Mr. Músculo | La Limpia

Mr. Músculo, SC Johnson’s cleaning brand, built its World Cup campaign around La Limpia, a word meaning both cleaning and ritual cleansing of bad luck. When the hero film expanded into other formats, I designed its end card, a limited-edition influencer bottle and box, and, as my main focus, a fully wrapped tour bus that ran through four of Mexico City’s busiest tourist routes.

Using stills from the film as reference, I led the exploration for the bus, generating its characters in new poses and settings and mocking up several directions for the sides, back, and interior before landing on one. Getting to print was a big challenge. AI drift kept altering the characters, so I worked with an AI artist to keep them consistent, then upscaled and retouched the artwork and rebuilt select elements as vector for full-scale print. The bus generated over 25.7 million impressions in three months.