Every new campaign meant starting the search over. How a Mexican entertainment company built a standing pool of senior creative duos across LATAM.
A global entertainment company based in Mexico, responsible for launching large-scale regional campaigns and creative initiatives across Latin America. The company works with multiple internal teams and external agencies to develop campaigns tied to entertainment launches, cultural moments and branded creative experiences throughout the year.
To support this demand, they needed a reliable pool of Creative Duos Latam— senior Art Directors and Copywriters working in tandem — sourced from LATAM.
The company needed ongoing access to highly experienced freelance Creative Directors (Art Directors and Copywriters) with strong Latam cultural understanding and global industry experience.
Their challenge was not executional capacity, but creative thinking. They were looking for senior-level creative professionals capable of developing memorable campaign ideas, emotional storytelling and culturally relevant concepts that could elevate campaigns beyond the daily always-on creative workflow.
They needed creatives who could think beyond the brief and help build campaigns that audiences would actually remember and connect with.
At the same time, sourcing, vetting, negotiating, onboarding and coordinating this level of freelance creative talent internally was becoming slow, fragmented and operationally inefficient.
workflows, and guide digital initiatives across all channels. Hiring a senior US-based leader at that stage was costly and difficult to justify.
Finding and managing Creative Duos in LATAM with both conceptual depth and cultural fluency proved harder than expected through traditional channels.
LAT partnered with the company to build a curated network of pre-vetted freelance Creative Directors across Latin America with strong experience in global advertising, entertainment and culturally driven campaigns.
Instead of restarting the search process every time a new campaign or creative initiative appeared, we created an ongoing creative talent structure where the company had direct access to highly qualified freelance creative talent already aligned with their standards, workflow and expectations.
We focused heavily on:
• Creative Directors with strong conceptual campaign thinking
• Senior Art Directors and Copywriters with entertainment and global brand experience
• Human-centered storytelling and culturally relevant ideas
• Senior creatives capable of thinking beyond execution and bringing fresh strategic perspectives
• Fast availability and strong remote collaboration skills
LAT became the centralized creative staffing partner for sourcing, talent curation, onboarding coordination, availability management, freelancer contracts and payments.
This model — a curated pool of Creative Duos in LATAM — eliminated the recurring friction of sourcing and let the team focus on the work.
The company gained ongoing access to a trusted network of highly experienced creative talent without needing to restart the sourcing and vetting process every time a new campaign appeared.
This allowed internal teams and partner agencies to:
• Move faster when building campaigns
• Access stronger conceptual creative thinking
• Bring fresh external perspectives into campaign development
• Maintain higher creative standards across regional initiatives
• Reduce operational overhead related to freelancer management
• Build more culturally relevant and memorable campaigns for Latam audiences
LAT continues supporting the company with ongoing freelance creative staffing and curated senior creative talent across Latin America.
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