Sergio Fermin

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 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.

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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

Co-branded 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.

Chase IHG Tiktok

Client Ask/Background
Chase-IHG wants to test the world of TikTok. Platform is unknown and unproven to them.
Rationale
Tik Tok has 164+MM monthly users in US, with younger skewing audience, making it an attractive platform for promoting their entry level "no annual fee" Traveler card.
Strategy
Bridge the Finance and Travel communities on TikTok to build awareness of the card and key benefits.
Tactics
Leverage popular evergreen TikTok trends to create a set of videos that feel native to the platform.

POV: A 4th Night Free
TREND: This concept combines the evergreen "POV" trend with a simple but popular #traveltok transition device (i.e., a short jump) to highlight the benefits of having and using an IHG One Rewards Traveler Card.EXAMPLES:
POV: https://www.tiktok.com/@isabellamjohn/video/7226356741238164782
Jump: https://www.tiktok.com/@tatpiller/video/7203044201712405766WHY/HOW IT WORKS:
The POV convention invites viewers to imagine what it may be like to have and use an IHG One Rewards Traveler Card and to reap its rewards.Other Toks in the series could include: “POV: with No Annual Fee” and “POV: earning points x 3” (highlighting the 3X earn on utilities, dining and gas), etc.

How It Feels
TREND: These Toks take the evergreen "How It Feels" trend to a whole new level by employing a super fun transitional device, playfully illustrating just how much better life can be with a new item or experience (i.e., with the IHG One Rewards Traveler Card).EXAMPLES:
https://www.tiktok.com/@baydeann/video/7322231895088057643
https://www.tiktok.com/@travelingwithsamantha/video/7288710772786564383
https://www.tiktok.com/@archxvs/video/7322156233270644000WHY/HOW IT WORKS:
Our Toks will illustrate the incredible power of the Traveler Card by making the card itself the "magical" device, which transforms the cardmember's life for the better.Each time they touch the card, they're transported to an exciting new travel-related experience. And each time they let go, we briefly return to their everyday life, playfully underscoring the contrast.

Chase IHG Tiktok Case study

Final Video POV 4th Night Free

Final Video How it Feels

Preproduction

Scouting + Logistics

Production

Day of Shoot—BTS

Post Production

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. 18+ 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 BusinessINDEPENDENT, 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, FuseCLINE DAVIS & MANN, NY — ART SUPERVISOR
SEP 2015 - APR 2018L’OREAL, NY — FREELANCE SENIOR AD
SEP 2014 - APR 2017
Dark & Lovely, Au-Natural, Amla LegendHAVAS LYNX, NY — SENIOR AD
SEP 2010 - APR 2015TECH SKILLS
Adobe CC (Photoshop, Illustrator, InDesign, Premiere, After Effects) Sketch, Figma, Davinci ResolveEDUCATION
School of Visual Arts, New York — BFA Advertising 2002 - 2006

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