Carlos Castro

• Trusted by top-tier global FMCG and lifestyle brands (Mondelez, Nestlé, Kraft, P&G, Heineken, Coca-Cola, Reckit) for innovative, strategic brand and packaging solutions that enhance shelf presence, drive consumer engagement, and accelerate sales growth.

• Deliver end-to-end creative leadership — from brand concept and identity development to packaging innovation and production — ensuring projects exceed client expectations with a balance of commercial insight and artistic excellence.

• Renowned for combining strategic thinking with visual storytelling to create impactful brand experiences that resonate emotionally with target audiences across diverse cultural markets.

• Frequently engaged by agencies such as CBA, FutureBrand, Landor, and Team Créatif to elevate campaigns through creative problem-solving, fast adaptation, and fresh ideas under tight deadlines.

• Provide expert illustration and art direction services, including custom character development, premium product imagery, and narrative visuals that differentiate brands in crowded markets.

• Lead innovation workshops and collaborative ideation sessions, helping clients unlock new growth opportunities by integrating consumer insights and trend forecasting into actionable creative strategies.

• Designed and illustrated covers for thriller, fantasy, horror, and humor titles, crafting visuals that captured each book's unique tone and narrative.

• Developed custom title logos and series visual identities, ensuring cohesion across multi-title collections.

• Researched and interpreted the subject, themes, and cultural context of each book to create visual concepts that resonated with target audiences in different markets.

• Adapted cover designs to suit diverse markets, often producing separate versions for the UK and USA to align with regional preferences and publishing trends.

• Applied a wide range of graphic styles, photography treatments, and illustration techniques, tailoring the visual approach to best communicate the book's message.

• Directed multidisciplinary creative teams for high-profile FMCG and luxury accounts across the USA, Europe, Eastern Europe, and the Middle East, ensuring design excellence and brand consistency in diverse cultural contexts.

• Led strategic brand and packaging projects for major global clients including Kraft Foods (Côte d'Or, Milka, Suchard, Gevalia, Marabou), Procter & Gamble (Ariel, Lenor), Barilla, Danone, DIM, Philip Morris (Marlboro, PM, Bond Street, Chesterfield), Pinar, Hayat, and Efes (Turkey).

• Directed innovation workshops such as Protocept Sessions, creating and adapting packaging designs in real time based on live consumer feedback.

• Managed high-end art direction for product and fashion photo shoots, from casting to set design, aligning visual production with brand strategy.

• Partnered closely with marketing, R&D, and strategy teams to deliver solutions that elevated brand perception, reinforced market positioning, and drove commercial impact.

• Maintained direct client relationships, presenting concepts and gathering feedback to refine solutions and ensure brand and market relevance.