Oriental Bank

As the copywriter for Oriental Bank, I helped develop a brand platform that repositioned Puerto Rico's second-largest bank as a modern, customer-centric alternative to traditional banking. Through integrated campaigns spanning mass media, digital, experiential, and guerrilla channels, we focused on making banking feel more accessible, seamless, and human.

One of the campaign's signature ideas used the double meaning of the Spanish word banco (bank/bench) to show that Oriental Bank is wherever you are. The work helped the brand stand apart in a crowded category and grow market share in a challenging economic environment.