WELCOME TO MENTEZURDA, CREATIVE SITE OF JACOBO PEREZ

ABOUT ME: LINKEDIN / TWITTER

My name is Jacobo Pérez, an Innovation Creative & Technocreative born in Barcelona and based in Madrid.

 

Working in the bridge between technology, business, trends & creativity designing experiences, products, services and campaigns for several companies such as Google, Nike, Tanqueray, Jose Cuervo, DIESEL, Reebok, Movistar, Domino’s Pizza, Mahou San Miguel or SONY.

 

Currently I’m Head of Creative Innovation at dommo, but earlier I worked leading other creative and design projects at Social Noise, TRAMUNTANA, Circus, Mirum, Foo, Flock or McGarry Bowen in several places as Barcelona, Madrid, Milano, Hamburg, Los Angeles, Mexico City, Tulum & Austin.

My name is Jacobo Pérez, an Innovation Creative & Technocreative born in Barcelona and based in Madrid.

 

Working in the bridge between technology, business, trends & creativity designing experiences, products, services and campaigns for several companies such as Google, Nike, Tanqueray, Jose Cuervo, DIESEL, Reebok, Movistar, Domino’s Pizza, Mahou San Miguel or SONY.

 

Currently I’m Head of Creative Innovation at dommo, but earlier I worked leading other creative and design projects at Social Noise, TRAMUNTANA, Circus, Mirum, Foo, Flock or McGarry Bowen in several places as Barcelona, Madrid, Milano, Hamburg, Los Angeles, Mexico City, Tulum & Austin.

< PROJECT 1 / 8 >

Google: The day we created the first non-human fashion designer

Google: The day we created the first non-human fashion designer

THE CHALLENGE
CREATE AN INNOVATIVE CAMPAIGN TO PROMOTE GOOGLE+ FASHION:
A DIGITAL FASHION WEEK CREATED BY GOOGLE THAT IS DISPLAYED VIA GOOGLE HANGOUT.
KEY QUESTION
CAN A CREATIVE MIND BE REPLACED BY TECHNOLOGY?
THE ANSWER
ROSE, A GENETIC ALGORITHM CAPABLE OF CREATING FASHION COLLECTIONS.

PROJECT: ROSE
CLIENT: GOOGLE
AGENCY: FLOCK
ROLE: INNOVATION CREATIVE DIRECTOR
SKILLS: AI, WEBGL, GENETIC ALGORITHM

< PROJECT 2 / 8 >

Tanqueray: The day we found the special color of Seville (and we put it in a bottle)
Tanqueray: The day we found the special color of Seville (and we put it in a bottle)
THE CHALLENGE
TO LAUNCH TANQUERAY FLOR DE SEVILLE, THE FIRST EVER TANQUERAY GIN INSPIRED IN A CITY
KEY QUESTION
HOW CAN WE CREATE AN EMOTIONAL AND CULTURAL CONNECTION BETWEEN THE CITY AND THE PRODUCT?
THE ANSWER
IN 2001 LOS DEL RIO CREATED ONE SONG CALLED “SEVILLA TIENE UN COLOR ESPECIAL”,

BUT THEY NEVER TOLD WHAT THAT COLOUR WAS.
“SEARCHING THE SPECIAL COLOUR FROM SEVILLE”, A BIG DATA CHROMATIC STUDIO

O FIND THE SPECIAL COLOUR FROM THE CITY USING GOOGLE STREET VIEW

PROJECT: FINDING THE SPECIAL COLOR OF SEVILLE

CLIENT: TANQUERAY

AGENCY: DOMMO

ROLE: HEAD OF CREATIVE INNOVATION

SKILLS: BIG DATA, ALGORITHM, INTEGRATED, EXPERIENCIAL, ACTIVATION

< PROJECT 3 / 8 >

Nike: The day we helped a blind paralampic athlete to run her first marathon
Nike: The day we helped a blind paralampic athlete to achieve her first marathon
THE CHALLENGE
TO TELL AN INSPIRATIONAL STORY EMPOWERED WITH THE USE OF TECHNOLOGY.
KEY QUESTION
CAN GOOGLE GLASS HELP A BLIND ATHLETE GO BEYOND A CLOSED COURSE

AND ONTO THE STREETS FOR THE FIRST TIME?
THE ANSWER
DANIELA’S CHALLENGE. THE FIRST CONNECTED RACE EXPERIENCE WITH GOOGLE GLASS.

PROJECT: DANIELA’S CHALLENGE

CLIENT: NIKE & GOOGLE

AGENCY: FLOCK

ROLE: INNOVATION CREATIVE DIRECTOR

SKILLS: WEARABLE TECHNOLOGY, GOOGLE GLASS, HANGOUT

< PROJECT 4 / 8 >

KFC: The day we introduced KFC in fashion designing a polo capable of repelling any sauce stain
KFC: The day we introduced KFC in fashion designing a polo capable of repelling any sauce stain
THE CHALLENGE
TO LAUNCH KENTUCKY DIP, A 6 SAUCES BUNDLE OF FRIED CHICKEN
KEY QUESTION
WITH A PRODUCT WITH SO MANY SAUCES, PEOPLE IS GOING TO STAIN.

CAN WE CREATE A SOLUTION OR A DERIVED PRODUCT TO SOLVE THIS PROBLEM? 
THE ANSWER
POLOPOLO, A HYDROPHOBIC AND OLEOPHOBIC POLO CAPABLE OF REPELLING ANY STAIN

PROJECT: POLOPOLO

CLIENT: KFC

AGENCY: DOMMO

ROLE: HEAD OF CREATIVE INNOVATION

SKILLS: PRODUCT DESIGN, ACTIVATION, PROMO

STILL HERE? YOU MUST LIKE MY STUFF. LET’S CHECK SOME OF MY SKILLS
STILL HERE? YOU MUST LIKE MY STUFF. LET’S CHECK SOME OF MY SKILLS
STRATEGY & INTELLIGENCE

In this complex and volatile scenario, I help brands & companies stay relevant while building on their brand purpose. I gather data and trends to find the right answers to questions that sometimes our clients don’t ask themselves. Doing the right thing, doing the thing right in vision, experience, marketing or publishing scenarios.

