Suzuki Motos Guatemala
Suzuki Motos from eighth to first in the regional ranking, by selling an identity instead of a motorcycle.
The business problem
Suzuki had every potential and a brand presence that didn't show it: eighth in the regional ranking, not for lack of product, but for lack of narrative.
The question
What if we stopped selling a motorcycle and started selling an identity?
What we did
01 · Territory
With Jonás de León, we redefined the brand's creative territory from zero: Suzuki as a fashion accessory, an extension of personality.
02 · Everything, rethought
Casting, locations, framing, voice and tone, art direction, and a logo reveal with an international production finish that now closes every institutional spot.
03 · The constraint
“You have Q30,000 and one day.” The brief that made us sharpen every decision.
04 · AI as direction
The brand's first campaign with AI in production at every level: not as a shortcut, but as a directing tool. Every character, light, camera move and texture designed to live with the typography from the start.
In under a year
8th → 1st
Regional brand ranking
24.8M
TikTok views on a single branding post
30K
Likes, 2,000+ saves, 200+ organic comments
10%
Of budget the board moved to experimental creativity
The work
Creative territory · Campaigns & logo reveal · AI-assisted production · 360° rollout & BTL
The insight
Guatemala's firefighter rapid-response unit (BRIM) chose a fleet of V-Strom 650s to reach any emergency in the city in under a minute. No testimonial says “reliable” louder than that.
The Suzuki effect
Other brands in the category started copying the framing, the casting, the attitude. The campaign became the new standard, and Suzuki made it its institutional branding.
The same phenomenon then repeated with Honda. A good idea, well executed, doesn't just move a brand: it moves a whole category.
Next case study
Honda what it means to be Head of Art: a lighthouse for the team, not a stamp on their work.→