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DiDi

Client: DiDi
Project type: Art direction / paid media / digital production
Year: 2018–2025
Collaboration: Les terribles / Enfan Poulet — Agency
Role: Lead Designer / Project Manager / Art Director

DiDi arrived in Mexico in 2018. The collaboration began with adapting paid media campaigns for DiDi Rides and, as the operation grew, expanded to Food, Delivery, in-app and Fintech, moving from two cities to multiple markets across Latin America and selected projects in Africa.

The scope grew to as many as one thousand assets per month, including static pieces, GIFs, video, animation, copy, presentations and out-of-home. We integrated Smartly.io into the operation, and I built a team of more than 12 people to handle the production volume. My role evolved from Lead Designer into art direction, project management and coordination of multidisciplinary teams.

Among the special projects, I led the design and development of DiDi Pláticas, a platform for streaming and archiving webinars for drivers. I also took part in negotiations with the Mexico and China teams and in training sessions alongside Meta. DiDi became an ongoing growth project that brought together design, production, technology and creative leadership.