ABOUT

Carmen is an internationally awarded, idea-driven Executive Creative Director based in Paris. She believes in creating value through creative excellence and powerful storytelling.

As an independent partner for French and international clients, Carmen works closely with creative companies, founders, and brands to provide award-winning creative that drives business.

Previously, in Los Angeles, Carmen led high-performing, multidisciplinary creative teams for CP+B, TBWA/CHIAT/DAY LA, and Deutsch LA, where she developed some of the most awarded work for clients including The Grammys, adidas, Nissan, and the #MeToo Movement.

Before moving to LA, Carmen opened the first international office for TBWA\CHIAT\DAY in her native Mexico City. Hired as founding employee and Head of Creative, she led a bespoke sports marketing agency designed specifically for Gatorade.

Carmen’s work has been awarded at Cannes, D&AD, One Show, the Clios, and all the major industry festivals. But her greatest reward is making beautiful, strategic, and emotionally compelling work that clients can be proud of—and that people actually want to engage with.

When she’s not making brands famous, she’s most likely wandering around an art gallery or learning how to swear in French.

FREELANCE (2020-Present)
Executive Creative Director
Award-winning creative direction and services for founders, brands, entertainment companies, advertising agencies and production houses.

Creative Direction, concept development, storytelling, copywriting, script writing, 360º campaigns, social media, brand voice, consulting, intercultural insight, new business.

Selected clients: Apple, Netflix (USA and France), Activision Blizzard, KIN, Saturday Morning, GALE, Lord Jones.

KIN (2021-2024)
Executive Creative Director, Contract
Acting ECD for a remote-first creative company designed to advance social change and innovation through culture. Partnering with brands, organizations, and cultural innovators to create bold, transformative, and purposeful work.

Selected clients: Uber, Mailchimp, Delta Airlines, YouTube, Hinge, and Ben & Jerry's.

D&AD Wood Pencil 2023. ADC Awards 2x Silver. AdAge’s Purpose-Led Agency of The Year, Silver. Muse 2x Platinum and 3x Gold Winner. Fast Company Innovation by Design Finalist.

DEUTSCH L.A. (2017-2020)              Creative Director
Groundbreaking 360º creative for Uber, Target, Mattel Social, MeToo Movement, Bai, Squirt Soda.

CP + B (2016-2017)                        Associate Creative Director
Technology driven, integrated brand experiences and visual storytelling for Infiniti Global luxury cars and Infiniti Innovation Lab.

TBWA\CHIAT\DAY L.A. (2013-2016) Senior Creative (ACD Writer)
Multiawarded 360º campaign work for Nissan Americas, The GRAMMYs, Gatorade global, adidas global.

TBWA\CHIAT\DAY MX (2011-2013)
Head of Creative, Founder Employee
Opened a new international office and led Creative for Gatorade Mexico and LatAm, adidas Mexico and LatAm, new business.

OGILVY & MATHER (2007-2011) Integrated Associate Creative Director

GIBERT DDB/S2 (2005-2007)             Senior Copywriter

TERAN\TBWA (2003-2005) Copywriter/AD

Portrait: Greg Scaffidi
Beach photo: Julia Lindemalm