Marcus McPhee

Lead end-to-end creative direction for global campaigns — from concept development through execution, directing regional design teams on rollouts, in-app materials, and market-specific adaptations. Own full creative strategy and execution for LATAM, with sole responsibility over concept, visual direction, and final output.

Owned product design workstreams including UI, in-app assets, and design system development. Built AI-assisted workflows combining real artwork with generative AI — improving creative production speed by ~70% while maintaining brand consistency across LATAM, EMEA, and APAC.

AI-powered asset generation platform built for production workflows — serving game studios, agencies, motion designers, and product teams. Founded and built end-to-end: product design, UX, visual identity, web presence, pricing architecture, and go-to-market positioning. Developed the core AI prompt engine that expands simple inputs into structured, production-grade briefs automatically.

Branding and visual identity projects for diverse clients — F&B, events, and digital products. Strategic design aligned with marketing goals, including El Choripan brand identity and event visual direction.

Marketing assets for a large-scale casino and gaming group. High-volume multi-channel creatives under tight deadlines, ensuring brand guideline adherence and visual consistency across international markets.

Led visual strategy and creative direction for multiple client accounts including Toyota, Volvo, Renault, and Chevrolet. Managed paid media creatives across digital platforms, worked with performance data to improve results, and supported large-scale automotive events and launches — consistently exceeding manufacturer-set targets.