● ● ● Selected Work

SAVE ATLAS

As Morocco prepares to co-host the 2030 FIFA World Cup, millions of stray dogs face being exterminated in order to ‘clean’ the streets for the tournament — yet the crisis remains disconnected from the football world. Save Atlas changed that by turning one of football's most beloved symbols into the face of the issue. We created Atlas, a football mascot who might never make it to the next World Cup, replacing the anonymous street dog with a character every fan could instantly care about. By reframing animal welfare as a football story, we transformed indifference into empathy, mobilized supporters beyond the sport, and made the hidden cost of hosting the world's biggest tournament impossible to ignore.

KILLING FOOTBALL’S
BIGGEST SYMBOL TO SAVE
ITS SMALLEST VICTIMS

CLOTHES LOVE ALL

People are still judged for what they wear, as if clothing has rules about who it can belong to. This campaign flips that idea: clothes don’t discriminate, people do. In this world, garments are almost overly affectionate, eager to be worn by anyone, anywhere, without preference. A skirt doesn’t question who you are. It simply fits, loves, and adapts. By exaggerating this “universal love” of clothing, the campaign reveals how arbitrary our restrictions are, and reframes fashion as what it should be: open to everyone.

CELEBRATING
FASHION DIVERSITY THROUGH THE POV
OF CLOTHES

PURPLE CALL

Purple Call is a voice-first Alexa extension designed for moments when using a phone could put victims of gender-based violence at greater risk. In dangerous situations, even reaching for a device can escalate harm if an aggressor is nearby, so Purple Call removes that interaction entirely by enabling discreet, hands-free calls for help through natural voice commands. It turns any Alexa-enabled device into a hidden safety channel that can quietly alert trusted contacts or emergency services, sharing location and distress signals without drawing attention.

Note: Although this concept was not ultimately brought to fruition due to circumstances beyond the project's control,
we chose to produce this case study video to share the idea and the vision behind it.

USING TECH TO HELP
VICTIMS OF DOMESTIC
VIOLENCE

FAGE

We didn’t want to describe the product, we wanted people to taste it in their head the second they heard the name. So we turned the brand itself into the platform line. A simple idea, pushed further: the name becomes the hook, the feeling, and the payoff all at once. Then we locked the sensation in with a deliberately infectious jingle: you hear the name, and you already know how it tastes.

MAKING THE BRAND NAME TASTE LIKE THE PRODUCT ITSELF

FINANCIAL TIMES

When the Financial Times asked us to help them sell their advertising platform, we started with a simple truth: FT doesn’t find audiences, it already sits inside them. So instead of talking about reach, we decided to show it happening. The campaign, which was adapted to social, print and brand merchandishing, turned FT into something closer to a lens than a publication. We took its readership: the bankers, founders, investors, policymakers, luxury buyers, and crafted specific messages by inspiring on them. Headlines were written not as generic promos, but as precise, slightly cheeky nods to each audience, contextually appearing in the places those audiences already live: wherever a valuable audience is, FT is already there, reading them as much as they’re reading it.

TURNING MEDIA
PLACEMENTS
INTO PROOF
OF AUDIENCE
OWNERSHIP

COCODRILO

When a Nile crocodile supposedly appeared in Valladolid, Spain couldn’t believe it. News channels covered it, people debated it, searched for it, and followed every update. So while everyone was looking for the crocodile in the river, we made it appear where no one expected: in the internet. We created the crocodile’s own social accounts and let it join the conversation surrounding its absurd story in real time. As the media frenzy grew, so did its personality, turning a local news story into a nationwide social spectacle. What started as a missing reptile became one of the most talked-about characters in Spain, generating millions of organic impressions and earning coverage across national media.

HIJACKING A SOCIAL MOMENT TO END UP
IN NATIONAL NEWS

DISCOVER
THE TRUTH

When Klarna asked us to tackle the misconceptions surrounding the brand, we could have just corrected them. But instead, we decided to promote them. As literal myths. We took the internet's favourite misconceptions and elevated them into epic works of art. The paintings then took over some of the UK's busiest public spaces, inviting people to step inside the stories and uncover the facts hidden within them. By turning misinformation into a medium, we transformed a reputation problem into a public experience, proving that people don't trust what brands tell them, they trust what they discover for themselves.

TURNING BRAND
MISCONCEPTIONS
INTO BEAUTIFUL ART

GET THE NOD

For Jacamo, we built on a quiet truth in male behaviour: style is constantly noticed, but rarely acknowledged. There’s an unspoken restraint around men validating other men, even when something is clearly well done. “Get The Nod” turns that invisible exchange into the idea. It reframes style as something already understood between men, and simply owns an iconic expression that already exists out there. The objective here wasn’t to change how men dress; but to normalise how they recognise each other for it, turning silent approval into a visible culture of confidence.

GIVING MEN PERMISSION TO ACKNOWLEDGE
GREAT STYLE

HCA UK

For HCA, we didn’t start with medicine, we started with what patients actually remember. Not the procedures, but the feeling of being looked after properly. The calm in the room before anything begins. The confidence that someone has already seen the detail you haven’t even thought to worry about yet. “Get the HCA Treatment” is built on that idea: that world-class healthcare isn’t one defining moment, it’s thousands of small ones done right. It reframes private healthcare as something almost invisible when it’s working best, because every detail has already been taken care of.

REDEFINING PRIVATE HEALTHCARE THROUGH
THE DETAIL YOU DON’T SEE

GIVEN THAT WE HAVE TO WORK, SHOULDN’T WE AT LEAST MAKE IT FUN?

Selected works.mov

About me.rtf

Juan Carlos Ruiz Pérez Independent Senior Copywriter jcrp2297@gmail.com

**GIVEN THAT WE HAVE TO WORK, SHOULDN’T WE AT LEAST MAKE IT FUN?**

Juan Carlos Ruiz Pérez _{Independent Senior Copywriter} jcrp2297@gmail.com