Balmori

A day job.

Here’s a glimpse into my work: my approach focuses on humanizing brands through stories that connect emotionally with people, evoking universal emotions such as joy, hope, and courage.


This approach has earned me more than 30 Aspid Awards in pharmaceutical advertising across Ibero-America, recognizing my ability to transform insights into campaigns that not only resonate but also drive impact.


To achieve this, I start with deep insights obtained from key data, ensuring that each narrative resonates authentically and meaningfully.

“Together in Proud” reinforces Pfizer’s commitment to inclusion by using data to highlight the significance and contributions of the LGBTQ+ community worldwide. The campaign inspires pride and solidarity, positioning Pfizer as a strong ally of diversity.

With “as rare as you are” Pfizer celebrates Rare Disease Day by highlighting that the only thing rare are the diseases, not those who face them. The campaign promotes inclusion and empathy, breaking stigmas and remembering that each patient is unique and valuable. With a powerful and humane message, it reaffirms Pfizer’s commitment to research and care for those living with these rare conditions.

“More than a Headache” aims to raise

awareness about migraines' debilitating symptoms, highlighting how they

impact daily life beyond physical pain. The campaign encourages

recognizing migraines as a serious condition that requires understanding

and proper treatment.

With “Love Needs No Justification”

Pfizer celebrates Pride Month by embracing diversity and love in all

its forms. The campaign reinforces the company’s commitment to

inclusion, equity, and respect, highlighting that love, like health, is a

universal right that needs no explanation. A powerful message that

invites us to build a world that is freer, more authentic, and proud of

its differences.

Tolterodine's campaign features a clever visual: a urinal behind a “Break in case of emergency,” symbolizing how an overactive bladder can feel like a constant urgency. The message reinforces that Tolterodine is a fast, safe, and realistic remedy, allowing patients to regain control and peace of mind in their day-to-day lives. With a practical and direct approach, the campaign connects with those seeking an effective solution to this condition.

“Eliquis Quest: No Doctor Left Behind” turns routine sales visits into an epic mission by gamifying outreach to HCPs through pop culture’s iconic fictional doctors (Dr. House, Dr. Who, Dr. Frankenstein). Animated videos and leaderboards humorously frame reps as "Medical Trailblazers," earning badges for milestones while addressing real objections via playful scenarios. The campaign drove a 25% increase in HCP visits and 40%+ engagement, with reps praising its blend of nostalgia and purpose. Final tagline: “In the real world, every visit makes Eliquis a hero in stroke prevention.

“The Superpower of Moving Freely” illustrates how Xeljanz empowers patients with rheumatoid arthritis to regain mobility and pursue their dreams. Using dynamic visuals of interline spacing that forms superhero silhouettes, the campaign conveys the idea that better movement unlocks the hero within—transforming everyday actions into extraordinary achievements.

This campaign combines humor with compelling data

about prostate cancer to raise awareness and promote early detection. Through the slogan “Check This!”

it strikes a balance between lightheartedness and seriousness, using

hard data to emphasize the importance of regular screenings in saving

lives.

“Besponsa: Precision at the Vital Moment” features a tightrope walker embodying the life-or-death stakes of dosing accuracy in acute leukemia. Interactive dosing simulators and HCP testimonials drove a 30%

boost in protocol confidence and 95% guideline adherence.

“CIBINQO Takes Flight in Mexico” showcases a branded

plane soaring over a map where Mexico’s terrain transforms from

dermatitis-affected “skin” to smooth relief along its flight path.

Post-launch, dermatologist

engagement rose 35%, with 80% associating the campaign with innovation.


"Champions Of Pride" honors the trailblazers of the LGBTQ+ community whose courage and resilience paved the way for progress. By celebrating their legacy, we inspire pride and action, reinforcing Pfizer’s commitment to diversity, inclusion, and equality. Today we honor their fight; tomorrow, we continue it

“Women Leading Forward: One’s Strength Strengthens All” celebrated International Women’s Day by spotlighting Pfizer women driving innovation in science, sales, and logistics. Through video diaries, peer shoutouts ("She inspired me to…"), and a digital mural of contributions, the campaign amplified voices. A virtual panel tackled "Breaking Barriers Without Losing Your Voice," driving 85% engagement and a 40% spike in belonging.

