Leticia F.
✨ Newly AddedBrand Creative Strategist | Art Director | Visual Storyteller
Notable Highlight
Built creative strategies connecting cultural trends, audience behavior, and brand objectives to produce campaigns with strong organic engagement and measurable business impact.
Experience Summary
Creative Strategist and Art Director with over 15 years of experience developing creative strategies, brand positioning, and visual campaigns for global brands across fintech, banking, entertainment, technology, culture, and consumer products. Led projects from strategic insight and creative concept through art direction, motion design, illustration, video production, and final delivery across digital, social, print, and interactive platforms. Created social-first campaigns for Instagram, Facebook, YouTube, TikTok, and LinkedIn while maintaining brand consistency across international markets. Combined cultural insight, audience behavior, and AI-enabled creative workflows to produce engaging, high-performing campaigns for both B2B and B2C organizations. Collaborated remotely with international teams across Europe and Latin America.
Key Achievements
Delivered an organic social campaign for Bradesco that generated more than 4 million views, over 15,000 shares, and 89% positive audience sentiment from a production budget of only by identifying an emotionally driven video format that significantly outperformed the original campaign brief. Maintained brand consistency across more than 15 European markets during a three-year tenure with Ser., translating complex B2B fintech messaging into clear, engaging creative assets while supporting a global brand serving over 2,800 clients across 70 countries. Led creative strategy, concept development, art direction, motion production, and asset creation for campaigns spanning financial services, technology, entertainment, music, education, and cultural brands, delivering high-quality work independently across multiple international time zones. Won first place in a national design competition with Projeto TAMAR, resulting in a nine-year creative partnership as the brand's primary illustration and visual identity contributor, producing nationally distributed seasonal product collections that strengthened brand recognition and commercial success. Directed and produced interactive digital experiences, including augmented reality filters, Facebook Canvas campaigns, and large-scale illustrated experiences for internationally recognized brands and events including Rock in Rio, Coca-Cola Brasil, Disney, Palmeiras FC, and Faber-Castell. Integrated AI tools including ChatGPT, Midjourney, DALL·E, and Adobe Firefly into creative strategy and production workflows, reducing concept-to-delivery timelines by approximately 60% while maintaining creative quality and strategic effectiveness.
Skills
Work Experience
Brand Creative Strategist & Art Director
Ind. · Remote · Nov 2022 – Present
- Develop brand creative strategy for international clients across technology, fintech, and entertainment, connecting cultural insight and audience behavior to campaign concepts that earn attention organically.
- Own creative development end-to-end: from strategic brief and concept hypothesis through art direction, motion production, and asset delivery across social platforms.
- Build and iterate social-first creative systems for Instagram, Facebook, YouTube, TikTok, and LinkedIn, developing platform-native formats grounded in audience behavior rather than generic content calendars.
- Integrate AI tools (Midjourney, ChatGPT, DALL-E, Adobe Firefly) into creative strategy and production workflows, reducing concept-to-asset timelines by approximately 60% while maintaining craft and strategic quality.
Senior Art Director
Ser. · Remote (Germany) · Nov 2022 – Oct 2025
- Maintain brand creative consistency across 15+ European markets simultaneously, translating complex B2B product narratives into clear, engaging visual content for diverse international audiences.
- Design and produce assets for product launches, campaigns, and brand communications across social, digital, and print, working within established brand guidelines and delivering at high volume with minimal supervision.
- Adapt creative to regional market needs across EMEA while preserving global brand coherence, developing an intuitive understanding of how cultural context shapes communication effectiveness.
- Manage multiple concurrent creative projects across international time zones independently, ensuring consistent delivery quality throughout a 3-year remote engagement.
Art Director & Brand Creative Strategist
BAPB · Mar 2016 – Nov 2022
- Connect cultural insight to brand creative for Bradesco, identifying what Brazilian audiences were feeling, what conversations were already happening, and how the brand could join them authentically without breaking brand trust.
- Propose and validate video format over originally briefed static post for Pink October 2021, identifying that emotional video storytelling would outperform in organic reach and cultural shareability. Direct end-to-end: concept, filming, editing, animation. Result: 4M+ organic views, 15K shares, 89% positive sentiment. Budget: .
- Direct Valentine's Day 2D animated short as sole creative responsible, handling concept, script, cultural tone, soundtrack research, animation, and delivery. Result: 4K+ organic views.
- Conceive AR filter strategy for Bradesco-sponsored events, identifying interactive format as a culturally relevant touchpoint for younger audiences, building complete experiences in Spark AR from concept to technical build.
- Direct Facebook Canvas experiences end-to-end: brand narrative strategy, interaction design, visual language, animation, and information architecture.
- Lead brand creative strategy for Sports Halls educational series, identifying educational video as a culturally timely format during Rio Olympics, reaching 2.3M+ views through motion design and clear visual storytelling.
- Build and maintain social-first creative systems across Instagram, Facebook, and YouTube, developing brand-consistent visual frameworks that introduce fresh cultural angles each campaign cycle.
Art Director
DCBA · 2011 – 2015
- Build brand creative strategy for entertainment, music, and cultural clients including Rock in Rio, Lollapalooza, Sónar, Brahma, and Turner, connecting brand positioning with the cultural conversations their audiences were already part of.
- Develop real-time content strategy during Rock in Rio live events, creating the creative framework that kept brand voice consistent, culturally sharp, and visually coherent under hourly live production conditions.
- Conceive and direct "Pra Sempre Rock in Rio," an interactive digital experience celebrating the festival's 30th anniversary. Define the complete visual language and create 300+ hand-drawn illustrations.
- Develop social-first creative across multiple brand categories simultaneously, building audience-specific approaches for entertainment, FMCG, construction, and media clients from the earliest years of Brazilian digital culture.
Creative Partner
IBPT · 2010 – 2020
- Win national design competition in 2010, establishing a 9-year creative partnership as the sole illustrative and brand voice for Brazil's leading sea turtle conservation brand.
- Develop seasonal illustration collections that connect conservation purpose with commercial appeal, building brand creative that communicates environmental values while functioning as desirable retail objects sold nationally across 9 consecutive seasons.