Disclaimer: The previous video is a concept mockup created using stock footage and footage of other campaigns to visually represent the campaign manifesto. It only serves as a reference for tone, messaging, and creative direction.
An invitation to BUILD.
CEMEX, 2024.
After CEMEX’s global rebranding, the company wanted to communicate its transformation from the inside out by reinforcing its culture, values, and behaviors. We were invited to pitch their campaign, and 'BUILD' was born, a simple yet bold representation of CEMEX at its core.
The campaign invites people to connect with themselves, their peers, and the company, strengthening their sense of pride and belonging.
INTEGRATING AI: The photography in our masters was created using Midjourney AI to accurately represent the feelings, diversity, and situations we wanted to portray, going beyond what already exists to create something truly unique for this project.
Antonio Hidalgo [Creative Direction & Copywriting]
Caro Alanis [Art Direction & Graphic Design]
Sara Brull [Project Management & Strategy]
Mmasm [Agency]