GOOGLE — ‘HOURS’ IN SEARCH
Insight as Creative Direction
In Mexico, food culture is spontaneous. A late-night taco run often begins with the same question: ¿Estará abierto? Is it open?
To highlight Google Search’s ability to check business opening hours, I led the development of a culturally grounded campaign built around a familiar street icon: the trompo, the rotating spit used to cook tacos al pastor.
The creative idea was simple and shareable:
“Comparte este trompo y nunca te faltarán tacos.”
Share this trompo and you’ll never be without tacos.
By linking a universally recognised food ritual with Google’s opening-hours feature, the campaign translated a functional product tool into a culturally resonant behaviour.
I directed the visual approach and illustration style, guiding the animation and craft to blend Google’s global design language with a distinctly local Mexican tone.
The result was a campaign that felt native to the culture while reinforcing a simple behavioural message:
Make sure it’s open. Hours in Google Search.