My process
PoetryPhoto & videoDigital strategy
Three crafts that rarely come together. I work with all three at once, in three steps: listen, produce and amplify.
Digital strategy
Listen
Before I write a single word or take a single photo, I listen. Who are you, who are you talking to, what do you want to happen? A brand isn’t invented: it’s discovered.
That listening gives us the voice, the tone and the messages that will hold everything else up.
What I do
- Conversation and brief with the team
- Review of the brand, its story and its competitors
- Audience definition and what each one needs to hear
- Clear, measurable goals
What you get
- Strategic brief
- Voice, tone and key messages
- Audience map
In practice: Voice and tone by audience, from the Treitus Drive guidelines
Poetry + photo & video
Produce
This is where strategy becomes something you can read, see and feel. I write like a poet and shoot like a storyteller, looking for the detail that makes a brand recognize itself.
Words and images are built together, so they tell the same story in every piece.
What I do
- Creative concept and narrative
- Copy for social, web, email and campaigns
- Product and lifestyle photo shoots
- Scriptwriting, filming and video editing
What you get
- Content calendar
- Pieces ready for every channel
- A photo and video library with its own identity
In practice: Shoot at Café Tú y Yo
Digital strategy
Amplify
A good story needs to reach the people who should hear it. I adapt every piece to the channel where it lives and keep a close eye on what happens next.
Views, opens, clicks, followers, sign-ups: data doesn’t replace intuition, but it tells it where to adjust.
What I do
- Calendar and publishing by channel
- Format adaptation: reels, carousels, emails, landing pages
- Performance tracking
- Adjustments and new tests
What you get
- Reports with learnings, not just figures
- Clear next steps
- A brand that grows with every iteration
In practice: Mexican Harvest: 57K views in July 2025
Precision.Emotion.Rhythm.
Shall we start by listening?
Let’s talk