https://www.guivelasquez.com/new-blog daily 0.75 2020-11-02 https://www.guivelasquez.com/digital-social-strategy daily 0.75 2020-11-21 https://www.guivelasquez.com/work daily 0.75 2025-08-30 https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1722959357651-K02VRFDBROL1IMNJPRDU/eec043a5-6a66-43c6-a691-62075f97e2af.jpeg Strategy Work https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1722961036976-PTPVF42Z3DBWA7PERYXL/image-asset.jpeg Strategy Work - L'Oréal Paris - The Non Issue Strategic services provided: partnership with Facebook for “AR cover," digital creative strategy, digital post-production, social media content strategy https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1723040680960-WYK56TBKJP71PD9MGQG4/image-asset.jpeg Strategy Work - Magic Retouch "The Roots Family" The Roots Family was a new kind of campaign not just for L’Oréal Paris, but for the entire hair color category. The story of a family facing a variety of “roots” problems was told through a universe of digital content, including: short-form programmatic video, Instagram posts, and even a webisode series. The campaign won a Euro Effie award in 2019 for most effective FMCG campaign. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1723041701314-VE6S2R6BK6631IPN0KJD/image-asset.jpeg Strategy Work - Start Something Priceless featuring SZA (MasterCard / GRAMMYs) The centerpiece of Mastercard’s #StartSomethingPriceless campaign was a cover of Willie Dixon’s “You Can’t Judge a Book by the Cover,” a song that highlights the importance of pushing past stereotypes to pursue your passion. The progressive rollout of the campaign featured a short film and a music video. Featured in the content is five-time 2018 GRAMMY® nominee SZA along with six emerging artists whose stories of overcoming challenge embody the sentiment of Start Something Priceless. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1723042733329-MQY1NC9M35FLFLDLDZ26/image-asset.jpeg Strategy Work - Born Twice For its first campaign refresh in four years, Children's Hospital of Colorado wanted to shine a spotlight on its innovative and compassionate care through category-defying content and a bold new creative direction. The result was "The Miraculous Everyday," an integrated campaign with more than 200 assets featuring stories of personalized care and breakthrough treatments. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1756557863659-7K7A2WI6GLQOZZT1T7F1/Here%E2%80%99s+to+making+new+friends+%40sabrinacarpenter+Sabrina+Carpenter%E2%80%99s+Man%E2%80%99s+Best+Friend%2C+out+now.%23K.jpg Strategy Work Chosen as Johnnie Walker’s global and U.S. social agency of record for our expertise in luxury branding and digital-first storytelling, we were tasked with modernizing the brand’s presence and positioning it as a contemporary luxury icon. Through a complete social transformation, we redefined creative and strategic frameworks, building a system that prioritizes socially native content over traditional advertising. Today, every piece of Johnnie Walker social creative is tailored for the platform, reflecting the authentic storytelling audiences crave while driving measurable business growth. This shift has delivered higher engagement rates and expanded the brand’s reach, with posts now achieving 50% non-follower exposure, successfully bringing the brand to new luxury audiences worldwide. https://www.guivelasquez.com/work-1 daily 1.0 2024-08-08 https://www.guivelasquez.com/new-index-1 daily 0.75 2024-08-08 https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1169201d-47c7-4a1b-99a9-b28b0556be50/page_006-1_resized2.jpg Photography - Make it stand out Image 1.1 This was one of the first images captured for this project. From a mostly unusable roll of film, it nevertheless set the tone for Summer Bodies and appears as the first image in the book. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/b3ae927a-8d69-4248-97ef-38b7dfc0940a/moonlight2-by-david-bornfriend-courtesy-of-a24_wide-da377e21a430988e96aef154cfee5cdba818ac76-s1400-c1002.jpg Photography - Make it stand out Image 2.2: still image of actor Alex Hibbert from the Barry Jenkins film Moonlight (2016). A24. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/5c29b195-5074-4f53-946b-8a7e7558db8f/thomas-eakins-the-swimming-hole-1885-trivium-art-history2.jpg Photography - Make it stand out Image 2.1: “The Swimming Hole” by Thomas Eakins (1884-1885). Amon Carter Museum of American Art. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688412599800-FGTF0MJITP6C27U1FIWM/page_006-1_resized2.jpg Photography https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688403081581-P3TI2JIZ0PAFEEFUJZE7/covers.jpeg Photography Summer Bodies is a photographic search for the universal, for places where bodies are truly democratized and the identities constructed for us by society cease to exist, even if only for a few seconds. I criss-crossed many beaches and approached people I didn’t know to take their picture. The ones that accepted were then given a pre-stamped postcard so that they could write to me and have the opportunity to seize the narrative of the experience as they saw it. Only a few chose to write back. In a very Whitman-esque plot twist, Summer Bodies became less about portraits of strangers and more about seeing myself through others, in those fleeting seconds when I pressed the shutter and the sunlight, and sea spray and ancient grains of sand all grazed our skin in the exact same way. