In 2019, together with my partner Luis Ramirez, I co-founded the creative marketing agency, Cast Iron LA. We saw a flood of great clients wanting work, but were too small for a large agency to service. So we decided to change that.
Prior to that, I launched, built and managed Honda's digital and social media presence for 23 years, bringing business success, awards and accolades for my client along the way.
I’m an emotionally intelligent storyteller who knows digital audiences and the inverted way they consume our narrative. I understand the habits and psychology of Millennial and Gen-Z mindsets, and create work that connects with their values. In my career, I have created everything from brand launch campaigns to activations, to web content to Vines to Superbowl launches to a 30-minute documentary. I approach all projects with equal purpose and enthusiasm.
I strongly believe that diversity and inclusivity are necessary to produce the best work possible and have several published pieces on Adweek and 3 Percent blog on the topic. I'm a confident presenter, egoless communicator, serial collaborator and work to build lasting and meaningful workplace, client and partner relationships buoyed by respect and trust. My approach is to be a curious collaborator and problem solver, bringing out the best in my team.
My campaigns have been recognized by Cannes, Shorty, CLIO, One Show, IAAA, Belding, ThinkLA, Addy, Webby, CA Annual, P.R. Daily, Belding, ThinkLA, J.D. Power, Yahoo! Big Idea Chair, Yahoo! Searchlight, MIXX, OMMA, WOMMA, Drum and One Show.
I am a Webby Judge, LeBook judge, Addy Judge and a 20-time editorial contributor to FastToCreate, Adweek, iMediaConnection, Campaign Live, Digiday, The Drum, Little Black Book and more.
Click on an image to view the campaign.
Awards should not be a lighthouse.
But they should serve as a helpful byproduct of doing great work. Awards are a currency, one that allows us to be brave, take bigger risks, to trust our gut.
Awards are the shared experience that brings an entire team together. I was part of the team that brought our first Cannes Lion to the agency. The first thing I did was give it to everyone to enjoy, finance, HR, etc. People happily took across L.A., and shared the experience together. I created a Tumblr to document it all.
It’s easy to get caught up in the world of meetings and emails that you lose track of what you love about this business.
Being a working creative director keeps me honest, humble and closer to my team. Even if I am doing spec work, a personal project or writing an article for the publications below, I have learned one thing. Never turn my back on the skills that brought me here.
Writing keeps the creative mind fresh. Rust sets in fast.
Click My Pubs below to see all articles.