Gabo Carrera

I begin by listening—really listening—to a brand’s essence, its unspoken story, and the audience it hopes to move. Every project starts with immersion: in culture, in tone, in intention. From there, I shape not only ideas but the teams that will bring them to life, carefully crafting roles and assembling talent like casting a film.

I believe strategy is a form of storytelling, and that every format—motion, video, social, even automation—can carry emotion when it’s built with care. I move between big-picture vision and hands-on creation, always guided by rhythm, relevance, and resonance.

My process is fluid yet grounded: part intuition, part structure. I build systems that scale, campaigns that spark, and stories that stay. Collaboration is my language, and legacy is the quiet goal behind every frame.

I'm a cat person, Tigra my companion has been with me 16 years and counting.

Outside of client work, I’m drawn to the unknown. My personal projects explore the intersection of visual poetry and technology—diving into experimental animation through AI video generation tools like Runway. I use these systems not to replace craft, but to expand imagination—to test the boundaries of motion, narrative, and emotion in new, intuitive ways.

I began my practice grounded in storytelling and strategy—focused on delivering campaigns that were sharp, timely, and crafted for impact. Early on, I was shaping digital narratives for major brands, developing creative activations and video content that served marketing goals across Latin America.

But over time, my work has become more expansive—less about formats and more about emotional connection. I’ve moved from executing creative briefs to shaping the teams, systems, and philosophies that bring those briefs to life. I no longer just tell stories—I design ecosystems for storytelling.

Simultaneously, I’ve started looking inward. My personal work now plays in a space of experimentation, where AI video tools like Runway become brushes, not shortcuts. I’m exploring animation not as a technique, but as a language of intuition, rhythm, and the subconscious. This shift has made my creative process more fluid—more about questions than answers, more about feeling than formula.

I still care deeply about strategy and precision—but now, I let curiosity lead. My evolution has been from producer to author, from builder of deliverables to builder of worlds.

Every brand has its own language—and part of my craft is learning to speak it fluently. I start by listening deeply: to the tone, culture, and emotional core of the brand. My goal isn’t to override that voice with mine, but to harmonize—to find where my perspective adds texture, energy, and soul to their vision.

I bring my personal style—rooted in rhythm, emotion, and visual storytelling—into every project, but it adapts like a chameleon: retaining essence while shifting shape. Whether I’m building cinematic trailers, automating content systems, or experimenting with AI animation, my creative fingerprint is always there—subtle but intentional.

The sweet spot is when my voice amplifies the client’s, not competes with it. That’s when the work feels honest, layered, and alive.

When I first entered the industry, creativity meant precision—tight deadlines, sharp briefs, and executing campaigns that spoke clearly to mass audiences. My process was structured, strategic, and deeply focused on performance.

But the landscape shifted. Audiences fragmented. Platforms multiplied. Stories demanded intimacy, agility, and emotion. In response, my creative process evolved—from linear to layered, from brief-driven to human-driven.

Now, I lead with curiosity. I build creative systems that scale, but I also follow intuition, especially in my personal work—where I explore experimental animation and AI as tools for emotional resonance, not efficiency.

I’ve moved from being a translator of brand ideas to being a co-author of creative worlds. Today, my process is a dialogue between structure and spontaneity, craft and code, logic and feeling.

That evolution isn’t just about staying current—it’s about staying true.

Two projects with Netflix stand out as turning points in my creative journey—each stretching me in entirely different ways.

The first was directing the marketing shoot for Frontera Verde, deep in the heart of the Amazon rainforest. It was the most physically intense experience of my life—filming in extreme conditions, surrounded by a living, breathing ecosystem that reshaped my relationship with storytelling. There, creativity wasn’t about control; it was about surrender—letting nature set the pace, the palette, and the rhythm. It reminded me how visceral and sacred production can be.

The second was on the opposite end of the spectrum: launching Netflix Latin America’s TikTok handle. Here, I dove headfirst into the fast-shifting world of Gen Z culture—learning its language, humor, and tempo. We built a voice from scratch that resonated instantly, reaching 23 million followers within just four months. It was a masterclass in intuition, agility, and relevance.

Together, these projects taught me that great storytelling lives everywhere—from the wilds of the Amazon to the scroll of a screen—and that the role of a creative is to listen, adapt, and amplify the moment.

One of the most rewarding aspects of my career has been the opportunity to work with creative professionals across Latin America. I’ve had the privilege of building production teams from the ground up—composed of young, driven talent—and guiding them as they grew into senior roles.

The real lesson, however, has been in the reciprocal nature of this mentorship. While I’ve provided guidance, I’ve also learned from their fresh perspectives, passion, and innovative ideas. It’s a constant exchange of knowledge, where each collaboration brings a new insight into the evolving creative landscape.

This experience has taught me that true leadership is about fostering an environment where talent can thrive, where mentorship flows in both directions, and where the creative process is a shared journey.

I’ve always been deeply inspired by the worlds of film and music—two art forms that shape both my vision and my aesthetic. Filmmakers like Guillermo del Toro, with his rich, immersive worlds and stunning visual storytelling, have had a profound impact on my creative journey. But my influences go beyond traditional cinema.

I grew up in the MTV generation, where music videos weren’t just a promotional tool but an art form in their own right. Directors like Michel Gondry, Floria Sigismondi, and Spike Jonze taught me that creativity has no boundaries. They were fearless in their approach, mixing surrealism, playfulness, and emotional depth in ways that spoke directly to the viewer’s heart and imagination.

These influences have shaped my creative philosophy—blending the fantastical with the tangible, the experimental with the emotional, and always pushing the limits of what’s possible in storytelling.