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688482478889-QM080H6X36LKFR96IGKJ/image-asset.jpeg Photography https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1723046455800-IOGTIO6PYOSODGYFOF98/image-asset.jpeg Photography - Tap Out Tap Out is a zine that documents moments of failure, mistakes and disadvantage in Brazilian Jiu Jitsu. Even when you've given it your best, there will be times your opponent will sweep you, lock in their submission, and force you to tap out. https://www.guivelasquez.com/new-cover-page daily 0.75 2023-07-03 https://www.guivelasquez.com/about-1 daily 0.75 2023-07-20 https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/d4645629-fdf6-4afb-995c-fcccae178d30/gv_072023+11_color_lessvignette.jpg About - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.guivelasquez.com/keith daily 0.75 2020-07-01 https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1567974164444-FKK6F920P278BDVD7O45/000041190025.jpg Keith https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1567974082985-OM8V374957FUAZSNB8GI/000041190013.jpg Keith https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1569162995182-IONUQLPA2DZKWB7J7H4C/000041190010-2.jpg Keith 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https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688403500244-V3O095827I7JXNHR0TY8/Copy+of+interior2.jpg Summer Bodies (Copy) https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688403084599-NUHSM9EBX3HCC58I4F0F/inside5.jpeg Summer Bodies (Copy) https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688403085542-UQYUYWGE9XSB234B1GAD/inside6.jpeg Summer Bodies (Copy) https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1688412675322-M9CQNOCWPO7ASZ1NRD5S/page_042-1.jpg Summer Bodies (Copy) https://www.guivelasquez.com/summer-bodies-thesis-paper-upv daily 0.75 2023-07-04 https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/04ff1d33-5dcd-4870-a410-88d08fc5e889/moyradavey.jpg Master's Thesis - Make it stand out Image 2.4: The Faithful, (2013). Moyra Davey, greengrassi, London and Galerie Buchholz, Berlin/Cologne/New York https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/0cbeb3f2-656e-48d9-92f8-52fbe067eeda/smokinjo.jpg Master's Thesis - Make it stand out Image 3.4: “Smokin’ Jo” (1995). Wolfgang Tillmans, Four Books. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/ee95431b-3ced-4631-96d3-b8752f884702/page_042-1.jpg Master's Thesis - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/e60731e5-cd87-4e62-b1b0-b8ae94e4a5f7/pearsall_gfe_24_2004_431588_displaysize.jpg Master's Thesis - Make it stand out Image 2.1: “Walt Whitman, 1872, Photography by G.F.E. Pearsall. International Center for Photography https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/1169201d-47c7-4a1b-99a9-b28b0556be50/page_006-1_resized2.jpg Master's Thesis - Make it stand out Image 1.1 This was one of the first images captured for this project. From a mostly unusable roll of film, it nevertheless set the tone for Summer Bodies and appears as the first image in the book. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/53466fc9-bc4d-46f7-a8de-9dc63534e43d/rinekedijkstra.jpg Master's Thesis - Make it stand out Image 3.3: “De Panne, Belgium,” (1992). Rineke Dijkstra, Tate Museum. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/11545886-37c2-4bc2-836d-7848fba59091/alecsoth92834.jpg Master's Thesis - Make it stand out Image 3.1: “Melissa” (2005). Alec Soth, Niagara. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/b3ae927a-8d69-4248-97ef-38b7dfc0940a/moonlight2-by-david-bornfriend-courtesy-of-a24_wide-da377e21a430988e96aef154cfee5cdba818ac76-s1400-c1002.jpg Master's Thesis - Make it stand out Image 2.2: still image of actor Alex Hibbert from the Barry Jenkins film Moonlight (2016). A24. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/6c5febfb-aa56-40a8-8816-89e49aedf81f/Provincetown.jpg Master's Thesis - Make it stand out Image 3.2: (2005). Joel Meyerowitz, Provincetown. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/5c29b195-5074-4f53-946b-8a7e7558db8f/thomas-eakins-the-swimming-hole-1885-trivium-art-history2.jpg Master's Thesis - Make it stand out Image 2.1: “The Swimming Hole” by Thomas Eakins (1884-1885). Amon Carter Museum of American Art. https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/50a80f78-ba85-43bc-bba8-58c9f483f5af/eggleston.jpeg Master's Thesis - Make it stand out Image 2.3: from The Democratic Forest, William Eggleston (2021). https://images.squarespace-cdn.com/content/v1/5d73c3c2f42e9e6f3475085c/33f5e796-d2fc-4da9-b592-3aa20905ac97/edward+weston.jpg Master's Thesis - Make it stand out Image 2.2: Woodlawn Plantation House, Louisiana, (1941) Photograph by Edward Weston. 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