BRAND AND CREATIVE STRATEGY . MELBOURNE

Hi, I'm Carmen

Creative direction from strategy to execution, across brand, campaign, and motion.

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MY PROCESS

I lead creative from positioning through delivery, without losing the thinking between them. I believe the most expensive moment in any creative project is the space between what was meant and what got made.

60%

Pitch win rate across proposals

20+

Brands across campaign and content

4-8x

Target KPI across campaigns

5 Industries

Beauty, health, FMCG, B2B SaaS, broadcast

Selected Collaborations

BRANDING

STRATEGY

Building the brand platform for a pharma skincare label's first digital-first launch, from positioning to campaign

O'CERA

Pharma to consumer · Brand platform · Naming · Campaign · Digital

Built from zero. I originated the brand positioning, naming rationale, visual identity, and campaign architecture.

DELIVERABLES:
Full brand strategy

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MOTION

HEALTHCARE

An illustrated short film turning conversation about breast cancer into a love letter to yourself

ROCHE

Healthcare Campaign · end-to-end animation · Illustration · Storyboarding · Concept to final cut

A clinical brief turned into emotional storytelling. Concept through final delivery strategy, art direction, illustration, to animation and performance creative. Solo animation production end-to-end.

Result:
55K+ views · Full concept-to-motion ownership

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CAMPAIGN

BEAUTY

A skincare campaign pairing coral conservation with cultural resonance, building trust with Muslim consumers during Raya

KOSÉ

Cultural insight · AR experience · Microsite · Bilingual UX · Social

A Raya campaign built on cultural insight and environmental awareness. Strategy, art direction, AR activation, influencer direction, and full campaign rollout.

RESULTS:
150% ROI · 40% CPC improvement · 57% CPM improvement

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CAMPAIGN

INTERACTIVE

A Chinese New Year campaign turning festive tradition into an interactive shopping journey

ELLGY PLUS

Cultural campaign · Gamification · UI/UX · Performance marketing

A festive digital campaign built on Chinese New Year cultural insight and a gamified shopping mechanic designed to convert. I directed creative strategy, UI/UX, and full performance rollout.

RESULTS:

1.8x festive revenue · 57% conversion improvement · 103% revenue YoY

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The Approach

Great creative work is usually lost somewhere between the strategy and what actually gets made. I stay across the full process, from brand and campaign positioning through to creative execution and motion, so the thinking that goes in is the thinking that comes out. On both sides of the process, one person is accountable for the result.