The World’s two most beloved brands came together for their biggest global activation through their friendship: BESTIE’S, but for a limited time.

A partnership that brought 2 limited edition products: the first Oreo flavored Coke and Coke flavor Oreo. 9 unique cookie designs, a first ever global Spotify activation creating the soundtrack of your bestie’s friendship and multiple partnerships across the globe.

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OREO x COKE @ The Martin Agency

Role: Design Direction, Creative Direction

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Creative Directors Martin: Rique Santiago, Jordi Martinez, Mik Manulik

Creative Directors AKQA: Hugo Veiga, Mauricio Dias, Erika Reyes

Concept: Blair Seward Elizabeth Daniel

Cookie Design: Rique Santiago

Branding Design: Martin Agency, AKQA, BulletProof, Golden

Production Company: LOBO

In 2023. UPS signs Coco Gauff as a partner, and then she wins the US Open at age 19. In her post-win speech, she called out her doubters with this iconic quote:

“Thank you to the people who didn’t believe in me… to those who thought you were putting water on my fire, you were really adding gas to it.”

That line, and My Hero Academia (her fav anime) was thus the inspiration behind  a story centered around Gen Z dreamers and UPS’ first foray into anime! Because just like Coco defied her doubters, Gen Z small businesses face theirs every day, and we casted real Gen Z small business owners.

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UPS x Coco Gauf @ The Martin Agency

Role: Design Direction

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Creative Direction: Kevin Ragland, Alberto Orte
Design: Cleo Peng, Rique Santiago
Concept: Brittany Lazaroff, Landon Hall, Chaz Malloy
Production Company: LOBO

On our comeback to NYFW, we wanted to elevate what supporting small businesses meant and this time we had the Latino community to feature. So we partenered with Angelo Baque, Awake’s founder and creative director, to create a special capsule collection in honor to the community and drop it in a big way. With that came the idea of reimagening what a bodega looked like without losing what it represents: a place where the community comes together to support each other.

Bodega Baque came to life, curated by Martin Agency and Angelo Baque, featuring the special collab, multiple Latinx small businesses, art, music, all at the heart of Soho in New York during NYFW. All the profits went to fund programming and scholarships for High School of Fashion Industries supporting the future of latinx fashion designers.

A partnership that involved making a real Bodega, UPS custom truck designs, talks at NYFW, an apparel collection that Complex selected as one of the drops of the week right next to Supreme and Kith.

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UPS x Awake NY x NYFW @ The Martin Agency

Role: Design Direction

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Creative Directors: Kevin Ragland, Gustavo Dorietto

Concept: Chaz Malloy, Richard Boadu

Apparel Design Awake x UPS: Angelo Baque

Design: Bruno Cintra, Rique Santiago

Bodega Baque Installation / Branding: Rique Santiago, Bruno Cintra

Bodega Production: IMG/Focus

We brought together 2 of the World's biggest cultural icons: OREO x Lady Gaga. Together we created a limited edition product and an experience to share kindness in an OREO playful way. From designing the pack, the cookies, the experience, the music styles and voice effects, this was a massive collaboration between OREO, Martin, Media Monks and Universal Music. Along with it, we launched Sing It With Oreo, a digital extension where you can record a message that turns into a song to spread kindness and playfulness all around.

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OREO x Lady Gaga @ The Martin Agency

Role: Art Director, Design Director

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Creative Director: Jordi Martinez

Concept: Rique Santiago, Lassiter Stone

Design Direction: Adriel Nunes, Rique Santiago

Digital Production Company: Media Monks

Pack Design: Danilo Silveira (Lady Gaga), Mark Brye (Original Blue Pack)

The HBCU community doesn’t get the recognition it deserves within the fashion space. The fashion industry has capitalized off Black culture while not welcoming Black talent through its doors or providing opportunities to grow. That’s exactly what we set out to change by giving the spotlight to those who deserve it.

Together with NYFW, we brought 3 HBCU alumni fashion brands: Chealse Grays, Undra Celeste and The Brand Label, for a runway show in the biggest fashion show, giving them the stage and spotlight they deserve.

