Kevin Arias / Creative Director

• Led a cross-functional Deployment Team in the supervision and alignment of communication strategies
• Utilized data analytics to understand consumer needs
• Ensured compliance with global guidelines
• Aligned Consumer Research needs, provided briefings, and supported the Insights team
• Successfully put the brand on the ATL and digital map among competitors, enhancing visibility and market presence
• Pioneered the creation of the industry's first free financial educational platform
• Demonstrated proficiency in implementing AI tools to improve and streamline processes
• Increased content relevance and engagement through data-driven insights
• Implemented a streamlined process for asset creation and localization
• Elevated craft for Brand creative concepts and campaigns, including 360° campaigns.

What I Did: Brand Highlights:

As a Creative Director, I led the creative vision and execution for top brands like Bachoco, AT&T, Electrolit, Bayer, Domino’s, Yoplait, and Histofil, developing integrated campaigns that drove engagement and brand growth. My role was to ensure every idea aligned with TBWA’s "Disruption®" philosophy, pushing boundaries while meeting business objectives.

Passionate about crafting ideas that disrupt, engage, and inspire, I thrive in a fast-paced creative environment where storytelling meets strategy.

• Customized brand message to reach and capture target audience interest and drive engagement.
• Wrote advertising copy for online and offline content, adhering to employers' overarching brand identity and personality.
• Monitored performance of copywriting campaigns and analyzed data to identify areas of improvement.
• Selected high-quality photos and videos to complement written copy.