Fabuloso - Dramatically Clean — Joel Robert Johnson's Portfolio

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Fabuloso - Dramatically Clean

How do we make a beloved Latino brand make a splash with its first North American campaign while staying true to its roots? You make an entire telenovela, obviously.

What had started with a set of two :15s evolved into a full, nearly 3 minute-long drama for the ages, complete with ads within the ad. We also rolled out story stickers on Instagram for the “fabnatics” who are obsessed with the brand, along with skads of other social content and brilliantly targeted podcast reads.

Dramatically Clean.

Oh, do let’s keep in touch.

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Writin’ copy or talkin’ VO? I’m your guy.

You know, if things work out and all that.