Copywriting / Concept

New Mexico State University wanted to strengthen its connection with Spanish-speaking students and parents. With Latinos making up more than half the student body, the goal was clear: speak in Spanish from the start and show what campus life really feels like.

The challenge was to keep it authentic. That meant ditching the glossy brochure look and creating moments that students and parents could see themselves in. As lead writer for, I developed two narratives that balanced the big future focus of college with the candid details of everyday life.

This creative gave Spanish-speaking families a genuine view of the university, one that felt true to life instead of staged. It also became NMSU’s first all-Spanish campaign and set a new bar for how the school connects with Hispanic communities across the region.