives.

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