Lea Ladera

Lea Ladera

Freelance Creative Director/Art Director at lealadera.com at laderacreative.com
New York, United States

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Summary

Lea Ladera is an award-winning integrated creative director and senior art director. She specializes in creating memorable and innovative campaigns across multiple media platforms which include broadcast TV, print, outdoor, digital, social, mobile, PR events and experiences. Recently, she's been involved with influencer marketing and content.

She places an emphasis on craft and design and has brought some fresh and effective thinking to a variety of Fortune 500 brands. The campaign ideas have won consumer's hearts which ultimately led to building brand recognition and brand love. Her earlier years in PR and promotions gave her the skills and knowledge to create stories that resonate with consumers.

In an ever-changing marketplace Lea understands what it takes for brands to succeed. She relies on sound strategy and key consumer insights which have resulted in some well-known campaigns for clients such as: American Express, Nespresso, Cigna Healthcare, Coca-Cola, Macy's, McDonald’s, HP, Delta Airlines, Procter & Gamble, Unilever, and JCPenney. She's collaborated with top industry leaders and icons, world-renowned photographers, directors and celebrities. They've been her inspiration.

Beyond advertising, she and her family volunteer and help raise funds for NY Presbyterian Hospital’s Komansky Center for Children’s Health. And like most creatives, she enjoys consuming art and taking professional classes.

You can view Lea's work at laderacreative.com.

Positions

Freelance Integrated Creative Director and Art Director at lealadera.com
laderacreative.com
United States
September 2016 - Present (1 year 3 months)
Available for freelance art direction and creative direction. Please contact Lea at lladeraw@gmail.com.

RECENT CLIENTS: General Mills for Martin Agency & McCann NY • Toyota for Saatchi & Saatchi LA • Target for Mother • MetLife for Argonaut SF • The Coca-Cola Company • John Hancock/Manulife for Deloitte's Heat • Macy's for Figliulo & Partners • MUH-TAY-ZIK I HOF-FER • Terri & Sandy • Juara Skincare • New Business Pitches

At Argonaut, Lea worked with Argonaut's MetLife team to deliver the digital and print components for the new MetLife campaign. For Mother NY, Lea wore multiple hats writing, art directing, and consulting with her Mother team to develop Target's Spring Social Media Influencer Campaign called Happy Together. The campaign starring Zach King, Naomi Davis, Iris Beilin and Jenn Im launched before Easter and Mother's Day this year. The campaign consisted of branded content films and social posts. Most recently, at Deloitte's Heat in NY, Lea and writer, Michelle Hirschberg worked with ECD, Evan Slater, to help win the pitch for the John Hancock/Manulife global creative account.
SVP Executive Creative Director
New York, United States
November 2014 - 2016 (1 year 2 months)
In December 2014, Lea, along with her McCann team won the Nespresso business for North America. She and her team then launched Nespresso's first integrated campaign into the U.S. market with the debut of their brand ambassador, George Clooney. The TV ad featuring Clooney and Danny DeVito became embedded into pop-culture after being parodied on NBC’s Saturday Night Live. This won a Hollywood A-List Award.

She also helped McCann Paris with the global integrated campaign consisting of TV, print, outdoor and digital which launched in 48 countries starring George Clooney and Ian McShane.

In the same year, Fall of 2015, she helped spearhead another unexpected campaign that put Cigna Health Insurance on the map for their biggest season–Open Enrollment. Cigna partnered with ABC and Jimmy Kimmel Live. This campaign was shortlisted at the Cannes Advertising Awards for Creativity this year.

Additionally, Lea and her Verizon team made a big splash in Fall of 2015 with a campaign for Fios' first-ever Custom TV service, an “un” bundling service where you choose only the channels you want, not what you don’t.
Global Creative Director
New York, United States
January 2014 - November 2014 (10 months)
At Saatchi & Saatchi, Lea held the Global Creative Director position for the pet care account, Iams. She was lucky enough to work with some irresistible furry friends. She produced a series of animated web content called, “Professor Iamstein,” which helped consumers understand how to take better care of their cats and dogs. She also made a local pet adoption event into something that captured people’s hearts. “Love at First Sight” Portraits at the event increased social shares. “Love Changes Everything” became a series of long-format films that featured engaging real-life stories of how the love of a pet can change the lives of its owners. Lea champions creative work that optimizes the client's existing assets.

In the same year, she also led and won the integrated pitch for the global challenger brand Eukanuba Dog Food and produced a campaign that included TV, print, digital, long and short–format web films which showcased Labradors who lived past their prime. The campaign broke through, with a little help from the lovable canines. Who can resist seeing living proof of the magnificently healthy "100-year" old dogs?
Creative Director and Art Director
Freelance Creative
October 2012 - January 2014 (1 year 3 months)
Specializing in Creative Direction, Art Direction, Graphic Design, and Creative Consultation across all media channels.

