Craft-driven.
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 actually 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 for brands like Woodford Reserve, Tequila Herradura, Starbucks, and Purina.
Most recently I led all creative at Vosges Haut-Chocolat as sole CD — the engagement that shaped everything Trazo is built on.
Now I run Trazo Studios independently — an independent creative studio for founder-led brands that need senior-level creative direction without the agency overhead or a full-time hire. See past agency work at alliecarvajal.com →
If you made it this far, we should probably talk.
Engagements are scoped individually — reach out and we'll figure out what makes sense for where you are.
Brand foundations, campaign moments, and fractional creative direction — without the agency overhead or a full-time hire. You work directly with me. Always.
Trazo is an independent creative studio. The thinking, the making, the creative strategy — all of it. You work directly with the CD. No handoffs, no junior teams, no kickoff deck from someone you'll never see again.
For larger production needs, I bring in a trusted network of photographers, motion designers, videographers, and copywriters built over 14 years in agencies. I source them, direct them, manage them. You have one point of contact the whole way through.
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A library that works.
A contained creative sprint — fully art directed, built in layers, delivered organized. The opposite of a headshot session. The opposite of AI.
Most shoots produce a folder of images. Production Day produces a working asset library — images built in layers, organized by use case, ready to deploy across every channel you need.
The difference is creative direction. Before the photographer arrives, there's a brief. A shot list with purpose. A plan for how every image will be used. On the day, you're not just being photographed — you're making something.
I bring the concept and the direction. I match the right photographer to your brand. You have one point of contact. The photographer fee is billed separately, transparently. No markup.
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Every Production Day includes a defined scope. You know what you're getting before the day begins. Photographer fees are outlined separately and billed directly — no markup, ever.
