Reputación Dudosa – Brand Identity & IP Packaging

Reputación Dudosa – Brand Identity & IP Packaging

Client

Claro Video & Sony Pictures Television

Role

Brand Identity & Concept Lead

Tags
Brand IdentityIP PackagingNarrative StrategyStreaming OriginalsEPK Production
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Client: Sony Pictures Television for Claro Video

Role: Brand Identity & Concept Lead

Tagline: Hay Amores que Matan

Focus Areas:

  • IP Identity Development
  • Brand Tone & Tagline
  • Narrative Packaging (Trailers)
  • EPK Production

Format: Multi-Season IP Brand Package (Trailer + Key Art + EPK)

The Challenge

Sony Pictures Latin America was producing a brand-new original: Reputación Dudosa, a dark telenovela-meets-thriller with supernatural elements. As the show neared completion, they needed a core brand identity to support first-window streaming and future syndication.

Our team was brought in to develop the look, tone, tagline, and narrative identity of the show—giving it a marketable voice and visual universe that platforms could build campaigns around.

The Big Idea

Our creative North Star was built around the question:

What if every woman had a reason to want him dead?

We leaned into a darkly comic, suspenseful tone, highlighting the tension and chaos within a group of women mourning—and plotting around—the same man. The tagline “Hay Amores que Matan” set the emotional hook.

This was not a launch campaign. Instead, we crafted an identity kit: trailers, key art, and EPK assets that Claro Video could use for their campaign and that other platforms or networks (like TV Azteca) could reuse for future distribution.

My Role

As Brand Identity & Concept Lead, I:

  • Defined the show’s core tone and voice
  • Oversaw the script development for both season trailers
  • Created and refined the tagline and key messaging
  • Delivered a toolkit that could work across markets and platforms
  • Navigated challenging production timelines and asset limitations:
    • Season 1: Worked with dailies—some scenes cut due to unfinished VFX
    • Season 2: Worked with locked edits—limited footage available for trailer storytelling

Execution

🎥 Season 1 Trailer

The mystery unfolds from a ghostly POV.

🎥 Season 2 Trailer

A tangled web of love, lies, and revenge.

🖼️ Visual Assets

  • Key Art for boths seasons
  • Key Art for all lead characters (Season 1)
  • Toolkit designed for Claro and future syndication
  • Full EPK production (shoutouts, b-roll, soundbites)

Tone Breakdown

In Season 1, we introduced Reputación Dudosa through the eyes of Luisar, a powerful pharmaceutical executive who dies mysteriously and returns as a ghost to solve his own murder. Every woman in his life had a motive, and our trailer and key art positioned him at the center of the intrigue, surrounded by the women who may have plotted against him.

By Season 2, the narrative focus shifted: the women became the protagonists. Our visual strategy followed suit—Luisar appears only as a framed portrait in the background, while the women now dominate the story. I worked closely with art direction and editorial teams to reflect this tonal evolution in the campaign’s design, trailers, and storytelling.

Notes & Impact

This was a key moment in our work with Sony’s TV Production unit. Unlike previous smaller projects, this marked the first time we were entrusted with building the brand identity of an original IP from scratch.

While we didn’t handle the streaming campaign itself, our creative assets became the foundation used by Claro Video—and remain available for secondary market sales and promotional use.