Juan Emilio 99
Comedian brandingCreative direction · Branding · Strategy
Juan Emilio is a comedian from South Texas with a cast of characters and a catchphrase everybody yells back at him: “ma boi.” He plays padel with his buddy every chance he gets. That’s the guy, so that’s the brand. The goal: give him a home that’s all him, and get him ready to work with big brands.
- Client
- Juan Emilio 99
- My role
- Creative direction, branding, strategy
- Delivered
- Brand · Website · Character pages · Brand collabs page · Padel merch
- When
- October 2026 · ongoing
- Comedian · South Texas
- 319K on TikTok
- Still building
01Ma boi
It’s what people say when they see him, so it’s the first thing you see too. Big name, his face, MA BOI rolling across the screen. The colors are the ones he liked. Rub your finger on the background and ma boi shows up everywhere.
02The cast
He’s not one character, he’s a whole cast. ESL Kid, Security, Hot Cheetos Girl, the Whitexican. Each one gets a card on the home page. Tap one and their skits play right there. No app, no sign-in wall.
03The reach
He’s from Laredo, but his people are everywhere. Latinos all over South Texas, San Antonio, Austin, Houston. So we put it on a map. A brand sees in two seconds who he reaches.
04Brand ready
He’s already done deals with big names. Now there’s a page that shows it: his numbers, his past collabs, and two simple ways to work with him. No prices up front. A brand asks, he sends a proposal.
05Padel
Padel is his thing with his buddy, so the merch is a padel club. MA BOI Padel Club: a tee, a paddle, a court towel. Merch he’d actually wear on the court.