ADVERTISING
I had the unique opportunity to work as a Creative Director for a Multicultural agency where I was exposed to a variety of cultures and was hands-on in developing concepts, writing scripts and art directing bilingual projects for non-profit and corporate clients. My biggest achievement was heading the Hispanic portion of a five year campaign for the state of California. I was involved in conceptualizing and writing TV and radio spots, billboards and print ads. I collaborated with partner agencies, top-notch directors and production companies to produce some award winning spots. Below are a few examples of the more than twenty spots I was involved in.
I had the unique opportunity to work as a Creative Director for a Multicultural agency where I was exposed to a variety of cultures and was hands-on in developing concepts, writing scripts and art directing bilingual projects for non-profit and corporate clients. My biggest achievement was heading the Hispanic portion of a five year campaign for the state of California. I was involved in conceptualizing and writing TV and radio spots, billboards and print ads. I collaborated with partner agencies, top-notch directors and production companies to produce some award winning spots. Below are a few examples of the more than twenty spots I was involved in.
SUPERKID
IT ADDS UP
NEWBORN
RADIO
I helped a partner agency produce this Raley's Supermarket spot in Spanish. I adapted the copy, cast the V.O. talent and directed them in the studio record session.
GRAPHIC DESIGN
I started my career in publishing designing membership directories and city guide books. I then moved into designing marketing and sales collateral, retail and packaging for Sebastian International, Inc. and DIRECTV. I worked closely with creative directors, marketing directors, copywriters, photographers and print vendors to design consumer materials in various languages. Throughout my career, I've learned to design effective materials in fast-paced environments while supervising junior designers to maintain brand standards. Below are examples of some of the distinctive designs I've worked on which showcases my typography skills and photoshop abilities.
SEBASTIAN INTERNATIONAL, INC. / MAGAZINE SPREADS
When you claim to be in the forefront of the hair care and cosmetics industry you better come up with groundbreaking imagery. This was our team's daily brief while working in Sebastian International's busy creative department. The brand had very high design standards, so we were constantly pressured to develop unique layouts. I Art Directed these two print spreads using original typography and extensive Photoshop techniques.
DIRECT MAIL
As your home mailbox can attest, print is not dead. I've worked on a variety of direct mail pieces in both Spanish and English. Whether they're postcards, brochures or newsletters, they have all helped inform and educate potential customers of a promotion, service or issue.
Three distinctive postcards where used to promote the haircare product that is best suited to deliver the season's style.
EVENT DESIGN
Events are special. And for me, it's all about designing materials that stand out while helping to build the brand. I have developed a series of event materials for my clients that include exhibit posters, programs, brochures, display boards, Powerpoint presentations and trade show booths.
LOS ANGELES CITY HALL EXHIBIT
I was commissioned to design a 22 poster exhibit showcasing my client's accomplishments over the past sixteen years. The non-profit client rebuilds neighborhoods to help businesses and to beautify the community. Originally, they had asked for simple before-and-after construction posters, but I instead developed a themed exhibit titled "Stop By," which not only beautifully displayed their projects, but also engaged the viewer by showing them the project location and asking them to stop by the site.
INTEGRATED CAMPAIGNS
It's no longer sufficient to create an ad in one medium. With today's technology, ads need to function and be viewed in various devices. I have designed campaigns that are equally effective on the web, outdoor and in print.
This campaign used captivating imagery to warn parents about the dangers of secondhand smoke around their children. I wrote and designed bilingual print, OOH and web banners and produced several radio spots that helped share this important message. The ad above is a web banner. The one below is an 8-sheet billboard.
MULTIMEDIA
Working on multimedia projects allows me to use all of my skills. I enjoy nothing more than projects where I can combine my graphic design and video experience. I love being on-set collaborating with directors, videographers, photographers and writers and making quick decisions about content, shot angle and set design.
This project began with the design of three booklets that were distributed to parents. When the client learned that parents didn't have the time to read, they decided to convert the booklets into an interactive DVD program they can watch. I acted as Art Director and Producer while partnering with an agency to produce the motion graphics, videos, music, subtitles and V.O. Below is a snippet of the 40 minute program.
LOGO and BRANDING DESIGN
I love designing logos. They're a vital component in the branding of a company and a heck of a lot of fun to do. I enjoy researching the company, learning what makes them tick and creating an image that captures their spirit and purpose. Here are a few of my favorites.
