MAURICIO DEL MORAL / PORTFOLIO / WORKCASE STUDY / 03

RUFF MEDIA

Building brands through digital products and live experiences.

I co-founded Ruff Media and combined marketing direction, client leadership and hands-on execution across digital, content, sponsorships, live activations and purchase opportunities.

4Major Alcon medical congresses, plus smaller events

≈2,200Doctors at the largest congress, from Mexico and abroad

≈500KJim Beam Facebook community at peak

≈700KHornitos Facebook community at peak

Historical project figures. Community peaks are approximate; archived platform captures document specific points in time.

> FOLLOW THE PATH_

01 / AGENCY, CLIENT & PROJECT LEADERSHIP

A founder’s responsibility. Hands-on delivery.

WHERE IT STARTED / 2006

Digital products for pharma and agriculture.

I founded Ruff Media with a partner. Our early work included a digital reference compendium sold on CD and SD cards, before the agency expanded into medical congresses and consumer-brand marketing.

HOW I WORKED

Close to the client. Close to the work.

I managed projects, client relationships and coordination with international corporate teams, while remaining directly involved in software, websites, brand content and production.

For beverage brands, I worked with multidisciplinary teams, media agencies, PR agencies and venue-activation partners. Deep brand knowledge helped me connect international guidelines with local execution.

CONNECTED ACROSS THE FUNNELActivities served different stages, with purchase as the commercial aim

01Build awareness
Brand communication, media and sponsorships
02Invite exploration
Websites, apps and product content
03Create participation
Social dynamics and live experiences
04Support purchase
Retail visibility and purchase mechanics

Not every activation followed every stage. The archive demonstrates delivery and participation, not attributed sales revenue.

02 / ALCON / B2B HEALTHCARE

Medical congresses, delivered at scale.

Alcon congress archive: the live stage, screens and full audience environment.

≈2,200Doctors at the largest congress

We delivered four major congresses: three consecutive annual glaucoma editions and one ocular-disease congress, alongside smaller events. The largest brought together doctors from Mexico and abroad.

25m+ × 7mStage dimensions at the largest event

Stage, screens, lighting and audio
Closed-circuit television and live graphics
Simultaneous translation
Registration and programme coordination

MY CONTRIBUTION

Client-facing project management and coordination of production and specialist suppliers, connecting the congress requirements with the live delivery.

GLAUCOMA 360 / FROM PROPOSAL TO DELIVERY

The production behind the event.

Glaucoma 360: original 3D stage proposal before production.

Glaucoma 360: stage and audiovisual delivery during the congress.

Glaucoma 360: registration and attendee operations.

Explore the medical congress archive 3 images

Glaucoma 360: speaker, stage and live programme.

Medical congress archive: attendee gathering.

Medical congress archive: audience and reception setting.

03 / ABSOLUT / DIGITAL & PHYSICAL EXPERIENCES

Technology people could interact with.

INTERACTIVE DISPLAYS

A bottle-shaped touchscreen. Software I developed.

The displays introduced the brand, presented mixing possibilities and captured participant data. I developed the software that powered the interaction.

DIGITAL BRAND DEVELOPMENT

Websites, augmented reality and social.

Our Absolut work also included augmented-reality experiences and website design. I created the brand’s Facebook presence in 2008, adding a social touchpoint to the wider digital work.

ABSOLUT 100

A city guide, an app and its promotion.

We developed and promoted the Absolut 100 app, connecting the brand with one hundred curated places across Mexico. The experience combined venue discovery, editorial content and location-led browsing.

Absolut 100: archived city-guide interface.

FROM PRODUCT TO AUDIENCE

Build the experience. Help people discover it.

The work included the app itself and its promotion, not only a campaign pointing to an existing product.

MY CONTRIBUTION

Digital development, project coordination and promotion as part of the agency team, alongside my hands-on work on interactive software and brand websites.

Absolut 100 mobile: city and category discovery.

Absolut 100 mobile: venue content.

Absolut 100 mobile: location-led browsing.

ABSOLUT GLAM

From scenic construction to a branded environment.

We adapted the brand platform into a physical installation, coordinating construction, installation and the finished guest experience.

BUILD / Scenic installation in progress.

INSTALL / The completed environment in its retail setting.

EXPERIENCE / The finished guest-facing interior.

Explore the Absolut Glam build and details 4 images

Construction and lighting detail.

Materials and scenic build detail.

The finished structure viewed from above.

Product presentation inside the environment.

IN AN ABSOLUT WORLD

Bring the brand into a public space.

BUILD / Preparing the public installation.

INSTALL / The experience in its public setting.

PARTICIPATION / Visitors engaging with the installation.

Explore more public-activation photography 2 images

Additional construction documentation.

A guest taking part in the public experience.

