I’m Carolina, a 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, visual storytelling, and brand identity work across lifestyle, beauty, technology, fashion, hospitality, design, and architecture. My work combines narrative, composition, and cultural research to create visuals and social-first content that feel thoughtful, cinematic, and culturally relevant. I’m especially drawn to projects centered around sustainability, innovation, clarity, craft, and a strong sense of place.

Education

Universidad del Cine (FUC)
Buenos Aires, Argentina
Bachelor in Film Direction
2005-2010

My Approach

My process begins with research and curiosity, understanding a brand's values, audience, and visual language to uncover what makes a story resonate. I approach each project through narrative, composition, and atmosphere, shaping cohesive content systems across photography, social-first campaigns, and brand direction.

Working across still and moving image, I develop and execute visual strategies that translate a brand's identity into consistent, platform-aware content — from campaign imagery to digital and print collateral. I collaborate closely with creative and marketing teams to align tone, aesthetic, and messaging across every touchpoint.

Whether building a content calendar, photographing a product, or developing a campaign treatment, I'm drawn to work that feels intentional, textured, and emotionally engaging — grounded in clarity, cultural relevance, and a strong sense of place.

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

Creative Direction:
Art Direction, Visual Research, Campaign Development. Visual Strategy. Moodboard Creation, Social Media Content.

Production:
Studio & Location shoots Direction, Project managment. Video. Photography knowledge. Collaboration with Editors & Creatives.

Tools:
Adobe CC (InDesign, Photoshop, Lightroom, Premiere, Bridge), PowerPoint, Figma. Keynote. Mac OS, Asana.AI Creative Tools.

Languages:Bilingual in Spanish and English.