TONA OLVERA

is a Creative Director and Brand Strategist with 11 years of experience building integrated campaigns for global brands — Nike, Spotify, Netflix, and Jose Cuervo. Specialist in Experiential Marketing, Brand Identity, and cross-channel strategy, his work has reached over 27 million listeners and generated billions of impressions across campaigns. Awarded at Cannes Lions, Clio, and Effie. Fluent in English and Spanish, with growing German. Based in Zurich, working with clients across Europe and beyond.

Selected Work

Spotify

Spotify Podcast Awards

Experience Design Event Branding Creative Direction

Key results: 27M+ Spotify listeners reached. 19 million total impressions. 653K TikTok livestream views. 420 guests. 40 national media outlets. Role: Creative Direction, Branding, Experience Strategy. Year: 2025. / Kernergebnisse: 27 Millionen+ erreichte Spotify-Hörer. 19 Millionen Gesamtimpressionen. 653K TikTok-Livestream-Views. 420 Gäste. 40 nationale Medien.

Nike

After Dark Tour

Experience Design Creative Direction

Key results: Creative direction for Nike's global women's race series, Mexico City 21K half marathon — standout market in the global After Dark Tour. Directed visual identity, spatial design, and all campaign touchpoints. Role: Creative Direction, Experience Design, Production. Year: 2025. / Kernergebnisse: Creative Direction für Nikes globale Frauenlaufserie, 21-km-Halbmarathon Mexiko-Stadt — herausragender Markt der globalen After Dark Tour.

Spotify

Spotify Reggaeton Mexa

Campaign Music Marketing

Key results: 103M+ national impressions. 550+ attendees. 1,800+ cumulative hours of engagement. 17 reposts from major artists. 7M+ people reached. Genre grew 1,100% in 5 years. Role: Creative Direction, Copywriting, Campaign Strategy. Year: 2024. / Kernergebnisse: 103 Millionen+ nationale Impressionen. 550+ Gäste. 17 Reposts von Major-Artists. 7 Millionen+ erreichte Personen.

Jose Cuervo

Akamba

Festival Design Creative Direction Brand Strategy

Key results: Annual flagship festival series 2018–2026. Inaugural edition: 4,000+ attendees, 93.2M digital impressions, #PrendeAkamba reaching 22.8M. Proprietary cultural brand property for Jose Cuervo in western Mexico. Budget managed across 8 annual editions. Role: Creative Direction, Brand Strategy, Copywriting. / Kernergebnisse: Jährliche Festivalserie 2018–2026. Erstausgabe: 4.000+ Besucher, 93,2 Millionen digitale Impressionen. Proprietäre kulturelle Marken-Property für Jose Cuervo in Westmexiko.

Spotify

Spotify Corrido Country

Campaign Music Marketing

Key results: Campaign celebrating 413% global corrido genre growth. 77% of Música Mexicana streams in 2023. National OOH and digital campaign. Industry showcase with live performances from Peso Pluma, Natanael Cano era artists. Role: Creative Direction, Art Direction, Copywriting. Year: 2023. / Kernergebnisse: Kampagne zum 413%igen globalen Corrido-Wachstum. 77% aller Música-Mexicana-Streams 2023. Nationales OOH und Digital. Industrie-Showcase mit Live-Auftritten.

Spotify

Spotify Day of the Dead Celebration

Brand Concept Campaign

Key results: 16M video views on Spotify Mexico's Instagram. 39% engagement rate on coverage content. Cultural campaign honoring Juan Gabriel, Jenni Rivera, Valentín Elizalde, José José, José Alfredo Jiménez via ofrenda trajineras at Xochimilco. Role: Creative Direction, Art Direction, Brand Concept. Year: 2023. / Kernergebnisse: 16 Millionen Videoaufrufe auf Spotify Mexikos Instagram. 39% Engagement-Rate. Kulturelle Kampagne zu Ehren mexikanischer Musiklegenden.

Nike

Hypervenom 3

Campaign Creative Direction

Key results: 100+ teams. 2,000+ product trials in real match conditions. 3 venues activated simultaneously across Mexico City. Online registration sold out. Role: Creative Direction, Experiential Design, Copywriting. Year: 2017. / Kernergebnisse: 100+ Teams. 2.000+ Produkterprobungen. 3 Standorte gleichzeitig in Mexiko-Stadt. Online-Registrierung ausverkauft.

