CommandAlpha_

Services include:

• Creative Leadership
• Conceptual Development
• Generative AI assisted Marketing Solutions
• Digital/Analogue Design Solutions
• UX/UI Design
• Branding/Brand Strategy
• New Business Development

Founder, Executive Creative Director

Cannes Lions International Festival of Creativity

Jury, Digital - Canadian Young Lions Competition

Luma AI

I've been selected to join Luma Labs AI as a member of their creative partner's program and support their Generative AI creative tools roadmap.

Creative Partner

VMLY&R

While at ECD on the Ford Canada business, I served as the most senior creative in Canada. I was responsible for being the agency's creative voice and representing the agency's creative to Canadian clients in Vancouver, Toronto, and Montreal. My role involved overseeing all regions within Canada and collaborating closely with the North American and Global senior creative leadership counterparts to align initiatives within the North American market.

I led integrated digital campaigns for Ford Canada and consistently brought fresh ideas to the team and client by constantly pushing for innovative thinking. This included media executions, social media partnerships, and engagement on platforms such as TikTok, Snap, and Meta. Additionally, I delivered technology innovation through AR/VR, and Generative AI.

Vice President, Executive Creative Director

conversationHEALTH

I provided creative and strategic leadership in digital product design (UI/UX), design thinking, and innovation to deliver AI/ML-driven voice assistants to the healthcare and pharmaceutical industries. I transformed a Conversational AI/SaaS startup, leading it through a pivotal growth phase to a successful acquisition.

I integrated creative strategy with medical expertise and conversational AI UX, showcasing versatility in brand transformation and digital innovation. I increased user engagement by 50% and contributed to a successful acquisition valued at $50M.

Chief Experience Officer

Deloitte

I provided creative and strategic leadership to a startup team and delivered innovative solutions to support the firm's ongoing sales efforts.

During a 12-month contract with Deloitte, specifically with the Office of Sales and Marketing Leadership, I successfully helped drive an increase of over $700 million in sales and revenue across fintech, transportation, healthcare, logistics, and government contracts at the federal and provincial levels.

VP, Creative Strategy

The T1 Agency

I delivered multi-channel, multi-media experiential solutions for multi-national brands.
These brands included VISA (TIFF), Nissan Canada, Mattel, OLG, AirMiles, Cineplex, SickKids, Public Mobile, Dairy Farmers of Canada, Heart & Stroke Foundation, and SponsorshipX.

Vice President, Creative

The Marketing Store, North America

During my time at TMS, I was in charge of leading the creative direction and implementation of large-scale marketing campaigns, with a focus on Nissan/Infiniti, one of the company's major clients in North America.

My main area of focus was the merging of creativity and technology, utilizing PRM to provide personalized messaging solutions and engaging experiences to millions of Nissan and Infiniti owners throughout North America.

In this leadership position, I worked closely with the engineering, strategy, analytics, and executive teams, offering creative solutions. I managed a highly skilled team of professionals in North America, including those in design, art direction, UI/UX, motion graphics, and copywriting, ultimately achieving highly successful results.

Citizen Relations International

As chief creative officer for Citizen Relations, the PR and Social Media division of COSSETTE, my responsibilities span seven offices (from New York to Los Angeles and from Vancouver to Montreal) and included strategy, multi-disciplinary creative solutions, and new business development.

One of the highlights of my tenure at Citizen was growing the social media channel for P&G brands in the USA. Amongst the most successful brands was Duracell: achieving record growth in the social channel of over 350% in less than nine months. Where "social" meant the intersection of PR, experiential events, film, digital strategy, content development - and various social networks...

Other brands included: Procter & Gamble (Duracell, Old Spice, Dreft, Pampers), CapitalOne, Futureshop, HydroOne, KAO, Metro, and Travelocity.

Chief Creative Officer, (CITIZEN RELATIONS a division of Cossette)

elvis | creative agency | b corp

I was directly involved in opening this agency in Canada along with the Managing Partner.

