TAPATÍO

What is it about hot sauce that makes it so delicious yet so painful? Once you're hooked on the spice, you can't go back to boring. In a way, we're in a toxic relationship with hot sauce. We created a Brand Character to embody this phenomenon.

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My Idea: Meet Ignacio, the telenovela bad-boy of your mother's worst nightmares. His love hurts like heaven.

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• Role: Creative Concept & Copywriting

• Contributors:

  • Chase Grimes, Art Direction​