As Senior Art Director at Monks, I developed social campaigns for El Super, part of Chedraui’s grocery portfolio. Working across strategy, social, design, copywriting, production, and project management, I helped take ideas from concept through photography, video, graphics, and animation. When the Creative Director was away, I stepped in to guide the design team and lead art direction.
“Modern Rituals” celebrated the everyday food traditions that bring people together. I helped shape content around culturally rooted grocery inspiration, ready-made and catering options, and digital coupon savings—connecting seasonal occasions with practical ways to shop at El Super.
I also contributed on set as a chef and food stylist for select video shoots, preparing and styling dishes for camera and helping produce recipe-driven social content.
Title: Senior Art Director
Agency: Monks
Client: Chedraui — El Super
Agency: Monks
Client: Chedraui — El Super
Hecho Fresco
Made from scratch. Fresh every day. We went behind the counter to showcase the ingredients and care behind El Super’s aguachile, conchas, tortas, and tortillas.
Cómo Se Usa
Familiar favorites, fresh possibilities. We shared creative ways to enjoy pan dulce and fire up the grill, helping shoppers get more from their El Super finds.
$25 Meal Challenge
We put budget-friendly meals in motion with conveyor belt animations—building dinners under $25, lunches under $15, and snacks under $10, one ingredient at a time.
Digital Coupons
Scan. Sign up. Save. We used motion graphics to show shoppers how to access El Super’s digital coupons and unlock extra savings on everyday essentials.
Hispanic Heritage
“Sazón is in the air this month.” We celebrated Hispanic food traditions through recipes and the stories behind favorite dishes, connecting culture to flavors found at El Super.
Pick Your Spread
Wings or tacos? Ice cream or tres leches? Instagram polls put game-day favorites head-to-head before the reveal: “You don’t have to choose. Get everything at El Super.”
Preview of the Month
We put El Super on the calendar, connecting October celebrations, game days, and weekly deals in one easy overview—giving shoppers reasons to make every visit a ritual.
