MICO TOLEDO
GROUP CREATIVE DIRECTOR
LONDON

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MICO TOLEDO
GROUP CREATIVE DIRECTOR
@WK LONDON

Email
Instagram
Who dat?



Clio Silver Craft
Clio Bronze on Film
D&Ad Silver Film Craft
D&AD Wood Pencil Film Advertising
Cannes Shortlist




HONDA DREAM MAKERS + CHANEL 4


Honda’s iconic Chanel 4 Film idents are a hard shoes to fill. For years the Film 4 idents have become iconic pieces in British advertising, so the pressure was real. The challenge was to celebrate Honda role and create a meaningful emotional link with cinema - cue Dream Makers. A homage to the art of filmaking in parallel with the ingeniuty and creativity that goes behind making a Honda vehicle. A reminder that both cars and films can start with a humble dream. The film directed by Time Based Arts brought five iconic cinematic scenes to life, from a script to a sketch, to a pre-vis, to a finalised filmic piece.  
The idents quickly became an online hit, being featured in Shots, Lüerzer’s Archive, and picking up two pencils at the D&Ad awards.















COACH ON YOUR OWN TIME


Coach’s new campaign features actresses Elle Fanning and Nazha is a cinematic reminder for a generation to find courage to move at their own pace in a world incresingly filled with expectations amongst a society that fantasishes and fetishes this endless pursuit of always achieving more and more. Elle and Nazha both rebell in these fashion spots directed by legendary director Henry Schofield taking agency to move at their own pace, accompanied by a stylish Coach Tabby shoulder bag, of course. 








KFC BBQ BURGER


Let’s be honest, we all know barbecue season in the UK sucks. So why not launch a the all new KFC BBQ Burger highlighting the reality many Brits experience during that Season, instead of the idyllic endless blue skies adopted by many brands.
For the launch of KFC BBQ Burger we decided to fully embrace the wetness of British Summer with a charming filmic spot that sees the good side of BBQ Season. Directed by Sam Pilling. Campaign Photographs by Sam Wright. The ad was called “A mini-masterpiece” by Campaign Magazine and also selected as one of TOP 20 FILM ADS in 2024 by Campaign Magazine. 












Creative Circle Gold in PR
Britith Arrows 
Creative Circle Silver in Brand Experience
Campaign Big Award
Cannes Shortlist

STELLA PLEASE


Bargoes in Britain could become quite agro during the festive Season, when hospitallity staff are in short supply and pubs and bars are at their fullest. To support hospitality staff during Christmas, Stella Artois partnered with Hospitality Action and created Stella Please, the same premium lager as Stella Artois, but for £1 less than a regular Stella. All people had to do was ask kindly for a Stella Please in one of our eligible pubs across the UK, and £1 was automatically donated to Hospitality Action.

The ad featured Marco Pierre White, the celebrity chef and enfant terrible of the UK restaurant scene plus print ads in the Guardian and Evening Standard kindly reminded people that manners don’t cost nothing, in fact a little politeness can even save you money.










Vimeo Staff Picks
Campaign Big Awards
Creative Circle Silver

SAMSUNG LONDON FASHION WEEK


Samsung wanted to focus on their Night Mode feature for the launch of the new Galaxy S22 Series. They had secured a partnership with London Fashion Week but were unsure on how to speak with a highly demanding and snob fashion crowd without credible fashion credentials. Enter designer Charles Jeffrey LOVERBOY, king-of-the-night, a young talented British designer making waves in the Fashion scene with his unapologetic night Queer couture. Together with director Matilda Finn we wrote a bonkers, over the top fashion film that somehow managed to combine Samsung’s mobile feature and LOVERBOY’s couture and club culture at the heart of the story (shot entirely at night, of course).

The campaign also includes a series of humorous product films to showcase the many other features of the new Galaxy S22. They were co-created and co-written with Charles Jeffrey whose acting skills are up there with his design abilities.