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UPS @ The Martin Agency

Role: Design Direction

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Creative Direction: Alberto Orte, Kevin Ragland, Jeanette Tyson, Freddy Nduna

Design: Jay Giraldo

Concept: Scarlett Maestre, Cristina Marquez, Chaz Malloy

UPS is finally making its first drop that has nothing to do with delivering packages. We launched UPS’s first-ever limited-edition line of apparel and accessories at the most anticipated and influential event in fashion, New York Fashion Week. Designed by Martin’s design department, the line dropped during the biggest and most coveted fashion show, the New York Fashion Week, sponsoring a runway show for In The BLK designers and donating all proceeds in their support.

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UPS x NYFW @ The Martin Agency

Role: Art Direction, Design

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Creative Directors: Gustavo Dorietto, Kevin Ragland, Jeanette Tyson

Concept: Rique Santiago, Deric Nance

Apparel Design Direction: Adriel Nunes, Judd Burnette

Installation/Truck/Posters/Content Design: Rique Santiago

NYFW Pop Up Store: IMG/NYFW

Content Production: Superjoy

For the first time we condensed the whole space in a new flavored OREO. Also for the first time, we designed a cookie with a cutout on the outside cookies allowing the creme to show up on all sides.

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OREO Space Cookies @ The Martin Agency

Role: Design Director

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Design: Bruno Cintra

In order to show how UPS and The UPS Store together take care of millions of packages every day and help those businesses thrive, we had the opportunity to run an ad on the big 3D board on Times Square. So we thought, how about give that massive media stage to real small businesses? With that we brought Delgado Guitars, Pisqueya Sauces and Bold & Gritty Coffee, 3 small businesses with incredible stories, and made their brands the hero of our ad. I’ll say there is no better way to show how our clients are thriving than helping small local businesses to show out in a venue they couldn’t have afforded to be featured before.

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UPS x The UPS Store @ The Martin Agency

Role: Design Direction, Concept

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Creative Directors: Alberto Orte, Kevin Ragland

Concept: Kevin Ragland, Rique Santiago, Landon Hall, Chaz Malloy

3D Production Company: BCN

Nothing better than teaming up with the iconic duo Wiz Khalifa and Bash to launch a campaign for the most iconic cookie in the world. We start with the first spot during the Grammy’s featuring Wiz inspiring you to not let adulthood be a fun sucker and remember to Stay Playful. Also, on the same night, and for the first time, Wiz dropped a track on an Oreo cookie with a limited edition Music Box, and a side B, when you play with the creme side, with an instrumental version letting you rap over it and trying to beat Wiz’s playfulness.

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HONORS

//Cannes Lions 2019: 2 Shortlists

//One Show 2020: Silver Pencil & Merit

//ADC 2020: Bronze Cube & Merit

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Oreo Stay Playful Campaign @ The Martin Agency

Role: Creative Director, Art Director, Design Lead

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Creative Directors: Rique Santiago, David Muhlenfeld

Concept: Devin Heatley, Brittany Tooker

Production Company: Radical Media

Director: Dave Meyers

Music Box Production Company: Rebel & Rogue

In order to call attention to the 30% income gap in retirement facing women today, Martin Design, Curry Brand, Dez Customz and Azzi Fudd came together to design a custom sneaker to be wore on not only by her but also by Stephen Curry himself during a playoff game. This project meant to show the progress that has been made over the past 50 years since the passing of Title IX legislation and all of the work that still needs to be done.The sneaker was then actioned and sold at NTWRK platform in record time.

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TIAA x Azzi Fudd x Curry Brand @ The Martin Agency

Role: Design Direction

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Creative Director: Jason Komulainen

Concept: Anja Duering, Carl Corbitt

Design: Cleo Peng, Bruno Cintra, Rique Santiago

Sneaker Design: Dez Cutomz

To launch the All Is Fair In Monopoly campaign, we developed a design system based on the game's most distinct graphics.

