Leave Your Mark.
This internal marketing campaign was developed for the Legal Department at British American Tobacco Mexico, with the goal of fostering team identity, pride, and purpose.
The central concept revolved around the idea that real impact comes through fire—through challenge, passion, and resilience. The narrative honored the unseen work of legal professionals who protect, drive change, and move the company forward.
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Storytelling System: Campaign Creative Concept, Manifesto, Campaign Narrative and Communication, Key Messages, tagline, Naming for the team, and Creative Direction.
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Created the campaign’s creative concept and naming.
Developed the full narrative and manifesto, anchored in symbolism and internal motivation.
Creative Direction to connect messaging with design.
Wrote all key messaging, tone of voice, and the central tagline: “Leave Your Mark.”
Delivered a storytelling system designed to emotionally resonate with internal teams.
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“Without fire, leaving a mark is almost impossible. No one provokes change without discomfort, nor becomes historic without passion.”
“We are people with initiative, who are not afraid of a challenge... each action sets off a chain reaction of transformation.”
“It is not the recognition that defines us, but the mark we leave upon the world.”
“There is no lasting mark without the searing heat of action.”
Campaign Storytelling & Internal Brand Voice Creation
The client’s main goal was to craft a story that truly resonated with the legal team—drawing inspiration from the bold, unifying tone often found in sports culture.
The objective was to spark pride, purpose, and belonging within a department that is often under-recognized. To achieve this, I created an emotionally driven internal brand narrative, transforming abstract values like courage, commitment, and transformation into a cohesive creative concept.
Through storytelling, voice, and key messaging, I helped build a stronger sense of identity and team unity.