CREATIVE INNOVATION

Creating platforms, digital and physical experiences, campaigns & ads (that sometimes don’t seem to be ads) all of them empowered with technology and focused on helping brands tell a story in a new unexpected way. Having CW background and being a curious T-shaped misfit creative I decided to develop some skills about design, code, UX, exponential technologies,...

PRODUCTS & SERVICES

Shaping the future of our partners by creating new business models or rethinking existing ones, by understanding how technology can enhance their products and services and by crafting the journey to get them there. From challenge foresight to research, design, test, prototype and business model developing

< PROJECT 5 / 8 >

Jose Cuervo: The day we prototyped solutions to change our attitude towards alcohol consumption
Jose Cuervo: The day we prototyped solutions to change our attitude towards alcohol consumption
THE CHALLENGE
TO CREATE A RESPONSIBLE DRINKING CAMPAIGN THAT WOULD MAKE A CHANGE

IN SOCIAL CONSCIOUSNESS AMONG YOUNG PEOPLE.
KEY QUESTION
CAN WE DESIGN PRODUCTS THAT HELP PEOPLE BE RESPONSIBLE WHEN DRINKING

INSTEAD OF JUST RELEASING A COMMERCIAL?
THE ANSWER
IMAGINA CUERVO. A MAKER CHALLENGE SET OUT TO DESIGN PRODUCTS

THAT ENHANCE A RESPONSIBLE ALCOHOL CONSUMPTION.

PROJECT: IMAGINA CUERVO

CLIENT: TEQUILA JOSÉ CUERVO

AGENCY: FLOCK

ROLE: INNOVATION CREATIVE DIRECTOR

SKILLS: DESIGN THINKING, HACKATHON, OPEN INNOVATION CHALLENGE, PRODUCT & SERVICE DESIGN, VENTURING

< PROJECT 6 / 8 >

Reebok: The day we transformed a PR Team into a Spotlight generator, and a showroom into a co-creation space
Reebok: The day we transformed a PR Team into a Spotlight generator, and a showroom into a co-creation space
THE CHALLENGE
TO CREATE MORE MEDIA IMPACT WITH LESS EFFORT
KEY QUESTION
HOW CAN WE CHANGE THE WAY MEDIA & PR TEAMS RELATE?

INSTEAD OF JUST RELEASING A COMMERCIAL?
THE ANSWER
REEBOK HUMAN LAB, A SPOTLIGHT CO-CREATION TEAM,

AN EMPOWERED PR TEAM ABLE TO CREATE WITH THEIR PARTNERS

WEEKLY NEWS CONNECTING THE BRAND AT THE SPEED OF CULTURE.

LESS EFFORT, MORE IMPACT

PROJECT:REEBOK HUMAN LAB

CLIENT: REEBOK

AGENCY: DOMMO

ROLE: HEAD OF CREATIVE INNOVATION

SKILLS: CONSULTING, ORG DESIGN, PR, RETAIL, TRENDMAPPING, PUBLISHING

< PROJECT 7 / 8 >

TAGCDMX: The day we claimed that “nerd is the new sexy”
TAGCDMX: The day we claimed that “nerd is the new sexy”
THE CHALLENGE
POSITION TAGCDMX AS ONE OF THE TOP CREATIVITY FESTIVALS IN LATAM.
KEY QUESTION
CAN WE REDEFINE THE MEANING OF “NERD”?
THE ANSWER
BE MORE NERD. THE SPACE FOR THOSE WHOSE IDEAS DON’T FIT.
PROJECT: TAGCDMX

CLIENT: TAGCDMX

AGENCY: MCGARRYBOWEN

ROLE: CREATIVE DIRECTOR

SKILLS: BRAND PURPOSE, STRATEGY, STORYTELLING

< PROJECT 8 / 8 >

DOMINO’S PIZZA: The day We designed and launched the mobile app of the most iconic pizza in the world

DOMINO’S PIZZA: The day We designed and launched the mobile app of the most iconic pizza in the world

THE CHALLENGE
TO DESIGN & LAUNCH DOMINO’S PIZZA MOBILE APP
KEY QUESTION
IN WHAT CONTEXT IS A MOBILE APPLICATION AND A PIZZA THE BEST SOLUTION TO CONTINUE ENJOYING

WHAT YOU ARE DOING?
THE ANSWER
‘DON’T STOP ME NOW’, THE STRATEGIC CONCEPT FOR THE LAUNCH OF DOMINO’S PIZZA MOBILE APP. BECAUSE REWARDING EXPERIENCES SHOULDN’T BE INTERRUPTED

PROJECT: DOMINO’S MOBILE APP

CLIENT: DOMINO’S PIZZA

AGENCY: FLOCK

ROLE: INNOVATION CREATIVE DIRECTOR

SKILLS: MOBILE APP, ECOMMERCE, INTEGRATED CAMPAIGN, CONTENT

LEARNING BY TEACHING
LEARNING BY TEACHING

Teaching is the best way to keep learning so I spend some of my time developing & teaching courses at creativity schools, agencies and universities. I also enjoy inspiring young talent in their journey in a road of a new kind of advertising, so I’ve joined as a speaker at several events & congresses.

Main Subjects: Human Centered Creative Innovation, Technocreativity, Futurism, Mobile, Digital Advertising & Crossmedia Storytelling.