“Everything Matters” uses the power of text messages to show how small details, like punctuation, can completely change meaning. This serves as a metaphor for life’s critical decisions, emphasizing that even the smallest actions and choices can have a profound impact. Because in life, just like in language, every detail matters

"I&Yo" connects the seasoned experience of Pfizer’s employees with the transformative journey of digital adaptation. The campaign emphasizes that the challenges of embracing new technologies are no different from the life challenges they have already overcome

"The sleep of your dreams"

highlights Halcion’s promise of restful nights, symbolized by a serene

sheep by your side. This offering of tranquility helps people reclaim

the sleep they long for.


Halcion (triazolam) is a drug used to treat short-term insomnia.

“Fullness in every move” highlights how Xeljanz empowers patients with rheumatoid arthritis to regain mobility and quality of life. The “X” symbolizes strength and balance in every step toward a fulfilling life.

“More than a Headache” aims to raise

awareness about migraines' debilitating symptoms, highlighting how they

impact daily life beyond physical pain. The campaign encourages

recognizing migraines as a serious condition that requires understanding

and proper treatment.

Celebrex introduces “Effective Action on the First Take” a campaign that illustrates pain doesn’t have to stop you. The image of a tennis player with her arm in a cast playing as if nothing hurts symbolizes the power of Celebrex to relieve pain from the first dose. With an inspirational and empowering tone, the campaign reinforces that, thanks to its fast action, patients can keep going without interruption, proving that their limits are not defined by pain.

“Viagra Jet” was

a version of the same drug but in a chewable format to have fast

absorption without needing water for the dose. In this way, a grade 4

erection could be achieved in less than 12 minutes. Our launch campaign

consisted of getting the message across quickly and easily with fake

billboards placed where it was impossible to find water.

This campaign celebrates International Women’s Day by honoring the

transformative contributions of women throughout history. With the

slogan "Thank you for saving the world” it recognizes

the impact of their courage, resilience, and innovation, inspiring

gratitude and a commitment to continue empowering women for a better

future.

“Breathe with Ease” captures

the peace of mind Abrysvo brings to parents by protecting their

children from the risks of RSV. The campaign uses hot air balloons

branded with Abrysvo to symbolize safety, care, and the arrival of hope

in Mexico—elevating families to a place of calm and reassurance.

“Don’t Stop Telling Your Story” highlights the importance of early cancer detection by focusing on the stories that could be left untold. By encouraging proactive health checks, the campaign emphasizes that seeking an early diagnosis is the key to continuing the moments, memories, and connections that define your life.

"Te Toca" uses the iconic foam hand, symbolizing team spirit, to encourage men to take charge of their health through prostate cancer screening. The phrase “Te Toca” is a clever play on words in Spanish, meaning both “it’s your turn” and referencing the tactile nature of the prostate exam. This dual meaning empowers men to act on prevention, turning a small step into a big win for their health

This campaign highlights the life-saving power of pneumonia vaccination

while addressing the critical need to overcome societal apathy. By

juxtaposing the availability of a vaccine with the lack of a cure for

indifference, it urges action, empathy, and responsibility to protect

vulnerable lives.

“Master Rep: Recipes for Success” reimagines sales strategy-sharing as a cooking competition, where Pfizer reps serve bite-sized video “recipes” on the intranet. Peers vote weekly, crowning a “Master Rep” whose tactics are featured in training modules. The campaign spiced up engagement (90% participation) and boosted regional KPIs by 18%.

fizer’s annual plan ignites breakthroughs by defying scientific, operational, and human barriers. Anchored in three pillars—boundless innovation (accelerating complex therapies), agile execution (AI-driven supply chains), and unbeatable teams (wellness + disruptive training)—it targets bold metrics: 20% faster drug launches, 35% HCP satisfaction boost.

This campaign, titled "Every Minute Counts"

highlights the resilience of cancer survivors as they rediscover the

beauty of life. It captures their journey of falling back in love with

every moment—cherishing time, relationships, and experiences—while

inspiring others to value early detection and celebrate life’s second

chances.

“Code Sepsis: The Crucial Moment for Life" underscores the life-or-death urgency of timely antibiotic administration in sepsis cases. By framing sepsis as a medical emergency where minutes define survival, the campaign empowers healthcare teams to prioritize rapid diagnosis and immediate treatment. Through targeted training, streamlined protocols, and real-time alerts, it transforms the "golden hour” into actionable awareness—reinforcing that administering the right antibiotic at the right moment isn’t just protocol, but humanity’s frontline defense against mortality.