2023 portfolio

My Story:

My name is Paola Romero, graduate in Marketing and Creative Director and Marketing Manager for the group

Through four years of this journey, I have experimented local content, casting models, creative directing effort of my team and partners. Thank you so much to me.

Creative Direction

The Process: Holiday Campaign LUHO 2021

Wrap the vision in my head and create a moodboard that displays the concept of the shoot I am searching for.

Scout the location / Models

This location in particular, had a lot of natural lighting. With the production team, we work a way to blackout the space and work with artificial lighting. We work with a photo as referal that set the tones of the lighting we tried to catch in our photos.

The Result

Installed blackout curtains

Installed artificial LED lighting parallel to the floor. During post-production we set the warm tones in adobe lightroom.

Referal Photo The Location: at Hotel Barceló El Salvador.

I start by visiting the collection displayed at the store. In this collection in particular, I was looking for burgundy and holiday party pieces. So I search for Little black dresses, heels, formal trousers.

Sometimes, I work with digital mock ups before I do the fittings. With the aim to have a better vision.

After working mock-ups, I go again and see in person if the outfits match as expected. I do little arragements while fitting the model, we as, a team approve the outfits I have styled, and then we are ready to go.

The final touch is the glam. Because of this concept of a very regal holiday party I wanted to achieve classic glamour. So I search for bold red lips and voluminous wavey hair as referrals. I send this for approval to our make up artists, with an attach photo of our model. To make it easier for the glam team to prepare for the production day.

The Styling 3.

The Result. 4.

Creative Direction: Paola Romero

Make-Up: The Blower Bar Salon

Styling

The Styling Process

I begin by feeling and understanding the tones displayed on the moodboard. And aswell as, understanding the codes of the brand I am working with, In this example, the brand in this case was Polo Ralph Lauren. So I searched for an Americana look.

I Take a look at the display of the collection and select the key elements that make the collection unique.In this case, the Polo Bear and graphic T-shirts.

Once I looked up for the core elements of the collection, I begin to style. In this shoot in particular, I wanted to style the classic Polo staples with the new elements. Layering Classic oxford-shirts with graphic T-shirts. Classic denim pieces with hoodies an so on.

Moodboard for LUHO Spring / Summer 2022 Ralph Lauren Campaing

Creative Direction: Paola Romero

Model: Javier Zaldivar

360 MKT Campaigns

Cole Haan x Roberto Rivera

BRIEF:

Cole Haan releases the new Grand Pro Rally Canvas Court Sneakers in Summer of 2021. A new style design for comfort, versatility with a keen eye to imagination. Cole Haan Franchises around the globe were challenge to display the new product, with an out-of-the-box creative campaign.

As an approach to enhace the new materials of the re-editions of the Rally Court Sneakers, Cole Haan El Salvador joins forces with artist Roberto Rivera, in a limited edition collaboration.

Cole Haan x Roberto Rivera

I lead this project as a pasion project, Art was my first creative approach as I was growing, as a teen I was all about modern art, that later on lead me to fashion. I felt this collaboration allowed me to test waters into both of my biggest passions. I´ve seen multiple times how the fashion community ofter recurs to the art for inspiration or for a collaborative approach. I felt it was a natural and obvious approach to the Canvas Court Sneakers, I felt it was my time to put something out there that my community in El Salvador might enjoy, give them an approachable take to modern art, with a beloved local artist, that lived the ethos of Cole Haan which is ultimately, working in your dreams and passions.

Cole Haan x Roberto Rivera

We dived into this project as a 360 campaign where, many assets were involve. We focus the consumer to have as many touchpoints to come across this campaigns, first, by product placing the shoes at Roberto Riveras Gallery Studio. Creating social media assets, executing exclusive interview on the website and on instagram, shooting behind the scenes of the savoir-faire and creative process of this collaboration. We emerge the consumer, and Roberto Rivera’s own community into diving into with the artist, coming alonside with him while creating this collaboration. This collaboration was a success with 2 Canvas Court Sneakers sold out almost inmediately, and increase of the 60% in instagram traffic, and 30% increased in our website. Cole Haan Headquarters added our campaign into the Internanional Marketing highlights of the year.