Inquiries
E. alejandrafernandez.pro@gmail.com
IG. alejandrafernandezramos.work
E. alejandrafernandez.pro@gmail.com
IG. alejandrafernandezramos.work
Project Overview
Year ✷ 2018 - 2022
Industry ✷ Food
Client ✷ McCain
Role ✷ Art Director + Motion Designer
Scope ✷ Digital Campaigns / Social Media Strategy / CSR & Commitments
Industry ✷ Food
Client ✷ McCain
Role ✷ Art Director + Motion Designer
Scope ✷ Digital Campaigns / Social Media Strategy / CSR & Commitments
About
During my time at FCINQ, I contributed to multiple projects for McCain over the years, spanning digital campaigns, social media content, photo shoots, and post-production.
These projects allowed me to develop a consistent visual language across platforms while adapting to different formats, storytelling styles, and campaign goals.
One of the most relevant projects I worked on was a web series focused on regenerative agriculture.
A project that significantly shaped my approach to structuring complex narratives and leading creative processes.
A project that significantly shaped my approach to structuring complex narratives and leading creative processes.
The challenge
How do you make regenerative agriculture accessible to a broad audience,
while creating a social strategy that scales across European markets?
Regenerative agriculture is an inherently abstract and technical concept, often perceived as distant and institutional. This created an opportunity to reframe the narrative making it more human, tangible and grounded in real-life experience.
At the same time, we developed a flexible visual system designed to scale across markets, simple, adaptable and aligned with McCain’s joyful brand DNA. Built for social-first use.
while creating a social strategy that scales across European markets?
Regenerative agriculture is an inherently abstract and technical concept, often perceived as distant and institutional. This created an opportunity to reframe the narrative making it more human, tangible and grounded in real-life experience.
At the same time, we developed a flexible visual system designed to scale across markets, simple, adaptable and aligned with McCain’s joyful brand DNA. Built for social-first use.
The approach
We built a web series structured around storytelling rather than explanation.
Instead of positioning McCain as the voice of authority, we shifted the focus to two farmer-ambassadors, long-term partners of the brand with generational ties to the land.
They became the medium to translate complexity into everyday language, bring authenticity and emotional connection.
The process
1. Immersion & Strategy
I led an initial workshop phase with agronomists and internal stakeholders to deeply understand, the principles of regenerative agriculture, the misconceptions we needed to address and the key messages worth communicating. This phase was critical to bridge the gap between scientific accuracy and narrative clarity.
2. Content Architecture
We translated this knowledge into a 7 episode structure, each built around a core question. One key idea per episode
with a clear narrative progression and a balance between pedagogy and storytelling. We crafted interview frameworks to guide farmers toward delivering insights naturally and authentically.
3. Production Thinking
The series was conceived exclusively for social media, shaping every decision. Mobile-first, vertical format and immediate hooks for short attention spans. Each piece worked individually while contributing to a larger narrative.
I led an initial workshop phase with agronomists and internal stakeholders to deeply understand, the principles of regenerative agriculture, the misconceptions we needed to address and the key messages worth communicating. This phase was critical to bridge the gap between scientific accuracy and narrative clarity.
2. Content Architecture
We translated this knowledge into a 7 episode structure, each built around a core question. One key idea per episode
with a clear narrative progression and a balance between pedagogy and storytelling. We crafted interview frameworks to guide farmers toward delivering insights naturally and authentically.
3. Production Thinking
The series was conceived exclusively for social media, shaping every decision. Mobile-first, vertical format and immediate hooks for short attention spans. Each piece worked individually while contributing to a larger narrative.
Visual language
I designed a simple and flexible visual system to support comprehension without overwhelming the viewer, while remaining easy to adapt across different European markets.
It combined clean, didactic motion design, a restrained aesthetic aligned with the brand, and subtle graphic overlays integrated into the footage.
To reinforce the generational narrative, I introduced vintage film grain and film strip textures, adding a sense of continuity and positioning regenerative agriculture as an evolution rooted in tradition rather than a passing trend.
It combined clean, didactic motion design, a restrained aesthetic aligned with the brand, and subtle graphic overlays integrated into the footage.
To reinforce the generational narrative, I introduced vintage film grain and film strip textures, adding a sense of continuity and positioning regenerative agriculture as an evolution rooted in tradition rather than a passing trend.
The outcome
The campaign created a clear and scalable content system. It combined a social-first educational web series with a consistent visual and editorial style across different markets, all aligned with McCain’s brand storytelling and sustainability goals.
Most importantly, it made a complex topic accessible, reinforced credibility through real voices, and established a solid foundation for future content.
The series reached an average of 1M views per episode.
Most importantly, it made a complex topic accessible, reinforced credibility through real voices, and established a solid foundation for future content.
The series reached an average of 1M views per episode.
McCain Art Direction + Motion Design 2022
