For the 2024 Latin Grammy Awards, I was tasked with creating three backstage social media videos for GEICO’s VIP Access campaign.

The goal was to deliver natural, authentic content that resonated with the US Hispanic audience (18+). The challenge? A tight turnaround — the videos had to be delivered on the same day while working remotely with content creators based in Miami.

— Focused on selecting three key backstage moments that felt organic and authentic, aligned with the brand’s tone.

— Managed real-time content delivery from Miami while editing remotely in Mexico.

— Carefully selected the most engaging moments to match GEICO and the sales team’s guidelines.

— Adapted the content for multiple platforms — Instagram, TikTok, Facebook, and YouTube Shorts — optimizing for each format to maximize reach and engagement.

— Delivered all three videos on time, exceeding the expected engagement rate.

— 2.2M+ video views (116% of the target).

— 4.5M impressions and 60K+ engagements across platforms.

— Strong performance on Instagram (46.5% of total views) and Facebook (28.9% of total views).

— Higher engagement from the 18–24 and 35–54 age groups, with a 2.9% ER (2.3x higher than the benchmark).

As part of my extended collaboration during Latin Grammy Week, I edited and produced a series of original rehearsal videos for Univision’s social platforms. These featured playful interview dynamics like “Regresando el Tiempo”, “Huellas Musicales”, “Pencil Nose”, and “Reacciona si ganas el Grammy” — offering a fun, humanized take on the artists’ personalities.

I proposed the overall structure for these pieces, guiding the artists through each segment. The videos featured Carlos Vives, Mau y Ricky, Yeri Mua and more, capturing backstage energy with a fresh, dynamic angle.

All content was delivered in a fast turnaround, maintaining a premium look and feel while respecting Latin Grammy’s editorial guidelines. These clips contributed to building momentum on platforms like Instagram, Facebook, TikTok, and YouTube Shorts — further engaging the audience in the lead-up to the show.