Regina Luis-Castillo Ibarra
Mexico City
Summary
Senior Copywriter with international training, specialized in concept development, storytelling, and the creation of brand narrative systems. Experienced in global agencies, bilingual Spanish–English copywriting, and a strategic approach to integrated campaigns.
Overview
8
8
years of professional experience
Work History
Senior Copywriter
Provoking
02.2021 - Current
- Development of creative concepts and narrative frameworks for integrated campaigns.
- Copywriting across multiple formats: ATL/BTL campaigns, digital, social media, podcasts, video, and brand assets.
- Creation and adaptation of brand tone of voice for different audiences and platforms.
- Brand storytelling and narrative scriptwriting.
- Content development in Spanish and English, ensuring semantic consistency and stylistic coherence.
- Direct collaboration with creative direction, design, and strategy teams.
- Creative translation (transcreation) of advertising concepts.
- Contribution to long-term campaigns and brand narrative universes.
Intern
Ogilvy
10.2021 - 01.2022
- Support in concept development and creative execution for international campaigns.
- Writing and adaptation of advertising messages across multiple formats and platforms.
- Collaborative work with multicultural creative teams within a global agency environment.
- Active participation in creative processes and international agency workflows.
Junior Copywriter
Provoking
01.2018 - 2020
- Copywriting for multiple digital formats and platforms.
- Support in concept development for campaigns and brand assets.
- Adaptation of advertising messages for different audiences.
- Collaboration with creative teams in the execution of integrated campaigns.
Education
Porfolio Program in Copywriting - Copywriting
Miami Ad School
Mexico City, Mexico05-2021
Skills
- Conceptual direction and creative thinking
- Brand discourse architecture and brand systems
- Tone of voice development and curation
- Strategic storytelling
- Senior-level advertising copywriting (ATL / BTL / Digital)
- Narrative scriptwriting and audiovisual content writing
- Creative transcreation Spanish ↔ English
- Full bilingual copywriting proficiency
- Conceptual adaptation across multiple platforms and formats
- Strategic-minded creative collaboration
Languages
English C2 (Full Professional Proficiency)
Spanish Native
Timeline
Intern
Ogilvy
10.2021 - 01.2022
Senior Copywriter
Provoking
02.2021 - Current
Junior Copywriter
Provoking
01.2018 - 2020
Porfolio Program in Copywriting - Copywriting
Miami Ad School