Hands-On Creative Direction

I believe creative leadership requires more than just pointing fingers. It requires rolling up sleeves. My approach combines rigorous strategic thinking with immersive, hands-on execution to deliver work that actually works.

360ºmeans more than a circle

I provide 360º creative direction that covers the entire content spectrum of campaigns, from photography and video production to app design and XR experiences. My expertise lies in leading professional teams to concept, design, and execute integrated campaigns that work seamlessly across all digital and physical platforms. I focus on practical, high-quality execution, ensuring that every project is not just visually strong but also strategically built to drive measurable business results.

I have led creative strategy and alignment for 10+ annual global campaigns across the Motorcycle, ATV, and Jet Ski divisions. Directed elite cross-functional teams to bridge the gap between high-level marketing goals and visual execution. Most notably, I spearheaded the Teryx® KRX 1000 launch—the agency’s most successful production to date—which directly resulted in securing Kawasaki’s full global account. I have led the photo direction for the past 6 years, being lead art director for photography worldwide (10+ products a year)

A Brief case study of the Process:

Teryx KRX1000 Blackout

From scouting the perfect dune to the final retouching, my process transforms high-octane desert chaos into cinematic art. I manage the entire lifecycle of a shoot—strategic concepting, technical storyboarding, and high-speed execution—to ensure the raw grit of the machine meets the precision of a professional edit.

This is a brief case study for one of the many products I have shot thru the years.

Scouting is one of the most important steps in a campaign.

That is me in 130º F weather in Utah desert shooting the launch of th Teryx KRX1000

The Result: A look-book of a day having fun in the desert from day to night with the special Blackout Edition. Stories that connect with the right audience.

BORDERLANDS SERIES (GEARBOX SOFTWARE)

When generating AI content for brands, consistency and detail are paramount. From the texture of the fabric to the precision of the color palette, it’s about more than just creating an image. It’s really about crafting a natural, authentic visual that speaks the same language as your consumers. Looks like there was no effort creating them? That means we are right on target.

Creative Delivery

When generating AI content for brands, consistency and detail are paramount. From the texture of the fabric to the precision of the color palette, it’s about more than just creating an image. It’s really about crafting a natural, authentic visual that speaks the same language as your consumers. Looks like there was no effort creating them? That means we are right on target. I used all these detail to create pitch decks and branding excercises for a new brand that shapes itself differently in a very tradition oriented market in order to disrupt it.

Calle_Oro_ Presentation.pdf