U.S. HISPANIC
Carlos Fernández Oxté of Archer Troy: “DOOH is Live Creativity That Reacts and Provokes”
29 de julio de 2025
Carlos Fernández Oxté, Creative VP at Archer Troy
In an era where consumers have become immune to traditional stimuli and digital formats struggle to capture attention, Digital Out of Home (DOOH) stands out as one of the most powerful, creative, and relevant media in today’s advertising ecosystem. This is according to Carlos Fernández Oxté, Creative VP at Archer Troy, who defines DOOH as “the only medium that cannot be blocked, skipped, or ignored.”
Fernández Oxté shared his vision on the evolution, advantages, and challenges of DOOH, emphasizing how this medium has transformed from a simple visual support into a platform with high emotional and creative impact. Archer Troy has demonstrated this in practice through projects that redefine what it means to connect with audiences in real-time, right from the streets.
“Twenty years ago, we sold billboard space as if we were real estate agents. Today, we’re DJs of urban creativity,” Fernández explains. During this transition, DOOH has radically evolved thanks to intelligent contextualization and real-time personalization. This allows a screen in Polanco to offer coffee in the morning and cocktails at night, adapting to consumer behavior in every micro-moment.
This vision has materialized in projects like Crash the Billboard for Garfield: Out of Home, where the iconic cat not only invaded screens but literally “broke” city billboards in a pioneering FOOH (Fake Out of Home) execution that became real, generating high impact on social media and on the streets.
For Fernández Oxté, the true power of DOOH lies in capturing “dead time” moments—that limbo between an Uber and a meeting, between an elevator and the office. “While other media beg for seconds of attention, DOOH is there, omnipresent, capturing the user precisely when no one else can,” he comments.