Absolut Rock: installation and branded multimedia 2 images

The physical activation was extended through branded multimedia distributed on CD.

Absolut Rock: the music-led brand installation.

Original branded CD and packaging.

04 / JIM BEAM / BRAND MANAGEMENT

A little Kentucky, brought to Mexico.

Small-group hospitality at La Casa de Jim Beam.

LA CASA DE JIM BEAM

Small groups. A fuller brand experience.

We invited guests into a Kentucky-inspired setting with tastings, BBQ, music and hosted participation. The experience connected product discovery with hospitality and social conversation.

MY CONTRIBUTION

I managed Jim Beam directly: client relationships, brand content, digital activity and coordination of experiences, launches and their social extension.

PREPARE / Building the Jim Beam bar environment.

TASTE / A hosted tasting with food and product education.

EXPERIENCE / Kentucky-inspired BBQ and hospitality.

Explore La Casa de Jim Beam 4 images

Guests sharing the live brand experience.

The prepared bar and product display.

Brand details throughout the venue.

An on-site invitation to follow the brand on Facebook.

JIM BEAM HONEY

Connect the launch, media moment and social content.

Our work brought together the branded environment, on-site experience and digital content. PR partners handled media invitations, with coordinated production and social distribution.

Jim Beam Honey: branded launch environment.

Jim Beam Honey: launch presentation and guest participation.

Archived Facebook content extending the Jim Beam Honey launch.

Explore more Jim Beam Honey launch photography 2 images

Media and content capture at the launch.

Additional launch and audience documentation.

COMMUNITY GROWTH

≈500KFacebook community at peak

The archive captures an earlier point: 428,105 total page likes, with 426,570 highlighted on 30 November 2015. The community later reached approximately 500,000.

Archived Facebook reporting. The graph documents a historical snapshot, not the later peak.

CONTENT & PURCHASE OPPORTUNITIES

Keep the product visible beyond the event.

Product-led social content and cocktail communication.

Product and cocktail presentation.

Point-of-sale visibility and retail product presentation.

View the archived Jim Beam video channel 1 images

Archived Jim Beam YouTube publishing and distribution.

05 / TEQUILA HORNITOS / INTEGRATED MARKETING

From social participation to VIP experiences.

Hornitos Black Barrel: panoramic launch documentation.

MY CONTRIBUTION

I managed Hornitos directly, designed its website and connected community activity, content, launches, sponsorship activation and live experiences with the client and specialist partners.

HORNITOS LIVE

A social contest became an exclusive night out.

Competition winners travelled in a party bus, accessed exclusive suites and received VIP entry to the event. The journey connected participation on social media with an in-person brand experience.

≈700KHornitos Facebook community at peak

THE WINNER’S JOURNEYReconstructed from the activation format

01Social contest
02Winners selected
03Party-bus transfer
04Exclusive suites & VIP access

Hornitos: branded bar and live environment.

Hornitos: product presence overlooking a live event.

MUSIC SPONSORSHIPS / SOCIAL ACTIVATION

Three MTV Unplugged sponsorships.

With Tequila Hornitos, we activated sponsorships through social media dynamics and audience participation. Our role was brand sponsorship activation, not concert production.

01Enrique Bunbury
02Miguel Bosé
03Molotov

WEBSITE, CONTENT & SOCIAL

A brand presence between the big moments.

The website connected products, cocktails, brand stories and Hornitos Live. Social content and video publishing extended the brand’s presence beyond individual launches.

Archived Hornitos website: products, cocktails and brand discovery.

Archived Hornitos Live website: events and editorial content.

Archived website: brand story and product range.

Explore Hornitos social and video publishing 2 images

Archived Hornitos Instagram content.

Archived Hornitos video channel and publishing.

06 / AZTECA DE ORO / PARTICIPATION

A branded moment people could take home.

The photo activation combined a physical installation, green-screen photography and branded outputs. The sequence makes the work tangible: build the setting, invite participation and deliver a personalised takeaway.

INSTALL / Branded photo booth, green screen and lighting.

PARTICIPATE / Guests inside the photo experience.

TAKE AWAY / The resulting branded photograph.

Explore the photo-activation archive 3 images

Building and preparing the photo installation.

Product-service detail from the activation.

Additional branded photo output.

MY CONTRIBUTION

Project and client coordination within the agency, connecting the activation idea with installation, suppliers and the participant experience.

07 / THE WORK BEHIND THE WORK

Brand knowledge connected the decisions.

Client & corporate relationships

Briefs, proposals, presentations and alignment with international brand teams.

Multidisciplinary delivery

Media, PR, venue activation and specialist production partners working toward the same objective.

Hands-on execution

Software, websites, digital content and the detail required to bring projects to life.

Original photography, platform captures and project materials from Ruff Media’s operating years. Selected images document different projects and editions; community figures describe historical scale, not current audiences.