Craft-driven.
AI savvy.
Fourteen-plus years learning what brands actually need: first from the client side of the table, then from the creative side. Now running Trazo Studios independently.
Creative side for keeps.
I started in account management, the side of the business that sits across the table from clients and absorbs the real feedback, not the filtered version. That's where I learned how clients think, what they're afraid of, and why so much creative work misses the mark even when the ideas are good.
Then I crossed to the creative side, and kept that lens. Fourteen-plus years across Leo Burnett, Energy BBDO, and FCB, building campaigns across CPG, hospitality, luxury, fast casual restaurants, tech, and services. Those years also left me with a network of specialists I trust, and it's how I build what I direct.
Most recently I led all creative at Vosges Haut-Chocolat as sole CD. That engagement shaped everything Trazo is built on.
These days I run Trazo Studios, an independent creative studio for founder-led brands that need senior-level creative direction without building a team to get it. See past agency work at alliecarvajal.com →
Engagements are scoped individually. Reach out and we'll figure out what makes sense for where you are.
Trazo is an independent creative studio. The thinking, the making, the creative strategy: all of it. No handoffs, no junior teams, no kickoff deck from someone you'll never see again.
For larger production needs, I bring in the right specialists (photographers, motion designers, videographers, copywriters) and direct them myself. You have one point of contact the whole way through.
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For a broader look at past agency work, visit alliecarvajal.com
You don't have to.
I concept and art direct, and I'm the creative production conduit between the idea and everyone who makes it. I source the vendors, manage the timelines, oversee quality, and keep it all on-brand, so you don't have to coordinate a dozen partners.
Fourteen years in agencies built me a network of vetted specialists: photographers, videographers, directors, editors, copywriters, motion designers, production houses, music houses, printers, fabricators, packaging specialists, and more. Bring your own vendors or use mine. Either way, I manage the entire production.
Because I'm in every handoff, the quality of the idea survives all the way to the finished piece.
Partner fees are outlined separately and billed directly to you. I don't mark up vendor costs.
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After Brand Head Start, Campaign Moment or Brand Activation, production is where the plan becomes real: the same direction, carried straight through to the camera, the set and the edit. Brand Storytelling starts here too, whenever the story needs new footage.
Bring the stills and footage you already own. I'll audit what's there, then edit, retouch, recut and extend it into something consistent. Post is done with a trusted editor. New capture is optional.
Already know the brand? Book the capture day by itself: multiple sets, planned in advance, built in layers, delivered organized. Creative direction behind every frame, so the result holds together as one brand look.
Five phases. One sprint. How the day comes together
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What you get. Defined before the day
Every Library Production Day includes a defined scope. You know what you're getting before the day begins.
A half or full day for founders, executives and creatives who need images that look like them: styled, art directed, and shot to tell a story, not to be corporate-safe. Wardrobe, setting and shot list are planned in advance, so the set has range: the formal one, the candid one, and the one that makes someone say “that's exactly them.” You leave with a small library, not a single photo.
Best for: founders and teams, executives in transition, creatives going independent.
