Being the Creative Director for Viva Latino — Spotify's Latin music vertical— has been one of my favorite professional experiences. For three years, I led the creative vision and guided a talented team to position Viva Latino as the #1 hub for Latin music culture. Grew IG account by 124% and in-app playlist by 53% reaching 13M subscribers and surpassing competitors.
MY ROLE
Strategic and Creative Direction: Develop and execute creative strategies for social and in-app content ensuring consistency and cultural relevance.
Team Leadership: Lead and inspire a multidisciplinary team of copywriters, community managers, designers, and editors to ensure high-quality execution across all campaigns and deliverables.
Content Creation: Oversee the creation of video and still content for social media.
On-Site Production: Drive the end-to-end production of multimedia campaigns for major artists, including Camilo’s new album launch and an activation at the Latin GRAMMYs in Las Vegas.
CAMPAIGN HIGHLIGHTS
Camilo'S Album Launch Campaign
- Conceptualized and executed a cross-platform campaign for Camilo’s "Por Primera Vez" album launch, leveraging Viva Latino’s playlist and social channels to engage fans and amplify reach.
- The campaign included a 4-episode social-first show featuring a look into Camilo's personal life and his creative process which where launched on Viva Latino's IG every 3 days.
- We also created g 10-15 sec teasers to launch before the episodes to generate intrigue and awareness.
- Generated 57M in-app streams (63% above benchmark) and achieved a 60% share of voice (16.67% above benchmark).
Camilo's "Este Soy Yo" Show - Episode 1
Camilo's "Este Soy Yo" Show - Episode 2
Camilo's "Este Soy Yo" Show - Teaser 1
Camilo's "Este Soy Yo" Show - Teaser 2
Latin Grammys Activation
- Spearheaded production for Spotify's Viva Latino presence at the Latin Grammys, including on-site content creation, interviews, artist collaborations, and live social media coverage.
- Ensured seamless alignment with Spotify’s brand identity and Latin music culture.
- Resulted in the creation of 23 assets for publication throughout 4 months.
- Generated a 11.7% ER through IG stories featuring BTS content
