FULL | WHEN FANDOM BECOMES PRODUCT

Argentina loves alfajores. But love wasn’t enough — we needed desire.

For YPF, we co-created a limited-edition Pistachio Alfajor designed to live where culture happens: TikTok.

The launch turned into a viral moment, driven by UGC, FOMO and real conversation — transforming an unexpected brand into one of the most desired products in the category.

I collaborated on the conceptual development, art direction and messaging of the campaign.