PAULA INIGUEZ
BRAND STORYTELLER
About
I believe the best brands do something quietly radical. They make people feel like they belong to something worth belonging to.
That's the thread I follow in everything I do.
For more than a decade, I've led creative teams across agencies, studios, and my own practice, directing integrated campaigns, content ecosystems, and social strategy for brands. The work has spanned consumer products, entertainment, automotive, technology, telecommunications, retail, and digital platforms, reaching audiences through video production, Live activations, influencer partnerships, social campaigns, and the creative systems that keep brands coherent at scale.
I've had the opportunity to create work for brands including Pepsi, Boston Beer Company, Toyota, Honda, Xbox, Disney, Nestlé, General Mills, Johnson & Johnson, T-Mobile, Google, Indeed, KFC, McDonald's, Sonic Drive-In, and many others.
What I'm most grateful for is what this variety taught me: while industries change, people don't. The opportunity is always the same–finding what matters to them and building stories worth paying attention to.
Finding the story at the true center of what a brand is, then building the team, the strategy, and the systems to bring it to life in a way that connects, adds value, and means something to people. The goal is not only to define what a brand is. It's to uncover who it is, what it stands for, and why people choose to invite it into their lives.
That is the work.
My foundation is in film. I think about story the way a filmmaker does–structure, emotional layers, and the things an audience feels before they can name them. That shapes how I lead creative teams, how I approach a brief, and why I still get genuinely excited about finding those hidden human truths we call insights.
I also believe brands carry a responsibility to the communities they serve. Not in a campaign way. In a what-are-we-actually-contributing way. That question is my compass when choosing work and how I do it.
A few other things: I collect elephant figurines, which started innocently and have since become a whole situation. I meditate and seek growth. I am tricultural, which means I've spent my life moving between different languages, perspectives, and ways of seeing the world. It has taught me to find common ground quickly, navigate complexity comfortably, and connect with people across cultures and communities.
If you're building something worth belonging to, I'd love to hear all about it!
MY REEL
INTEGRATED
& SOCIAL
What started as a pitch, soon turned into the launch campaign for the back then new Starz show, P-Valley.
LED THE Creative directION FOR the campaign THAT HELPED attain 2.61 million viewers in only the first episode of the series.
BRINGING
Live Music
EVENTS
TO SOCIAL
THE BEST OF BOTH WORLDS! MUSIC IS A HUGE PART OF MY LIFE, AND FORTUNATE FOR ME, MANY OF THE CLIENTS I HAD THE PLEASURE TO WORK WITH WERE HUGE MUSIC SUPPORTERS. BETWEEN MUSIC FESTIVALS, MUSIC AWARDS, AND MUSIC BRAND-RELATED EVENTS, WE WERE ABLE TO WORK WITH RENOWNED ARTISTS AS WELL AS HELP BOOST MANY BACK THEN-UPCOMING ARTISTS SUCH AS BECKY G AND J BALVIN.
PLEASE SLIDE TO THE RIGHT TO SEE A FEW OF THESE CASE STUDIES.
RAV 4
Hybrid
HOW DO YOU GET SOMEONE TO TRY SOMETHING DIFFERENT? BY INVITING THEM TO STEP OUTSIDE OF THEIR COMFORT ZONE. THIS INTEGRATED CAMPAIGN CONSISTED OF THREE DIFFERENT PARTS. THE FIRST ONE WORKING WITH SNAPCHAT AND ARTISTS. THE SECOND ONE, INVITING THE AUDIENCE TO ENGAGE WITH INFLUENCERS, AND THE THIRD, THROUGH A SOCIAL CAMPAIGN TO IGNITE THE CONVERSATION.
AWHI MANUKA HONEY
AWHI, A NEW ZEALAND COMPANY, CREATED A NEW MANUKA HONEY BRAND, AND THEY WANTED TO DEVELOP MARKET SHARE WITHIN THE U.S. MARKET. WE HELPED WITH AWARENESS & sales BY TURNING TO SOME SPECTACULAR INFLUENCERS, and building A STRATEGY FOR BOTH ORGANIC AND BOOSTED SOCIAL ads.
Key takeaways:
56k organic reach
78k organic impressions
3k organic engagements
5k organic video views
roles:
creative direction
content strategist
influencer management
video director
content producer
PHOTOGRAPHY
copywriter
THE FUN
GAME
TACOMA IS ALL ABOUT EXPLORING AND GOING FOR AN ADVENTURE.
