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DIGITAL MEDIA & COMMUNICATIONS PROFESSIONAL

GABRIELA ARENAS

CREATIVE
PORTFOLIO

ABOUT ME

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Nationality: Guatemala 

Languages: Spanish (native), English (fluent)

Skills: Webflow, Figma, Wordpress, SEO&SEM, Photography and Audio Skills, basic in Adobe Premier Pro and Photoshop

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I'm Gabriela Arenas, a 22-year-old from Guatemala and a Communications & Digital Media graduate from IE University in Madrid. I’m passionate about exploring the intersection between creativity, strategy, and storytelling, and how digital media can connect people and ideas across cultures.

 

My experience includes content creation, social media management, branding, and digital marketing, with proficiency in tools like Wix, WordPress, Canva, and Webflow. I enjoy turning ideas into visuals and narratives that feel both meaningful and engaging.

 

Driven by curiosity and a love for collaboration, I approach every project as an opportunity to learn, experiment, and grow. I’m excited to continue building my career in the marketing and creative industries, bringing my perspective, energy, and creativity to a team that values innovation and authenticity.

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MY EDUCATION

BA in Communications & Digital Media

IE University, 2025

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Relevant Courses

  • Digital Marketing & Social Media

  • Branding & Branded Content

  • Webs & Apps Design 

  • Photography & Videography 

  • Advertising Management & Media Distribution 

  • Graphic Design 

  • Events Management 

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ADVERTISING STRATEGIES

  • Developed an integrated advertising campaign for Idealista focused on increasing user engagement and emotional connection with the brand.

  • Identified a core communication gap caused by impersonal messaging and lack of personalization in the home-search experience.

  • Conducted strategic analysis (market, competitors, and audience) to inform campaign direction and positioning.

  • Repositioned Idealista from a purely functional platform to an emotionally driven guide in the process of finding a home.

  • Designed a storytelling-led creative concept centered on personalization and the idea of “finding the perfect home.”

    • Key outputs: video advertisement and out-of-home billboards

  • Developed a targeted media strategy and evaluation framework

    • Focus on digital and OOH channels in major Spanish cities

    • Defined metrics for engagement, brand sentiment, and customer experience

  • Developed an integrated communication campaign to reposition Bacardi amid declining spirits consumption and shifting youth preferences.

  • Conducted a SWOT and market analysis identifying Bacardi’s strong party association but weak perceptions of quality and sophistication.

  • Defined a target audience

  • Created the campaign concept “Taste Your Success”, reframing Bacardi from a generic party drink into a symbol of life achievements and celebrations.

  • Designed multichannel tactics to embed the brand into pop culture and lived experiences:

    • Influencer-led social media (#TonightIsABacardiNight)

    • Brand collaborations (Cardi B x Bacardi, Netflix partnership)

    • Experiential activations and UGC-driven challenges

  • Established a measurement and control framework to evaluate brand awareness, image, perceived quality, and emotional resonance over time.

  • Developed a comprehensive advertising strategy for Happy Socks to strengthen brand presence and preference in the Spanish market.

  • Conducted situational, SWOT, competitor, and consumer analysis to assess brand positioning, awareness, and growth opportunities.

  • Defined a target audience of fashion- and quality-oriented consumers seeking self-expression and playful everyday accessories.

  • Established clear communication and marketing objectives, focusing on increasing brand awareness, preference, and gift-giving consideration.

  • Designed a creative strategy positioning Happy Socks as a tool for personal expression and thoughtful gifting, supported by multiple campaign concepts.

  • Developed a channel, budget, and measurement plan, integrating digital, OOH, and experiential marketing with defined KPIs to evaluate brand impact.

BRANDING CAMPAIGNS

  • Create a brand from scratch

  • Define what the brand stands for and how it should be portrayed to the public

  • Develop a branding strategy for:

    • Pre-launch

    • Launch

    • Post-launch

  • Ensure brand success and strong audience attraction at every stage

  • Identify and develop a unique selling point (USP) to:

    • Differentiate the brand from competitors

    • Maintain peak interest throughout the establishment process

  • Collaborate as a team to generate advertising ideas across:

    • Social media

    • Events

    • Billboards

  • Conceptualized and planned ADAMO, an exclusive end-of-summer music festival designed as an immersive cultural and emotional experience.