I handled the strategy and concept development for all clients and was heavily involved in new business development, culture, and overall business growth. Additionally, I was responsible for ensuring the quality of the creative product.

Our main clients included IntelMedia (now Verizon's OnCue set-top box), Coca-Cola Canada (AOR Social: Coke Zero, Diet Coke, Powerade, NOS, and Zico brands), Telus Mobility, British Columbia Lottery Corporation, and BC Honda Dealers Association.

Chief Creative Officer (ELVIS a division of Cossette)

With over 20 years of experience at the intersection of creativity and technology, I specialize in leveraging Generative AI to transform how brands and agencies create, connect, and innovate. As the founder and ECD/AI Director at CommandAlpha_, I deliver AI-powered content strategies and leading-edge applied marketing solutions, cinematic narratives, automations, workflow optimizations and other solutions that redefine industry standards and a brand’s bottom line.

My executive creative leadership career includes startups, global agencies, and consultancies (Ogilvy, VML, Cossette, McCann, Deloitte + others) working with some of the world’s most recognizable brands, including Coca-Cola, Microsoft, Ford, McDonald’s and P&G. Over the past three years, I’ve focused on generative AI and emerging technologies, harnessing their potential to develop innovative, scalable solutions that drive business impact and creative excellence.

In 2024, MIT awarded me with certification in Applied Generative AI for Digital Transformation, further affirming my expertise and leadership in generative AI.

Carlos Garavito 🇨🇦 🇨🇴 (CommandAlpha_)

Operatic Agency

Creative Director

Prodigy Game

Just hitting their stride, Prodigy Education realized they needed a Creative Director. The mandate was simple: establish an in-house creative team and rebrand the organization. And that's exactly what we did (and more). 
- Reported directly into the CMO and responsible for developing yearly/quarterly strategy plans (OKRs) focussed on business growth and efficiency
- Successfully co-led and implemented major rebrand of the organization including external launch and implementation as well as internal change management campaign
- Sought out and implemented creative project management software to organize and track the creation of thousands of assets
- Developed creative processes to ensure work was smart, effective, and efficient 
- Established and grew an in-house creative team
- Grew team from one designer, to eleven highly creative and motivated people 
- Managed ACDs who led creative sub departments
- Developed a positive team culture with zero attrition in three years by conducting bi-weekly 1:1s, hosting daily standups, analyzing teamwork effectiveness, and transitioning to remote work

Isobar

- Co-lead the GM creative business and oversaw the project strategy focused on 
brand awareness all the way down to below the line and at the dealership.
- Recognized for pitching and winning Cadillac AOR business, the biggest account to date in Isobar Canada history
- Interviewed and built the creative team for the Cadillac business and co-led vehicle launch campaigns as well as the launch of Cadillac LIVE, a first-of-its-kind digital car showroom

Associate Creative Director

Ogilvy

- Managed creative work for Cogeco and Amex and won coveted accounts such as Kronenbourg Beer and key business from Tim Hortons
- Executed an award-winning campaign to launch Tim Hortons Lattes by opening and running a fake café in downtown Toronto

Creative Group Head

Mosaic Sales Solutions

Publicis

Art Director

Capital C

OgilvyOne

MacLaren McCann

Jr. Art Director

I'm an award-winning creative leader with almost 20 years of experience (< that's wild to say, feels more like 50) in the communications and advertising industries. With deep expertise in brand Art Direction, design strategy and integrated campaigns, I am passionate about empowering diverse teams to deliver meaningful creative work for clients from startups to global brands across many verticals including automotive, technology, hospitality, retail, CPG, healthcare, gaming and more. 

To quote a classic ad: My name is Joe, and I am Canadian.

taplio

The Battle

Carlos Garavito 🇨🇦 🇨🇴 (CommandAlpha_)

Joe Morris

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