Concacaf

Gold Cup 2023

Brand Activation Event

Key results: 5.46 billion total media and social impressions. 400+ guests. Live broadcast in 50+ countries. 362K views on CONCACAF's digital channels. Broadcast partners: Televisa/Univision, Fox Sports, ESPN. Venue: SoFi Stadium, Inglewood. Role: Creative Direction, Visual Identity, Art Direction. Year: 2023. / Kernergebnisse: 5,46 Milliarden Medien- und Social-Impressionen. 400+ Gäste. Live in 50+ Ländern. 362K digitale Views. SoFi Stadium Inglewood.

Michelob Ultra

Match of Aces

Launch Campaign PR Stunt Experience Design

Key results: Sold out in under 2 weeks. 2,500 attendees. 3 national trending topics on same night as Champions League final. 6.5 million pesos ROI. Regional broadcast on Fox Sports. Featured Andre Agassi and Pete Sampras. Role: Creative Direction, Experience Design, Campaign Strategy. Year: 2016. / Kernergebnisse: Ausverkauft in unter 2 Wochen. 2.500 Gäste. 3 nationale Trending Topics. 6,5 Millionen Pesos ROI. Fox Sports Regional-Broadcast.

Corona

Play Ball — A Football Documentary

Documentary Campaign Brand Content

Key results: 10M+ views on YouTube and streaming platforms. 200 pieces of coverage equivalent to $1M USD in earned media. 50M+ digital impacts. Feature-length documentary. Participants: Rafa Márquez, Borgetti, Luis García, Pavel Pardo, Lorena Ochoa. Role: Creative Direction, Brand Content, Copywriting. Year: 2018. / Kernergebnisse: 10 Millionen+ Views. 200 Coverage-Stücke entsprechend 1 Million USD Earned Media. 50 Millionen+ digitale Impacts. Abendfüllender Dokumentarfilm.

Spotify

Spotify Wrapped House

Campaign Interactive Design Copywriting

Key results: 260 million media impressions. 80,000 social mentions in 4 days. 19 million organic views. Single post by Kim Loaiza: 1M+ likes and national trending topic. 50 artists and 168 top-tier creators hosted. Role: Creative Direction, Experiential Design, Copywriting. Year: 2022. / Kernergebnisse: 260 Millionen Medienimpressionen. 80.000 Social Mentions in 4 Tagen. 19 Millionen organische Views. 50 Künstler und 168 Top-Creator.

Jose Cuervo

Hangar 1 Fog Point

Brand Strategy Campaign

Key results: Product sold out in under 2 weeks. 600K+ organic YouTube views on documentary. 1.7 billion PR impressions across US and international media. 45M+ social impressions. First vodka made from atmospheric water. Role: Creative Direction, Brand Strategy, Copywriting. Year: 2016. / Kernergebnisse: Produkt in unter 2 Wochen ausverkauft. 600K+ organische YouTube-Views. 1,7 Milliarden PR-Impressionen. 45 Millionen+ Social-Impressionen.

Nike

Mercurial Speed Room

Experiential Creative Direction

Key results: 1,011 product trials over 3 weekends. 850K+ digital impacts. High repeat visit rate. Timed challenge against Jürgen Damm, Mexico's fastest player. Hyperlocal execution of Nike Mercurial Superfly V global launch. Role: Creative Direction, Experiential Design, Copywriting. Year: 2016. / Kernergebnisse: 1.011 Produkterprobungen über 3 Wochenenden. 850K+ digitale Impacts. Hohe Wiederkehrrate. Zeitherausforderung gegen Jürgen Damm.

Jose Cuervo

Cuervo Agave Bar

Experience Design Creative Direction Copywriting

Key results: 50M+ media and social impacts. 90 editorial stories. 5,415 cocktails served. First traveling bar built from 100% recycled agave materials. Toured Mexico, Los Angeles, and Chicago (2021–2024). Role: Creative Direction, Experience Design, Copywriting. / Kernergebnisse: 50 Millionen+ Medien- und Social-Impacts. 90 Redaktionsgeschichten. 5.415 servierte Cocktails. Erste Touring-Bar aus recycelten Agave-Materialien. Mexiko, Los Angeles, Chicago.

