I’m Carolina — a creative director, photographer, and art director based in the Bay Area. Originally from Buenos Aires, I spent a decade in Los Angeles working in-house at production companies before moving into freelance. With a filmmaking foundation, I lead campaign direction, photography, product storytelling, and brand identity work for lifestyle, beauty, technology, fashion, hospitality, and design clients. My work weaves narrative, composition, and texture — grounded in a strong research approach and always aimed at creating visuals that feel honest, compelling, and culturally relevant. I’m especially drawn to projects that champion sustainability, innovation, clarity, and craft.
Universidad del Cine (FUC)
Buenos Aires, Argentina
Bachelor in Film Direction
2005-2010
My process begins with curiosity — asking questions about a brand’s values, audience, and visual language. Whether it’s a product launch, a campaign, or a rebrand, I aim to uncover what makes a story meaningful — and how it can resonate across images, layouts, and touchpoints.
I work closely with designers, copywriters, and creative teams to craft cohesive visual narratives. I shape art direction, photography, and design systems that align tone, composition, and atmosphere — through thoughtful choices in styling, typography, color, and pacing.
My role is to translate abstract ideas into clear and emotionally resonant visuals. I value context, high-quality photography, and visual rhythm. I look for clarity, mood, and an editorial sense of flow — the elements that make a brand’s world feel lived-in and real.
Every project is grounded in research: What makes this brand distinct? Who are we speaking to? How can we express the feeling behind the product? I study each client’s story, visual heritage, and market landscape to inform every creative decision.
Strong visual storytelling, to me, is about balance — combining vision with craft, clarity with feeling. Whether I’m photographing a product, building a pitch deck, or designing a campaign, I’m drawn to work that feels intentional, textured, and immersive.
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.