  • Defined a clear festival identity and narrative centered on pleasure, connection, self-expression, and exclusivity.​

  • Developed a target market strategy focused on music-enthusiastic young adults (19–35), both local and international.

  • Designed the full festival structure, including artist curation, ticketing tiers, hospitality, sponsorships, and experiential elements.

  • Created a comprehensive operational plan, covering budgeting, promotion, risk management, and success measurement (attendance, revenue, engagement).

  • Developed a strategic rebranding proposal for Barbie addressing declining sales, outdated brand perceptions, and societal criticism.

  • Identified key brand issues through market and trend analysis.

  • Defined a dual target market of young children (primary) and parents (secondary), aligning educational value with contemporary parental expectations.

  • Designed updated brand elements and product strategy. 

  • Developed an integrated marketing and media strategy, using content-led storytelling and age-appropriate channels to measure impact through brand awareness and sales performance.

PITCH DECKS

  • Developed a branded content pitch for Chupa Chups aimed at evolving the brand’s positioning from “Forever Fun” to “Eternal Joy”, targeting emotional maturity without losing playfulness.

  • Identified a key insight around Gen Z’s emotional sensitivity, stress, and need for meaningful human connection, aligning with Chupa Chups’ joyful brand DNA.

  • Repositioned the brand to emphasize empathy, gratitude, and shared happiness, encapsulated in the campaign message “Happiness Has No Boundaries.”

    • Designed an experimental, documentary-style campaign execution based on a real-life gratitude experiment to create authentic emotional engagement.

  • Executed the campaign through audiovisual branded content, focusing on authenticity, surprise, and emotional storytelling to encourage virality.

  • Defined the intended emotional value shift and campaign impact, positioning Chupa Chups as a brand that reconnects young adults with joy, relationships, and emotional openness.

  • Developed a campaign pitch for Patagonia that challenges the “finance bro” stereotype and reframes it through well-being, balance, and reconnection with nature.

  • Identified a cultural insight around overworked, overstimulated urban professionals, positioning Patagonia as a catalyst for mental and physical reset.

  • Defined a clear brand problem:

    • modern professionals are disconnected from nature and their own well-being due to corporate lifestyles.

  • Created a narrative-led creative concept that contrasts corporate environments with outdoor landscapes to visualize emotional escape.

  • Designed a visual and sensory storytelling approach, using color grading, sound design, and setting transitions to reflect internal transformation.

    • Articulated a strong campaign message : “Escape the Ordinary, Embrace the Outdoors”, reinforcing Patagonia’s values of versatility, sustainability, and mindful living.

  • Developed a luxury brand ambassador strategy to increase brand awareness and penetration of Fred within Western markets, particularly Spain.

  • Conducted qualitative audience research (24 interviews) to assess brand awareness, perception, and the potential impact of ambassadors.

  • Identified a positioning opportunity to balance heritage and exclusivity with modernity and accessibility within the fine jewelry category.

  • Defined a target audience of men and women in their 30s, high-end jewelry consumers with active, sophisticated lifestyles.

  • Selected high-profile ambassadors aligned with brand values to modernize perception and attract younger audiences.

    • Amanda Seyfried, Enzo Vogrincic, Úrsula Corberó

  • Designed a digital-first activation and content strategy, focusing on storytelling, limited-edition releases, and measurable KPIs (engagement, sentiment, traffic).

  • Developed a branded short-form video campaign pitch for Netflix aimed at strengthening emotional connections between parents and children.

  • Identified a key insight around parents’ difficulty maintaining meaningful bedtime routines.

  • Leveraged a new Netflix feature concept (“Nudging”) to position the platform as a connection-enabling space, not just an entertainment service.

  • Created a storytelling-led campaign structure using split screens and delayed context reveal to emphasize emotional bonding before revealing physical distance.

  • Articulated a clear campaign message: “Bedtime, Anywhere, Anytime”, reinforcing Netflix’s role in preserving family routines across time and space.

BRAND COLLABORATIONS

  • Collaborated directly with GirlsAide, a Nigerian healthcare initiative, to develop a comprehensive brand book supporting women’s and girls’ health and empowerment.

