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Hola!

I'm a Creative Lead in life sciences communication who believes in the power of well-crafted stories.

more about me

I’m a mother, an immigrant, and an alfajor enthusiast, living in Toronto.

Some of my work partners.

Over the years I’ve collaborated in a wide range of projects touching on many therapeutic areas and with multiple stakeholders.

What principles inform my creativity?

Above all,
we are humans

We create more meaningful connections by sharing relatable stories that have yet to be told. Ideas can be transformative if we touch hearts and connect beyond something transactional.

Simple, is better

One of the primary goals of crafting captivating stories is to meticulously boil down the science into the most critical aspects our audiences can fit onto their busy schedules. If we can’t simplify a story, we can't effectively convey it.

Beauty follows strategy

Understanding the strategy is essential to articulating a story with clarity. If the strategy is flawed, the entire execution crumbles. You begin with a flawless idea, which you polish later.

Creation is a symphony

A team must be a well-oiled machine that can produce great results. Success stems from mutual understanding, complementary skills, and seamlessly integrating efforts among members.

My Expertise

  • Just as an anchor provides stability to a ship, big ideas are the stabilizing force in any creative endeavours. Overarching ideas provide that much-needed sense of purpose and clarity.

  • Relevant, on-point, and beautiful creative must be done with regulatory in mind.

  • Any great motion story begins with a solid script. We skip Netflix intros and browse social media while we watch a movie. Users need a compelling reason to hit the "play" button, keep viewers engaged is the real challenge.

  • There are four key factors to ideate solid core creative: use the least number of words, ideate with regulatory in mind, be relevant to your audience, and make your story memorable.

About big thinking

Omnichannel executions are complex because of its many components and stakeholders. When crafting big ideas, process matters, but it’s the lasting impression what matters most.

AI and I

  • High-performance businesses demand speed and specialization. The "digital-first" business model is 25 years old. Businesses are evolving to an "AI-first" model.

  • Humans help content and workflows make sense. Critical thinking and supervision are still much needed to run AI at work.

  • Leaders must encourage experimentation and adoption within their teams, emphasizing that AI helps solve problems.