PROFESSIONAL EXPERIENCE


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.

  • PhotographyOngoing 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.

LANGUAGES 

[fluent] English, Spanish

EDUCATION

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
BFA, Photography