Anaylid S.

I’m a Creative Director, film director and Brand Strategist. I help brands move from an unclear business or communication problem to a strong creative idea — and then turn that idea into something real. Strategy, positioning, campaigns, films, brand worlds, visual systems and the creative assets needed to bring them to market. I’m also the Founder of 27LAB, a strategic-creative studio where I lead multidisciplinary teams across strategy, copy, design, AI, film, digital experiences and production. My background is in filmmaking and creative leadership, so I tend to approach brands through more than marketing. I think about tension, culture, character, narrative, visual language and the emotional idea behind what people will eventually see. ### WHAT I CAN HELP YOU WITH Creative Direction Brand Strategy & Positioning Creative Strategy Campaign Concepts & Big Ideas Campaign Development & Execution Art Direction Film & Branded Content Narrative & Storytelling Launch & Repositioning Strategy Brand Worlds & Visual Systems Cultural & Hispanic Market Strategy AI-Assisted Creative Production Creative Team Leadership ### FROM STRATEGY TO EXECUTION Depending on the project, I can lead the complete creative process: Brief → Strategic Diagnosis → Positioning → Creative Territory → Big Idea → Campaign Architecture → Narrative → Art Direction → Scripts & Concepts → Design & Asset Development → Film / AI / Digital Production → Creative Review → Final Campaign System Some clients need only the strategy and concept. Others need us to take the idea further and actually build the campaign. We can do both. Through 27LAB, I can bring together the right creative team for the project — designers, copywriters, filmmakers, AI creatives, developers and production partners — and lead the work from the initial idea through final execution. The objective is that your internal marketing team doesn't receive an abstract creative presentation. They receive a **complete creative system they can launch, adapt and continue using.** ### WHAT EXECUTION CAN INCLUDE Depending on the project: Campaign assets Key visuals Copy & messaging Scripts Storyboards Film concepts and production direction AI-generated visual / film assets Digital experiences Landing-page creative direction Social campaign assets OOH concepts and adaptations Presentation / sales materials Creative toolkits and guidelines Production briefs Final handoff systems for internal teams I can either lead production directly with my team or collaborate with your existing designers, production company, developers or marketing department. ### WHAT WE DON'T DO There is still an important distinction. We are not a high-volume marketing operations agency. I don't position myself as your: daily community manager media buyer PPC operator SEO operator CRM operator or person producing 50 generic posts every week. We execute the **creative idea**. We don't replace every operational function of your marketing department. ### AI + CREATIVITY AI is part of my creative process when it makes the work better. I use it to prototype, explore, produce and build worlds that would previously have required much larger resources just to test. Images, films, interactions, campaign prototypes, visual exploration. But AI is never the strategy. The idea still comes first. ### I WORK BEST WITH Founders building something with a strong point of view. CMOs and marketing teams looking for a stronger campaign. Consumer brands that need differentiation, cultural relevance or a clearer creative world. Startups launching or repositioning. And internal teams that don't just need another presentation full of ideas — they need someone who can define the idea, direct the people making it and help turn it into finished work. I’m Top Rated Plus on Upwork, with experience leading complex projects, multidisciplinary teams and client-facing creative work. Strategy when you need strategy. Execution when the idea needs to become real.