Sergio Fermin


Group Creative Director

Palante hbo max : Social Video

Pa'lante HBO Max is the multi-cultural division of HBO.Working with a social strategist, we transformed snippets of shows to lean into the momentum of latest trends, and pop culture references.This successfully accomplished three things: Engaged conversations with the Latino community, helped viewers discover the vast collection of properties on the HBO platform. Increased subscriptions and followers.This video is a behind the scenes of developing editorial and social content. The Pa'lante visual identity was extended into social content by using subtle branding accents like colors, art work, texture, and fonts. Light video editing, motion graphics, color correction and more.

Chase: 360 Digital


Chase Intercontinental Hotels Group

The single minded message for each card:
TRAVELER CARD
With No Annual Fee, get travel rewards your way with the no-fee Traveler card.
PREMIER CARD
If you love travel rewards and memorable stays at IHG® Hotels & Resorts, get more of them to travel your way with the Premier card.
PREMIER BUSINESS CARD
The Premier Business card lets you turn your small-business spend into travel rewards you can use your way—in the way that works best for you.
3 Campaigns across 3 credit cards: Traveler, Premier, and Premier Business.
Campaign: Work Your Rewards
Campaign: Feel Free
Campaign: Choose your way
Creative spans across paid media: Banner sizes (300x250, 300x600, 160x600, 320x50, 728x90, 900x250) Native Ad Partners like Uber, Kargo, Condé Nast, Pinterest OLV's and more. Above are the OLV's where you can see the general work that was tailored across platforms. Art direction: While the family of cards have the same font, they have their own distinct look, using brand colors. Also, imagery is selected based on data insights. Traveler card customers love pool/beach scenery and prefer more domestic locations. Premier customers prefer to see luxurious interiors such as lobbies, and business customers prefer to see international pool/beach properties–not conference rooms. The brand bar quickly lets customers get a peek of the diverse brand portfolio. The end screen drives a CTA to the offer.


Banner Ad Examples


Chase for Business

This retention campaign speaks to Small Business owners, who do not qualify for a personal banker. The goal is to reinforce clients' decision to bank with Chase and give plenty of reasons to stay. The execution is an all encompassing landing page—it supports ongoing digital efforts that makes clients feel they are at the right place, for flexibility, security, and growth, all in one platform.


Chase United

Extending the Rewarded campaign with imagery, color, iconography, design elements and more—for print banners, brochures, seat cards, and Flight-attendant new-hire reference cards.


Chase Auto

Digital auto booklet that showcases special limited-time offers exclusively for Chase customers. This is a unified layout satisfying brand guidelines from each auto maker and Chase.

Nike Valiant Labs

Art direction and video post production for Olympya, a motherhood wellness app. ~100+ assets that required video editing, light motion graphics, color correction and more.

L'Oréal

Social videos for the multi-cultural division of L'oreal. Hair product brands include Dark and Lovely and Amla Legend.

Polaris

Social video for Polaris X Latinas Poderosas: International Female Ride Day. Shot on iphone, edited and graded in Davinci Resolve.

Miscellaneous

Impromptu Social video for Pro Skater Air Damon. 15K+ views. Shot on BMPCC4K, edited and graded in Davinci Resolve. The edit utilizes speed ramping to really add detail to each stunt. It shows not just the successful stunts but also the falls—to bring out Air Damons personality, in which he turns to a young fan and says "It's ok if you fall, as long as you get up to try again". Wrangling the crowd, I encouraged them to cheer for each stunt and then in post, added practical sound effects like an outside crowd cheering to control the amount of cheering for each moment. The gold skates symbolize subculture, hiphop, and is associated with gold chains. It was important this did not get lost in the light colored pavement so for the grade, Teal was added in the shadows to make the gold skates pop.

Resume

Summary
LA based creative. 14+ years agency experience. A mix of digital, and branding in the beauty, entertainment, and finance advertising verticals. Hands-on, high level concepts, pragmatic client skills and management chops.


Work Experience
QUIGLEY SIMPSON, LA — CREATIVE DIRECTOR
DEC 2018 - PRESENT

Chase Intercontinental Hotels Group, Chase United,
Chase Freedom/Slate/Sapphire, Marriott, Chase for Business
INDEPENDENT, LA — FREELANCE SENIOR AD
• 2021 HBO Latino + Latinas Poderosas
• 2020 Nike Valient Labs + Word Agency
• 2018 Quigley Simpson; Chase Intercontinental Hotels Group
• 2018 Davis Elen; GreatCall
• 2018 Vayner Media; BluPrint
• 2018 Cashmere Agency; HBO, BET, Fuse
CLINE DAVIS & MANN, NY — ART SUPERVISOR
SEP 2015 - APR 2018
L’OREAL, NY — FREELANCE SENIOR AD
SEP 2014 - APR 2017

Dark & Lovely, Au-Natural, Amla Legend
HAVAS LYNX, NY — SENIOR AD
SEP 2010 - APR 2015
TECH SKILLS
Adobe CC (Photoshop, Illustrator, InDesign, Premiere, After Effects) Sketch, Figma, Davinci Resolve
EDUCATION
School of Visual Arts, New York — BFA Advertising 2002 - 2006

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