Introduction: Telling the story of a brand's arrival When a major brand enters a new market, every detail matters. The visuals must resonate with a new audience while staying true to the brand’s identity. For Bank Itaú, one of Latin America's largest and most innovative financial institutions, the launch in Colombia was a significant milestone. The campaign needed to be fresh, vibrant, and human. That’s where I came in. Collaborating with MullenLowe SSP3, one of the region’s