Carolina Cortella is an Argentine-American creative director based in California. With over ten years of expertise in visual storytelling, branding, and marketing, she blends strategic insight with imaginative direction. She began her career in film directing, with photography becoming a complementary part of her visual practice —an immersive foundation that refined her eye for narrative, visual composition, and creative collaboration. Carolina leads multidisciplinary teams in developing cohesive, resonant ideas across digital, print, TV, and social platforms. Her work is defined by depth, a distinct artistic sensibility, and a strong visual identity grounded in cultural relevance.
Universidad del Cine (FUC)
Buenos Aires, Argentina
Bachelor in Film Direction
2005-2010
- Benton & Bowles
My process begins with curiosity — asking questions about a brand’s values, ambitions, and audience. Whether it’s a product launch or a full brand refresh, I aim to uncover what makes the story worth telling and how it can connect emotionally across every touchpoint.
I work closely with copywriters, photographers, designers, and editors to shape a cohesive narrative. I guide teams through positioning, tone, and visual storytelling, while crafting a strong, consistent aesthetic that resonates — across imagery, typography, casting, and spatial design.
My role is to translate abstract ideas into an immersive visual language: one that reflects a brand’s core, builds trust with its audience, and holds up across platforms. I value context, high‑quality photography, and visual rhythm. I look for clarity, emotion, and an editorial sense of flow — the kinds of choices that turn a campaign into a world.
At the core of every project is rigorous brand research: What makes this brand unique? What do its audiences need to feel? How can our story help them see themselves in it? I like to study each client’s history, market position, and cultural context to inform every creative decision.
I believe strong creative direction balances vision and precision with research‑driven insight. It’s about building visual systems that evolve with a brand — and leaving space to shift, adapt, and grow. Whether working with legacy names or early‑stage startups, I’m drawn to stories that invite people to learn something new — about the world or about themselves.
Selected Clients
Adidas, Alice Mathias, Alldayeveryday, Always, Apple, At&t, Afterhrs, Bassam Tariq, Canada, Caviar, Chevy, Dove, Eargo, Egg Farmers, Epoch, Expedia, Exit, Fanta, Furlined, Geico, Go Daddy, Google Pixel, Hyundai, John Frieda, Johnny Andow, Julien & Quentin, Kathmandu, Keith Schofield, LG, Lipton, Lipton, Loyal 9, Lubriderm, Macy’s, Myers, NBA, Nescafe, Nike, Nina Holmgren, Olay, Old Navy, Park Pictures, Porsche, Progressive, Pulse Films, Rare Beauty, Roman Coppola, Samsung, Sephora, Snapple, Smuggler, Stefan Hunt, The Director’s Bureau, Target, Upwork, Velveeta, Verizon, VRBO, Zillow.
Capabilities
Art Direction, Visual Research, Campaign Development. Visual Strategy. Moodboard Creation.
Studio & Location shoots Direction, Project managment. Video. Photography knowledge, Post-Production, working with editors.
Adobe CC (InDesign, Photoshop, Lightroom, Premiere, Bridge), PowerPoint, Keynote Figma. Keynote.Klaviyo, Mac OS, Asana.