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Monopoly @ The Martin Agency

Role: Design Direction

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Creative Director: Alberto Orte

Design: Molly Dauphin, Rique Santiago

Concept: Sydney Aloe, Kelsey Whipple

To promote and elevate the Latinx community, we asked the artist Luis Pinto to design an art piece that represented what it feels like to be a Latinx Small Business Owner. The piece that showed community, love, championing, pride and diversity, was the base of a series of executions.

It became a limited edition package (something UPS hasn’t changed for decades). It inspired the little Luchadora spot story. It became a mural in Chicago that is not known as a Latino community city but is Latino strong like any other big city and economy across the country. The mural featured Latino(a) businesses around when you scanned the art.

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UPS Proudly Unstoppable @ The Martin Agency

Role: ACD Art Director, Lead Designer

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Creative Directors: Kevin Ragland, Jeanette Tyson

Concept: Rique Santiago, Paola Villatoro-Weir

Production Company: Lobo, Muros

Illustration: Luis Pinto

Oreo has been an iconic brand featuring the Wonderfilled side of life for a long time. So it was time to give the next step and go from sparkling the child like spirit inside you to a fun pop iconic new look to the brand. Oreo People shows how everybody has an Oreo side and that’s what connect us. This is the beginning of a new brand’s behavior that will impact not just the traditional ad formats but will also how Oreo makes an impact on culture going beyond just a cookie brand.

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We’re Oreo, People @ The Martin Agency

Role: Art Direction, Designer

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Concept: Rique Santiago, David Muhlenfeld

Creative Director: Karen Costello

Production Company: 1st Ave Machine, Tronco, Hue&Cry

CarMax has their brand grounded in The Way It Should Be. The focus is on what consumers need, so if you regret the car you bought, or want to buy online, or want to test drive from your home, or get your car delivered, they got your back. This campaign launched a new look and tone of voice for the brand with an anthem spot and several spots tackling each one of the different services they have. This was the first Martin campaign for the brand.

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CarMax The Way It Should Be @ The Martin Agency

Role: ACD, Art Direction

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Creative Directors: Anne Marie Hite, Jordi Martinez

Copywriters: David Muhlenfeld, Graham Unterberger

Production Company: Smuggler

Director: Michael Clowater

The most magical night of the year can also be the most serious of all if you are alone working, or having the pressure of the first day at work. That’s the fun little story we created for Oreo this Holiday season, bringing two distinct characters to a very unlikely friendship.

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Oreo Holidays Campaign @ The Martin Agency

Role: Creative Director

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Creative Directors: Rique Santiago, David Muhlenfeld, Jordi Martinez

Concept: Graham Unterberger, Rushil Nadkarni

Production Company: Stink

Director: Joachim Bach

SFX: The Mill

The technology of the New Fiesta is so amazing that it makes something as extraordinary as a Spaceship look dull, compared to the experience of driving the car.

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Ford Fiesta @ JWT

Role: Art Direction, Design

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ECD: Vico Benevides

CD: Rodrigo Strozemberg, Arnaldo Boico

Creatives: Henrique Santiago, Rafael Hessel, Gabriel Lisboa, Mauricio Gomes

#StandForLove is a call to action for people everywhere to choose love over hate and unity over division. It started as a response to the events in Charlottesville, VA, but has grown into a movement beyond that. It uses visual art to spread the message across the state of Virginia and nationwide.

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Stand For Love @ The Martin Agency

Role: Art Director, Designer

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Concept: Karen Costello, Britta, Mike Kelley, Rique Santiago

The thin crispy version of OREO needed to embrance it’s uniqueness and sophistication. So we created a new adult and indulgent look and feel, from TVC to animations and product design exploration.

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Oreo Thins Bedtime @ The Martin Agency

Role: ACD Art Director, Design Lead

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Creative Director: Jordi Martinez

Copywriter: Lassiter Stone

Production Company TVC: Radical Media

Director: Andrew Becker

Production Company Animation: We Are Seventeen