Microsoft Surface
Always-On Social
Creative Director
Upon joining the account, the Microsoft Surface social channels were deeply suffering. Under my creative direction, I instated a new visual language, analytics informed creative strategy, and brand new workflows.
Under my direction, within 6 months, TikTok views improved 585%, engagments improved 900%, shares improved 580%, and saves improved 557%, and Instagram told a similarly impressive story.
Account success expanded client’s view and led to a Pinterest pilot and a bespoke campaign for a new device launch, Meet the Makers.
Social-first storytelling is more than filming on an iPhone, it’s about making data-informed creative decisions and establishing a brand. In fact, for this account, I banned lo-fi creative and employed a hi-fi creative approach.
From Wednesday to Miercoles
Netflix
Creative Director | Director | Editor
Commissioned by ConTodo Netflix, I created this 20-second social asset to market Netflix’s Wednesday, proudly employing a majority Latinx crew.
By utilizing social-first transitions, deliberate cuts to music, and authentic creative direction, the piece garnered 1 million views in under 24 hours.
Mami Knows Best
Bumble
Creative Director | Director | Producer | Editor
This 4-video series TikTok series for Bumble (featuring Michael Cimino) was created for Hispanic Heritage Month Campaign. By employing an entirely Latinx crew, we created an engaging, authentic message.
Our hero video garnered 1 mil views in 24 hours.