Lea had the privilege to work with the most amazing people at shops like Mother, DDB, Barton F. Graf 9000, Ogilvy Mather, McGarry Bowen, LBi, Time Warner's TruTV, and Yumi Kim. She worked on clients such as American Express, Lipton, Cotton Inc, Beck's Sapphire, Ragu, Chase, Shiseido, CMT, and Yumi Kim.

At Ogilvy, she was the art director on the campaign that launched the very first installment of American Express' Everyday Card starring comedy-legend, Tina Fey, which garnered lots of buzz and press having launched at the Oscars. To this day the campaign continues.

At DDB, she created Unilever’s, Lipton K-Scopes on Facebook, which introduced the U.S. to Lipton Tea’s first Keurig Cups. The online campaign generated so much traffic that K-cup samples sold out within the first couple of days. In the same year, she also joined forces with Nexus to rally for Cotton Inc. during NY's Fashion Week.

During that time, Lea wrote and co-directed a film for fashion retailer, Yumi Kim, which also aired during Fashion Week.
Creative Director
JWT New York
June 2010 - 2012 (1 year 7 months)
At JWT Lea worked on clients such as Macy’s, America’s Biggest Department Store. She focused on developing branded content, digital and mobile activation platforms, as well as integrated campaigns involving social media and PR.

She also created, "100 Ways to Make Magic," a highly designed, 100-page how-to book on customer service for Macy’s and produced it in mass scale.

The same year, she launched the program, “Macy's Million Dollar Makeover” as an episodic competitive reality-show that ran entirely on Facebook. It was so successful that TLC picked it up for another season. Lea was the co-producer for the one-hour TLC special hosted by Clinton Kelly and judged by Martha Stewart, Tommy Hilfiger and Marcus Samuelsson.

She also helped produce, “Live at Macy’s” Events featuring mega-watt music artist,Taylor Swift.

At the end of the year, she and her team developed an augmented reality mobile app that drove traffic in stores for the holidays. That campaign along with “Macy’s Backstage Pass” earned Macy’s the award for “The Mobile Marketer of the Year”.

Lastly, Lea helped produce the second iteration of “Smirnoff’s Nightlife Exchange Project” which featured Madge–the Lady Madonna herself. The program had multiple phases starting from the filming of the casting process, to the rehearsals, which then led to the actual competitive event. She took careful consideration and collaborated with Madonna’s choreographers on the set direction, wardrobe and make-up styling. Not an easy feat.
Associate Creative Director
San Francisco, United States
May 2008 - May 2010 (2 years)
Lea and her partner worked on integrated campaigns for HP and a comedic TV campaign for Comcast. She finally worked my way up to managing a few teams for the Commonwealth Bank of Australia.
Senior Art Director
New York, United States
February 2003 - April 2008 (5 years 2 months)
Lea created award-winning campaigns for JCPenney and worked on packaged-good brands like Novartis’ Excedrin, P&G’s Tide and General Mills.

She worked diligently to encourage clients like Procter & Gamble and Novartis to do creatively charged, breakthrough work that resonated with consumers. She helped energize and boost sales for JCPenney with smart, stunning work that successfully repositioned the brand in consumer’s eyes. Lea was also instrumental in winning the pitch for the Lego Brand at Saatchi & Saatchi Copenhagen.
Art Director
Chicago, United States
February 1998 - February 2003 (5 years)
Lea's first ad agency was Leo Burnett in Chicago where she gained valuable retail experience. At Leo, she and her partner created award-winning campaigns for several brands like Coca-Cola, McDonald’s, True Value and Delta. For McDonald’s, one campaign that included Britney Spears and the band NSync with Justin Timberlake, was talked about at the Grammy’s. Overall, she gained a tremendous amount of production knowledge while shooting six months out of the year.
Publicity and Movie Promotions PR Representative for the Southwest Region
GaylerSmith Company
1995 - 1997 (2 years)
Lea started out promoting upcoming movies on a grassroots level in Austin, Texas on behalf of MGM/UA, Columbia TriStar, Castle Rock Entertainment/Time Warner, and helped out on groundbreakings for Planet Hollywood. Getting in front of an audience promoting movies that needed it took some guts, but that experience gave her confidence, not to mention, lots of movie loot.

Education

B.S. in Advertising at the University of Texas at Austin - Art Direction

University of Texas at Austin, TX 78712
1993 - 1997 (4 years)
Publicity and Movie Promotions Representative for the Southwest Region Advertising Representative for The College of Communication Advisory Council

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