creative strategist

Creative lead specializing in Strategy and Art Direction.

Creating in New York and Austin.

BBDO: Welcome

BRIEF

Ron Brugal aims to establish a refined and elegant presence across media, positioning itself as a luxury brand that reflects its heritage and the sophistication of Dominican culture.

ROLE

I led all creative departments to craft and execute a cohesive brand identity across social media, CTV, and OOH platforms. I oversaw the development of high-end visuals, compelling content, and messaging that reflected Ron Brugal’s luxurious image, ensuring consistency and elegance in every piece of communication. Additionally, I managed the production process, timelines, budgets, and resources, ensuring the campaign aligned seamlessly with the brand’s luxury positioning and reinforced its premium reputation.

BRIEF

Ron Brugal required a Father’s Day initiative that would engage its audience while celebrating the heartfelt ways people honor fathers.

ROLE

I created the idea and led all creative departments to conceptualize and execute the campaign, ensuring the templates were visually appealing, on-brand, and user-friendly for customization. I oversaw influencer collaborations to ensure alignment with the campaign’s messaging and tone, amplifying its reach and emotional impact. Additionally, I managed production timelines, budgets, and resources, delivering a cohesive and impactful campaign that drove engagement and strengthened Ron Brugal’s presence on social media.

Rum Brugal

Case: "We Are This Way Because We Are From Here"

Category: Alcoholic Beverages
Effie RD 2021 Ranking: Bronze

Agency: BBDO

BRIEF

Develop and execute media strategies for the NBA, ensuring creative delivery and impactful media campaigns across multiple channels. Collaborate with agency teams to align creative with media strategies that drive business results and audience engagement. Ensure seamless campaign implementation and contribute to innovation and strategic recommendations.

ROLE

Align with the media team to craft and execute media strategies that drive business goals. Oversee the trafficking process, creative delivery, and timeline management across all channels. Collaborate with partners to optimize media placements and implement new tactics that positively impact results. Contribute to ideation sessions and weekly status meetings to ensure the campaign remains on track and aligned with objectives.

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BBDO: Welcome

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NBA

BRIEF

The team identified a need for a more engaging way to communicate key messages without coming across as boring. They wanted to enhance their communication style and create a more relatable connection with their audience.

ROLE

Development of an animated character for Meatless Monday, similar to how Duolingo uses its owl, to address the communication challenge. Developed the production roadmap for the character, including refining its design, conceptualizing its role, and creating a mood board that aligned with the brand’s voice and mission.