SO, WE CREATED A CAMPAIGN THAT INSPIRED JUST THAT THROUGH A CONTEST. ALL THAT THE PARTICIPANTS HAD TO DO TO WIN WAS TO HAVE FUN!
ROLES: CONCEPTUALIZATION, CONTENT STRATEGY, PHOTOGRAPHY & COPYWRITING.
The woman
in the window
YOU CAN HAVE THE NEXT OSCAR WINNER UNDER YOUR BELT, BUT IF NO ONE KNOWS ABOUT YOUR MOVIE, YOU MIGHT AS WELL NOT HAVE PRODUCED IT.
THAT'S WHY ACTIVITIES, STRATEGIES, AND ASSETS ARE SO IMPORTANT TO SPARK INTEREST, TO ENGAGE AND CONNECT WITH NEW AUDIENCES ALL AROUND THE WORLD.
SEEING IS BELIEVING, AS THE WOMAN IN THE WINDOW WOULD SAY!
APPLEBEE'S
APPLEBEE'S NEEDED A BOOST WITH THEIR ENGAGEMENT, SALES, AND ONLINE PRESENCE OVERALL.
AS THE STRATEGIST AND CREATIVE director FOR THIS PROJECT, A STRATEGY THAT INVOLVED humanizing the brand WAS DEVELOPED. THAT'S when ANA AND FEDE, two Applebee's fictional characters, CAME TO LIFE. THIS GOT THE CONVERSATION GOING AS FOLLOWERS WERE engaging with our CONTENT, as well as directly interacting WITH our exceptional couple.
COMING SOON...
The Parlour agency and a bunch of caring and creative-minded individuals present MELORIA, an in-house project that is currently under development.
Meloria is a fantastical world full of unique characters who are planning an invasion of our world, but a good one! The plan is to bring joy, anxiety relief strategies, and powerful tools for kids around the globe to cope and adjust better to the reality they experience today.
Digital
NOHO
The After Shot
Noho, a rapid morning recovery AFTER SHOT needed help with A REVAMP OF THEIR BRAND and online presence.
This is an ongoing project, leading the creative direction for their new look and website.
APPS, GAMES &
RICH MEDIA BANNERS
CLAXONS MEXICO (CAR HORNS OF MEXICO) WAS AN IN-HOUSE APP THAT WE DEVELOPED AT DETOUR AGENCY AS PART OF OUR DIGITAL LAB.
IT CONSISTED OF THE ICONIC PUBLIC BUS HORNS CALLED PECERAS, AND PEOPLE COULD DOWNLOAD THESE TO MAKE THEM THEIR RINGTONES.
THE APP REACHED THE 2ND MOST DOWNLOADED IN ITUNES.
THE WEBSITES FOR CANADA AND MEXICO WERE ALSO REVAMPED AND FILLED WITH NEW CONTENT, FROM COUPONS TO RECOMMENDATIONS FROM ANA AND FEDE.
APPLEBEE'S
honda
DIGITAL PRODUCER FOR HONDA'S MAIN MODELS MICROSITE
FILM
LIGHTS
CAMERA
ASSISTANT DIRECTOR
LINE PRODUCER
PRODUCTION MANAGER
Fashion
FZ
FARINAZ FARZANEH
Farinaz Farzaneh is the name of a rising star in the fashion world.
SHE APPROACHED ME TO HELP bring to life HER BRAND'S nEW LINE. Besides creating the concept, "REBIRTH", I ALSO HELPED WITH THE Creative direction and PRODUCTION OF THE PHOTOSHOOT. OUR PHOTOS WERE LATER ON PUBLISHED BY TWO EDITORIAL MAGAZINES:
MOEVIR, A FASHION AND ART MAGAZINE BASED IN PARIS, FRANCE &
INFLUENTIAL, A SPANISH ONLINE PUBLICATION.
Photography
Photography has been a part of my life since forever. My dad used to have a dark room in every home we lived in, and when I turned 9, he gifted me with his first film camera. We'd snap every corner of the city, then disappear into the darkroom where time would stop to exist.
Surprisingly, most of my jobs have let me dive into photography and editing, even if it wasn't in the job description. Who knew work could be this much fun?
