Alex La Cruz
Summary
A New York-based creative director, photographer, and videographer from Puerto Rico, specializing in capturing the essence of my subjects with a daring and empathetic lens. My work reflects a unique blend of architectural precision and a spontaneous, cinematic approach to storytelling, transforming ordinary moments into extraordinary narratives.
Overview
12
12
years of professional experience
Work History
CREATIVE DIRECTOR
Parlor Social Club
New York, NY
05.2023 - Current
- Executed effective strategies to increase visibility, engagement, and loyalty of target audience
- Implemented processes for streamlining workflow efficiency and maximizing productivity
- Built and ran social media campaigns, aligning with corporate brand strategy
- Generated content ideas to engage target audiences and increase followers
- Utilized Google Analytics to track campaign progress.
CREATIVE DIRECTOR
Amanda Uprichard
New York, NY
- 02.2023
- Planned forecasting meetings to uncover cross-marketing opportunities and increase sales
- Prepared detailed storyboards to showcase creative designs and concepts
- Recommended improvements to client's digital aesthetic by reviewing all channels
- Directed visual design, copywriting and content for advertising and direct marketing campaigns
- Conceptualized and partnered with art directors and graphic designers to bring creative visions to life
- Increased Instagram followers by 11% to over 73,000 and enhanced engagement rates significantly within 3 months
- Organized and directed high-impact location shoots for summer campaigns in Mexico, overseeing crew hiring, location scouting, and scheduling in secluded areas
- Managed comprehensive project logistics, including travel arrangements for the team, ensuring efficient and timely execution
- Directed cross-functional teams on-site, fostering collaboration and creativity to capture the campaign's vision
- Maintained responsibility for budget oversight, optimizing resource allocation and adhering to financial guidelines
- Managed own accounts and projects, worked within budget and scheduling requirements
- Recruited top-notch design talent to successfully build strong creative team.
DIRECTOR BRAND CREATIVE
The Collected Group: Joie EQUIPMENT and Current/Elliott
Los Angeles, CA
06.2018 - 03.2020
- Reviewed and approved art materials, copy materials, and proofs of printed copy developed by staff members
- Direct staff members who developed design concepts into art layouts and who prepare layouts for printing, emails, and social
- Attended photo shoots and printing sessions to ensure that products needed were obtained
- Partnered with head designers to strategize concept and direction of collection and seasonal DTC editorials and campaigns
- Designed ecommerce websites and homepages
- Structured organization and cross department project management system using Asana
- Oversaw DAM and shared digital assets across marketing and PR department
- Created custom illustrations and other graphic elements.
ART DIRECTOR AND PHOTOGRAPHER
The Collected Group: Joie EQUIPMENT and Current/Elliott
Los Angeles, CA
05.2012 - 06.2018
- Provided mentorship and training to new hires regarding company policies and procedures related to design workflows
- Managed production process from concept through completion including casting talent, scouting locations, and managing crew on set
- Hired, train and direct photographers who created still live, ecommerce on model images, PDP, and supplemental digital assets.
Education
Bachelor of Architecture -
The Cooper Union
01.2009
Skills
- Content Production
- Social Media Management
- Creative Direction
- Adobe Creative Suite
- Typography
- Branding
- Campaigns
- Photography
- Video
- Video Editing
- Organization and Administration
- Campaign Development
- Storyboarding
- Premier
- Photoshop
- CapCut
- TikTok Ads
- Slack
- Asana
- Figma
- Wix
Websites
Timeline
CREATIVE DIRECTOR
Parlor Social Club
05.2023 - Current
DIRECTOR BRAND CREATIVE
The Collected Group: Joie EQUIPMENT and Current/Elliott
06.2018 - 03.2020
ART DIRECTOR AND PHOTOGRAPHER
The Collected Group: Joie EQUIPMENT and Current/Elliott
05.2012 - 06.2018
CREATIVE DIRECTOR
Amanda Uprichard
- 02.2023
Bachelor of Architecture -
The Cooper Union
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