Grey’s Anatomy: Página en blanco

The Challenge

Grey’s Anatomy faced a critical turning point: the beloved character Derek Shepherd had died, marking the end of an era. Canal Sony LATAM tasked our team with launching the next season in a way that honored fan loyalty while clearly signaling that life—and the series—would continue.

Our challenge:

“How do we show that life moves forward after losing someone so significant?”

The Big Idea

We anchored our campaign around the concept of “Página en blanco” (Blank Page) symbolizing the new chapter Meredith and other core characters would write after grief.

Each character had their own custom-made journal, artfully reflecting their emotional journeys and personal stories. We filled these pages as if they were handwritten diaries, bringing authenticity, intimacy, and depth to their transitions.

Key Message: Life is a carousel—it never stops spinning. Even after loss, we can always start over.

My Role

As Creative Lead, I oversaw the entire production from initial brainstorming to final delivery:

• Led concept development and storytelling direction
• Collaborated closely with the production house and art department
• Ensured high-level creative execution across teaser and character spots
• Managed narrative consistency, emotional tone, and overall visual quality

The campaign was a collaboration with a larger, multidisciplinary team, bringing this nuanced concept to life with premium visuals and emotional resonance.

Execution

Teaser – “Página en blanco” (20”)

A poetic visual metaphor: life after loss as a blank diary page, hopeful and intimate.

Character Promos (40” each)

Custom material shot and produced specifically for the campaign, leveraging meticulous art direction and storytelling.

Impact & Results

The campaign won Silver at Promax Global Excellence, recognized specifically for outstanding narrative creativity and emotional depth in an Out-of-House Program Campaign.

Internally, it set a new benchmark for production quality and emotional storytelling at Canal Sony LATAM, beautifully capturing both longtime viewers’ hearts and new fans’ attention.

Personally, it remains meaningful because it shows the power of storytelling: even after a beloved character’s departure, we managed to honor fans’ emotions while inspiring hope and renewal.