  • Translated the founder’s medical expertise and lived experiences into a clear brand narrative

    • Positioned GirlsAide as both a caregiver and change-making organization.

  • Defined the brand’s purpose, mission, vision, and core values, emphasizing equity, accessibility, compassion, and long-term systemic impact.

  • Developed a cohesive visual identity system (logo, color palette, typography) designed to feel empowering, trustworthy, and culturally sensitive.

    • Established a distinct brand voice and messaging framework, balancing authority and medical credibility with warmth, care, and motivation.

    • Designed an integrated communication strategy across digital platforms (Instagram, website, WhatsApp) to build awareness, engage communities, and support real-world health initiatives.

  • Collaborated with GirlsAide to develop a comprehensive brand and communication strategy aligned with the organization’s mission to improve women’s and girls’ health in Nigeria.

  • Conducted competitive and positioning analysis to define GirlsAide’s long-term role within the healthcare and empowerment ecosystem.

  • Designed a structured umbrella-brand architecture, organizing multiple initiatives (e.g. Thrive, Womb, KAMA Care) into a coherent and scalable system.

  • Led the rebranding process, including name evolution, logo refinement, color palette, and typography, ensuring clarity, consistency, and cultural sensitivity.

    • Developed a new and improved website that included all the developments. 

    • Developed a brand book and messaging framework.

  • Created a platform-specific social media strategy (Instagram, Facebook, WhatsApp), outlining content types, posting cadence, visual consistency, and call-to-action structures to support community engagement and impact.

  • Collaborated with Blue Hug and MAPFRE as part of the IE Challenge to design a digital support platform for parents of neurodivergent children.

  • Conducted extensive user research (interviews, surveys, expert consultations) to identify unmet emotional, informational, and organizational needs.

  • Developed a human-centered value proposition, positioning Blue Hug as an all-in-one ecosystem for community, professional guidance, and practical resources.

    • Designed a platform concept and feature set including peer communities, expert sessions, personalized workshops, and budget-friendly resource tools.

    • Built a go-to-market and business strategy, defining revenue streams, partnerships, validation metrics, and a phased launch plan.

  • Articulated long-term social impact and scalability, focusing on empowerment, inclusion, and sustainable support systems for neurodivergent families.

  • Creative campaign for new jewellery line at MELT,

  • Collaborated with ideas on topics such as:

    • Costume creation

    • Videography 

  • Worked hand in hand with the creative team

    • Bounced off ideas to create cohesion ​

    • Make it unique while staying loyal to the brand image 

  • Content creation for brand MELT,

  • Visually understand what the brand portrays and their target audience 

  • Focused on the content to be:

    • Organic

    • Community driven 

    • Creative 

    • Aesthetically pleasing for the already existing social media feed

  • Followed an inspiration board alongside having creative freedom

    • Made the content focused on the jewellery but as natural as possible ​

    • Wanted the audience to connect to the product on an emotional level 

VIDEOGRAPHY

  • Developed the creative campaign concept for Chupa Chups’ “Eternal Joy,” centered on authentic emotional connection and shared happiness.

    • Designed and executed a real-life social experiment involving university students to translate the campaign idea into a tangible audiovisual format.

  • Led the creative direction of the video narrative, structuring the experience from reflection (letter writing) to emotional release (live phone call).

  • Actively contributed to the production process

    • Participant coordination, filming setup, and on-site direction in a controlled environment.

  • Played a key role in the editing and post-production, shaping pacing, emotional build-up, and overall storytelling impact.

  • Evaluated the campaign’s effectiveness by measuring participants’ self-reported happiness before and after, confirming a clear positive emotional shift aligned with the brand message.

  • Develop a 10-second audiovisual advertisement for the brand Patagonia

  • Construct a clear and cohesive narrative within a strict time constraint

    • Frame the story around Patagonia’s “finance bro” consumer archetype

    • Gradually redirect the narrative toward the brand’s outdoor, nature, and hiking ethos

  • Emphasize the following core components:

    • Cinematography and visual composition

    • Editing and pacing

    • Sound design and sound effects

    • Strategic communication of the brand’s intended message and values

MY FILM PHOTOGRAPHY

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