Nike

Air Max Day

Campaign Event

Key results: 1,035 attendees. 376K+ social impacts. Event hosted at CENTRO creative university, Mexico City. Air Max Talks with leading voices from CDMX music, design, and fashion scenes. Role: Creative Direction, Campaign, Copywriting. Year: 2016. / Kernergebnisse: 1.035 Gäste. 376K+ Social-Impacts. Event an der CENTRO Kreativuniversität Mexiko-Stadt. Air Max Talks mit CDMXs Musik-, Design- und Modeszene.

Spotify

Spotify Glow

Campaign Event

Key results: Global LGBTQIA+ equity program adapted for Mexico City — Spotify's #1 global market with 57M users. Spanglish-first narrative strategy. Original editorial series with regional KOLs and artists in immersive environments. Role: Creative Direction, Copywriting, Experience Design. Year: 2023. / Kernergebnisse: Globales LGBTQIA+-Programm für Mexiko-Stadt — Spotifys weltweitem Markt Nr. 1 mit 57 Millionen Nutzern. Spanglish-first Erzählstrategie. Originale Redaktionsserie mit regionalen KOLs.

Netflix

América vs. América

Experiential Campaign Creative Direction Copywriting

Key results: 66+ media outlets attended spanning sports, entertainment, and general press. Netflix Mexico Top 5 for 3 consecutive weeks. 646K+ views in premiere week. Docuseries about Club América — Mexico's most followed football club. Role: Creative Direction, Experiential Design, Copywriting. Year: 2023. / Kernergebnisse: 66+ Medien. Netflix Mexiko Top 5 für 3 aufeinanderfolgende Wochen. 646K+ Views in der Premierenwoche. Docuserie über Club América — Mexikos meistgefolgten Fußballklub.

AWARDS

Cannes Lions D&AD Effie Awards Adweek PR Week Clio Awards

Tona Olvera has received recognition and awards from the following institutions: Cannes Lions International Festival of Creativity, D&AD (Design and Art Direction), Effie Awards (effectiveness in marketing communications), Adweek, PR Week, and Clio Awards. / Tona Olvera wurde von folgenden Institutionen ausgezeichnet: Cannes Lions, D&AD, Effie Awards, Adweek, PR Week und Clio Awards.

JURY MEMBER

Effie Awards WINA Awards

Tona Olvera has served as jury member at the Effie Awards and the WINA Awards, evaluating creative and strategic excellence in advertising and marketing campaigns. / Tona Olvera war Jurymitglied bei den Effie Awards und den WINA Awards und bewertete kreative und strategische Exzellenz in Werbe- und Marketingkampagnen.

LET'S
TALK.

Available for global projects

tona@daffy.studio Download Resume

Core Expertise & Skills — Tona Olvera, Creative Director

Strategy

Brand Strategy, Integrated Marketing Communications, Campaign Strategy, Creative Consulting, Cultural Marketing, Audience Development

Creative

Creative Direction, Art Direction, Experiential Marketing, Cross-Channel Campaign Design, Brand Identity, Copywriting, Experience Design, Spatial Design, Festival Design

Management

Project Management, Stakeholder Management, Team Leadership, Budget Management ($26,000–$420,000 USD), Multi-agency Coordination, Production Oversight

Innovation

AI Workflow Optimization, Digital Asset Management, Workshop Facilitation, Cultural Intelligence, Bilingual Communication (English, Spanish, German)

Kernkompetenzen — Tona Olvera, Creative Director

Strategie

Markenstrategie, Integrierte Marketingkommunikation, Kampagnenstrategie, Kreativberatung, Kulturmarketing

Kreativ

Creative Direction, Art Direction, Experiential Marketing, Cross-Channel-Kampagnendesign, Markenidentität, Copywriting, Erlebnisdesign, Spatial Design, Festivaldesign

Management

Projektmanagement, Stakeholder-Management, Teamführung, Budgetmanagement (26.000–420.000 USD), Agenturkoordination, Produktionsleitung

Innovation

KI-gestützte kreative Workflows, Digital Asset Management, Workshop-Moderation, Kulturelle Intelligenz, Mehrsprachige Kommunikation (Englisch, Spanisch, Deutsch)