Christine Arroyo
Creative Concepts, Treatments, & Visual References

Resume

STRATEGIC BRANDING AND CREATIVE DIRECTOR

Strong strategic thinker with creative vision to identify and steward client/brand objectives and needs.  Expertise in creating groundbreaking content and leading project teams to achieve goals and objectives.  Proven success with leveraging entertainment properties and creating content that functions simultaneously in the television, viral, and digital application worlds.

 

Professional Qualities and Strengths

·Articulate Communicator    ·Account and Client Management·Special Events

·Budgeting and cost control·Brand Communications                  ·Product Development

 

                                  CREATIVE DIRECTOR

Circa Entertainment: An Entertainment/Brand Strategies Company

                                                                                                                                                           Los Angeles, CA                                                                                                                                   

                                                                                                                                                                            April 2008-present

 

Creative direct and oversee production staff, implement marketing strategies for increased television and viral viewership, customer relationship building through digital branding and alternative product platform strategies, business lead on designing and developing product to reflect interests and marketing strategies of parent network, lead creative teams and manage multiple projects simultaneously.

The Black Eyed Peas: Develop branding and overall creative theme for The Black Eyed Peas E.N.D. world tour, organized and coordinated all production components for world tour, creative direct and coordinate production for special performances on the Grammy’s, American Idol Gives Back, American Music Awards, created content for dipdive.com social media site

BET: Project lead for event production of Hip Hop Honors Awards Show

Victoria’s Secret: Creative direct Black Eyed Peas performance - 2009 Fashion Show

Academy Awards: Design and coordinate entertainment production for the 2009 Academy Awards resulting in a 14% increased viewership

Disney: Project lead for media outreach on Cheetah Girls World Tour, included creating overall tour goals and objectives with the management team

CBS/Conde Nast: Negotiated talent deals and coordinated Stand Up to Cancer performance on Fashion Rocks

Dancing with the Stars: Creative direct special performances for Usher & Sade

Ridley Scott & Associates: Managed team of designers to conceptualize brand identity and digital marketing plan for brand re-launch

VEVO: Create content and branding/promotional opportunities for artists featured on Vevo’s music video and entertainment site

 

CREATIVE DIRECTOR and BRAND MANAGER

     Circa Entertainment                                                                                                

                                                                                                                                            Los Angeles, CA

                                                                                                                                                        March 2005-present

 

Created digital content to expand upon advertising campaigns and appeal to more focused demographic, developed marketing strategies for clients, enhanced visibility of artists through multiple creative and digital platforms.

      Facilitated production approach and created digital content for nationally broadcast commercial campaigns for such clients as Adidas, Nike, Nissan, Adidas, L’Oreal

·     Developed successful brand tie-ins for projects with Kohl’s, Telecom, and Vizio with artists such as Beyonce, Britney Spears, Katy Perry

·     Worked in association with music labels and artists developing music video creative concepts and artist brand identity for Justin Bieber, Fergie, Lil Wayne, Michael Jackson, Pink

 

PRODUCER

Freelance                                                                  

                                                                                                                          Los Angeles, CA

                                                                                                                                                         July 2002-April 2008

 

Managed freelance production staff, established budgeting, enforced DGA and filming guidelines, proposed alternative marketing strategies to sell company brand and services, succeeded in increasing number of awarded jobs by 20% and profitability of such jobs by 25%.

 

·    Collaborated with major clients to garner million dollar production accounts for Lexus,   Milwaukee’s Best Light, ESPN

·      Implemented budgets for nationally televised commercial campaigns

·   Initiated the acquiring of new business in emerging digital and viral markets and designed a viral marketing approach for marketing emerging talent that went on to receive film festival awards and increased profits by 20%

 

NEWS PRODUCER, KTVU

                                                                                                                                                        San Francisco, CA

                                                                                                                                                            Oct 2001 – July 2002

·       Produced weekend talk show, increasing viewership by 25% to a total viewing base of 2 million

°  Developed stories and leads, conducted “man on street” interviews

·       Created and produced public service announcements for Red Cross and United Way to benefit victims of September 11th

·       Created short documentary pieces on animal migration and the history of California for PBS and National Geographic

 

MEDIA BUYER, JUST MEDIA

                                                                                                                                                               San Francisco, CA

                                                                                                                                                                                 Oct 2001-May 2002

·       Initiated relationships with and managed accounts with technology based clients in the European and Latin American markets

·       Tracked consumer demographics and implemented new media approaches

·       Targeted new companies for business to business advertising                                                                                                                                                                                                                      

 

University of California, Berkeley

Honors: Bachelor of Arts in Mass Communication

Bachelor of Science in Political Science

 

___________ASSOCIATIONS ___________________________

· Mortar Board Scholar, Alpha Phi Alum, Manhattan Institute – Young Leaders’ Circle,

National Review Young Fellows Scholar

· Volunteer: Heal the Bay + Surfrider

STRATEGIC BRANDING AND CREATIVE DIRECTOR

Strong strategic thinker with creative vision to identify and steward client/brand objectives and needs.  Expertise in creating groundbreaking content and leading project teams to achieve goals and objectives.  Proven success with leveraging entertainment properties and creating content that functions simultaneously in the television, viral, and digital application worlds.

 

 CREATIVE DIRECTOR

Wind Up Bird Films: An Entertainment/Brand Strategies Company

Creative direct and oversee production staff, implement marketing strategies for increased television and viral viewership, customer relationship building through digital branding and alternative product platform strategies, business lead on designing and developing product to reflect interests and marketing strategies of parent network, lead creative teams and manage multiple projects simultaneously.

QATAR FIFA World Cup: Developed TVC concept and branding logo for Qatar 2022 FIFA World Cup

The Black Eyed Peas: Develop branding and overall creative theme for The Black Eyed Peas E.N.D. world tour, organized and coordinated all production components for world tour, creative direct and coordinate production for special performances on the Grammy’s, American Idol Gives Back, American Music Awards, created content for dipdive.com social media site

BET: Project lead for event production of Hip Hop Honors Awards Show

Academy Awards: Design and coordinate entertainment production for the 2009 Academy Awards resulting in a 14% increased viewership

Disney: Project lead for media outreach on Cheetah Girls World Tour, included creating overall tour goals and objectives with the management team

CBS/Conde Nast: Negotiated talent deals and coordinated Stand Up to Cancer performance on Fashion Rocks

Dancing with the Stars: Creative direct special performances for Usher & Sade

Ridley Scott & Associates: Managed team of designers to conceptualize brand identity and digital marketing plan for brand re-launch

VEVO: Create content and branding/promotional opportunities for artists featured on Vevo’s music video and entertainment site

CREATIVE DIRECTOR and BRAND MANAGER

Created digital content to expand upon advertising campaigns and appeal to more focused demographic, developed marketing strategies for clients, enhanced visibility of artists through multiple creative and digital platforms.

 Facilitated production approach and created digital content for nationally broadcast commercial campaigns for such clients as Adidas, Nike, Nissan, Adidas, L’Oreal

·     Developed successful brand tie-ins for projects with Target, Coors Light, Verizon, Kohl’s, Telecom, and Vizio with artists such as Beyonce, Britney Spears, Katy Perry

·     Worked in association with music labels and artists developing music video creative concepts and artist brand identity for Rihanna, Justin Bieber, Fergie, Lil Wayne, Taylor Swift, Pink

                                                                                  

University of California, Berkeley

Honors: Bachelor of Arts in Mass Communication

Bachelor of Science in Political Science

   ASSOCIATIONS: 

· Mortar Board Scholar, Alpha Phi Alumna

· Volunteer: Heal the Bay + Surfrider