Hi, I'm Carmen
So, what makes an idea worth making?
Every project starts with defining the challenge, getting to know the audience, and shaping the core idea. I bring a strategic perspective to each step and help guide the creative work from initial direction all the way through execution.
Over the past 13 years, I've built a broad creative practice spanning animation studios, agencies and in-house teams. I've led work across brand campaigns, digital experiences, social content, illustration and motion, partnering with strategists, copywriters, designers and production teams, as well as delivering independently.
I led a team of five designers and motion artists, directed shoots, and provided copy direction to copywriters. My experience also includes hands-on creative development across animation, illustration, art direction and digital design.
Capabilities
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Research and audience thinking
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Insight development
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Positioning
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Creative strategy
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Campaign and content strategy
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Creative briefs
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Creative concepts
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Campaign development
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Art direction
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Visual direction
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Motion and content direction
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Creative team direction
Strategy + Creative
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Strategic problem framing
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Insight to idea development
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Brand & Campaign platforms
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Creative direction
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Cross-channel creative development
How I Work
01
Understand the problem
I start by identifying the audience, business objectives, brand, and context. Understanding the goals is essential before determining the design.
04
Direct the work
I give the creative team a clear direction, challenge the thinking and help shape the work through execution.
02
Find the opportunity
I analyze research, generate insights, and use creative thinking to identify meaningful tensions, opportunities, or ideas worth pursuing.
05
Keeping it consistent
I think about how the idea translates across different channels and formats, ensuring that the original concept remains evident in the final work.
03
Develop the creative response
I turn that thinking into concepts, campaign ideas and visual territories, defining what the idea is and why it works.
Selected Collaborations
