By Mara Fernández
Ben Levitt, Executive Creative Director at d exposito & partners, spoke with PRODU about the agency’s latest campaign for Tajin, a project that lasted approximately six months and prioritized strategic planning, production efficiency and content modularity across platforms.
“We started in the summer, presented the concept to the client in November, and went straight into production after that,” explained Levitt. “But more than the timeline, what made it work was the constant communication between our team, the client, and our partners. That collaboration was super important for any campaign.”
The campaign for Tajín was structured around short, flexible vignettes designed to work as standalone pieces or as part of a larger narrative—particularly important in a fragmented media landscape. Levitt highlighted how format thinking shaped the creative from the start: “Everything was built with social in mind from day one. During our two-day shoot, we had a rotating system—shooting the hero content, then handing off the set to the social team, who captured TikToks and platform-specific content with the same talent.”
This integrated approach allowed the agency to maximize production time and budget while ensuring the campaign felt cohesive across touchpoints.
On the media side, Levitt noted that aligning creative with audience behavior was essential. “We weren’t just creating for one platform—we made sure each piece matched the tone and rhythm of where it would live. That’s how you make content truly resonate.”
While tools like AI are available and increasingly common in the creative process, Levitt was clear about the agency’s approach: “We use AI as a tool, but we really love human intelligence. We trust our creatives and our teams. AI helps, but the soul of the campaign still comes from people and real human insights.”
The campaign stands as a clear example of how thoughtful planning, cross-functional collaboration, and audience-first thinking continue to be the pillars of successful creative work.