Inkberry Design Studio | Los Angeles, California
Principal / Creative Director / Photographer
Founded consultancy focused on print & digital, brand identity & design, and cross-media campaign development for advertising agencies, museums, and educational institutions to help bring clients’ ideas, brands, and properties to life.
Art Direction — Conceived, creative directed, and drove engagement with the general, Hispanic, and educational markets through cross-media applications for clients, including, CareMore, LA Care, HP Printers and NASA OSSCEE Workshops.
Photography — Ongoing resource for the production of lifestyle, product, and packaging photography assets for use across the e-commerce, print, and advertising executions of various clients, including Pinkberry, Hi-Ness, The Wende Museum of the Cold War, and Animavi.
Beachbody LLC | Santa Monica, California | 2015 – 2018
Associate Creative Director
Brought on by the then $1B in-home fitness & weight loss solutions giant to play a key role in building out its creative and content capabilities — successfully launching several products, including its expansion into digital streaming with Beachbody on Demand and the new nutrition-first target segment with 2B Mindset.
Promoted an atmosphere of deep collaboration and creativity — connecting business stakeholders with creative early on to solidify strategic direction while positioning the end-user, analytics, and usability at the epicenter of all design decision-making to maximize product purchase and user engagement.
Streamlined digital design team workflow and capabilities with the introduction of refined methodologies for prototyping, creative review, and photographic image creation — unlocking greater control and flexibility over original content development and consolidating delivery timelines across the board.
Partnered closely with leadership in transforming Beachbody’s numerous independently-aligned fitness brands into a highly-profitable, unified on-demand streaming service — overseeing all aspects of redefining the brand hierarchy, its voice, design, content strategy, and advertising approach.
Led the creative on the launch of Beachbody’s nutrition & weight loss program, 2B Mindset, shaping all branding, marketing platforms, and user tracking & planning tools. The program generated $24M in just 8 months from a new target segment — becoming Beachbody’s 2nd largest network launch ever.
Los Angeles Times Media Group | Los Angeles, California | 2010 – 2015
Freelance Art Director / Photographer
Engaged by the marketing arm of the then Tribune-owned media company in a full-time freelance capacity to build 360 campaigns and promotional programs for distribution across the diverse portfolio of broadcast and digital properties in addition to the Los Angeles Times newspaper.
Led the creation of numerous cross-media advertising campaigns to drive readership and engagement for The Taste of LA, Festival of Books, Hero Complex, The Travel Show, and The Envelope Publication & Screening Series — receiving multiple ADDY Awards for print, out-of-home, and in-theatre spot executions.
Shot on-location and studio photography, capturing a wide range of subjects and events, including renowned, Pulitzer-Prize-winning food critic, Jonathan Gold — drawing awards from Communication Arts, The Prix de la Photographie Paris, and The International Photography Awards, among other honorable mentions.
Acento Advertising | Los Angeles, California | 2008
Associate Creative Director
Hired by the boutique multicultural agency to serve as creative team lead and SME for the banking industry — conceiving and executing Latin-market-focused creative strategies for several high-profile AOR clients, including Wells Fargo, Time Warner Cable, Alaska Airlines, Staples, Southern California Edison, and California Tobacco Control Program.
Helped formalize a new blueprint within the agency for generating a higher level of creative output — injecting the creative team with training, new talent, and providing tactical direction to successfully pitch and win a new agency-transforming AOR relationship with Time Warner Cable.
Played an instrumental role in launching numerous cross-cultural marketing campaigns, developing TV and print concepts, directing photoshoots, and overseeing all campaigns through production — driving brand engagement and consumer loyalty through an approach of authenticity that reflected the consumers’ lives and diversity.
DDB Worldwide Communications | Venice, California | 2001 – 2007
Senior Art Director
Recruited into the iconic advertising and promotions agency to provide creative and photography support for its multi-million-dollar AOR relationships with Wells Fargo, Westfield Shoppingtowns, and Kia, among others.
Across six years on Wells Fargo, conceived and art directed numerous in-store merchandising campaigns — driving creativity and consistency into the brand’s presence nationally while activating its customer-base at the local level around new product launches, seasonal promotions, and in-store incentives.
Art directed major rebrand and communications effort to support the relaunch of Westfield Shoppingtowns — collaborating closely with copywriters and account management to develop on-strategy creative solutions for online, print, television, radio, OOH, and in-mall / experiential.
[ﬂuent] English, Spanish
UCLA | Los Angeles, CA
User Experience Design, Extension Class
University of Illinois at Chicago | Chicago, IL
MFA, Graphic Design
Rhode Island School of Design | Providence, Rhode Island