Mario
Caballero
 

What?

BRAND IDENTITY
PACKAGING DESIGN
ART DIRECTION

BRAND IDENTITY

FOOL’S GOLD


Plant based ice cream with 0 added sugars or artificial sweeteners

 
 
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What?

BRAND IDENTITY
ACTIVATION DESIGN
Art Direction

UBER

Drive-In


180 Days of Change was UBER's initiative to address feedback and improve the driver experience. For Chapter 3: Flexibility we revamped a vintage movie theater for a 12h drive-in activation featuring the largest movie screen in the US. 

 
 
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Mural: Mike Ecker  •  Tagline by Missy Kockos

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What?

UX/UI Design
PRODUCT DESIGN
3D/Motion

UI DESIGN

Tide


A surf app that forecasts and visualizes waves and wind conditions based on height, speed and swell direction. Since surfing happens early in the morning, the app doubles up as an alarm clock that only rings if pre-determined surf conditions are favorable. I stylized the app using a three color gradient inspired by traffic lights (teal, yellow, red) to illustrate the surfing conditions (good, fair, poor). This allows for a quick and clear read, as surfers check the weather before bed and early in the morning.

 
 

MAIN VIEW

App Demo

LANDING PAGE

Home

01

Alarm

LANDING PAGE

About

02

Forecast

03

Favorites

 
 
 

What?

ACTIVATION DESIGN
Art Direction

UBER

Ice Cream
+ Activation


Since 2012, UBER Ice Cream has delivered 200,000 frozen desserts. The problem with anything free is meeting demand, so we partnered up with McDonald's to deliver free ice cream in 10 cities across North America. A limited collectible cone distributed via branded food trucks unlocked free ice cream at McDonald's every Friday for the rest of the summer. We launched Free Cone Fridays in NYC placing 100 collectible cones inside an 11,000 pound ice cube.

 
 
 
 
 

What?

BRAND IDENTITY
PACKAGING DESIGN
ART DIRECTION
WEBSITE

BRAND IDENTITY

THE SECRET LIFE


THE SECRET LIFE is a luxury, cannabis infused lifestyle brand that provides exotic varieties from award-winning genetics.

 
 
 
 
 
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What?

BRAND DESIGN
UX/UI DESIGN
EXPERIENCE DESIGN
ENVIRONMENTAL

TAKING STAY FURTHER

SONDER


Helping Sonder build the future of hospitality

 
 
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What?

UX/UI Design
 

UI DESIGN

Solebook


A digital sneaker encyclopedia covering iconic footwear of the past 50+ years. I focused on scrolling as the overarching user behavior: the scrolling bar is a timeline and the interface is designed around it. This allows for easy exploration and showcases the evolution of sneaker design across the decades. Simplified filters search by brand, model and style. Each sneaker page is complete with its own bio as well as Price information, Colorways, Style code and image gallery.

 
 

1/3

Home

2/3

About

Simple About page accessible through scrolling & main Navigation

VIEW 01

Summary

VIEW 02 – NIKE

3/3

Explore

Content hub showcasing featured footwear, filters and timeline

VIEW 02

Details & Outbound Links

VIEW 02 – REEBOK 

 
 
 

What?

POSTER DESIGN
ART DIRECTION
EMAIL

UBER MARKETING SPEAKER SERIES

David Kwong


Magician and Hollywood producer David Kwong came to UBER to talk about his new book Spellbound and the 7 principles of illusion. Then he blew our little minds with a bunch of sorcery. I designed these posters for the event as well as an email invitation.

 
 
 
 
 
 

What?

UX/UI DESIGN
ART DIRECTION
WEBSITE

WEBSITE DESIGN

FCBWest.com


During my time at FCB West I designed our company website and worked with developers at FCB Argentina to bring the design to life.

 
 

See in more detail...

 
 
 

What?

UX/UI DESIGN
ART DIRECTION
WEBSITE

CLOROX

Dr. Laundry


Dr. Laundry is a content hub where you can submit questions on stain removal answered by an expert. It's also the most visited page under clorox.com but the interface was hard to navigate and engagement was underperforming. Worked with Ben Elkind (UX strategist) to create an easy and friendly way to navigate this vast staincyclopedia.

 
 

See in more detail...

 
 
 

What?

Brand identity
ART DIRECTION

BRAND IDENTITY

The Hive


A premium artisan collective based in California's Central Coast.

 
 
 
 
 

What?

BRAND IDENTITY
ART DIRECTION
 

BRAND IDENTITY

NATIVE


Inspired by the wonders of the New World, NATIVE combines artisan tradition with the most natural ingredients.

 
 
 
 
 

What?

ART DIRECTION
COOL STUFF

CLOROX + COTTON INC

Odor Attack


During my time at FCB West, we (CW: Sara Mason) were asked to create an informational video highlighting the odor fighting benefits of Clorox + Cotton. So we made a video of Clorox and Cotton joining superpowers to fight odor villains in 8-bit. It's one of their most watched videos on the @Clorox Twitter with over 1 million views. Learn more at WhyDoYourClothesSmell.com 

 
 

You're welcome, friend

 
 
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What?

BRAND IDENTITY
ART DIRECTION
PACKAGING DESIGN

BRAND IDENTITY

Apogee

/ˈapəjē/     noun
1. the highest point in the development of something; the climax or culmination.
2ASTRONOMY the point in the orbit of the moon or a satellite at which it is furthest from the earth.

 
 
 
 
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What?

ACTIVATION
ART DIRECTION
EMAIL

NIKE STORE SUPER BOWL 50 

Swoosh Saturday


Designed all collateral from concepts to mechanicals for the Swoosh Saturday event happening at the Nike Store in San Francisco, where the Super Bowl 50 took place. The theme of the event was SPEED.

 
 
 
 
 
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What?

BRAND IDENTITY
ART DIRECTION
WEBSITE

HALOSHOT BY

Rsilient


Brand identity for Haloshot, a patented liquor spout that prevents your hangover. 

 
 
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What?

BRAND IDENTITY
ART DIRECTION
 

BRAND IDENTITY

Cavern Cellars


Wine delivery service. Naturally stored and delivered from the depths of earth.

 
 
 
 
 
 
 
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Print

 

 

OOH/Guerilla

Distributing ice-cold canned water –the ultimate thirst quencher– as the only healthy alternative to sugar-sweetened beverages.

 
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AGENCY WORK

Early work at agencies FCB West (San Francisco), Omelet (LA) and Mullen (Boston).
 

 

GHIRARDELLI

Ghirardelli Squares

 

Art directed the Ghirardelli Holiday 2017 videos. CD: Dennis McNulty CW: Abby McBeth

 
 

 

JETBLUE

TrueBlue Mosaic

 

 

Designed the email templates for JetBlue's premium membership, TrueBlue Mosaic.

 

OMELET LA

Social Posts

 

Was given these 4 quotes to illustrate for Omelet's Instagram.

 
 
 
 
 
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