Carlos (Charlie) Loaiza
Q What do you do?
“My name is actually... Carlos, but please call me Charlie! I am an Art Director and Multidisciplinary Creative, driven by a pursuit of curiosity and experimentation. My creative mission is to find unique perspectives within the world and translate them into crafted outputs. My work is dedicated to creating compelling stories and narratives, rooted in my passion for experimentation, culture, and a bold approach to design.”
I work with brands all over the world, and help them tell their stories through Art Direction. From advertising, graphic design, avant-garde and editorial craft, my work tailors daring perspectives for those who wish to go the extra mile.
Q What steps did you take to get to where you are now?
Honestly? It's been a crazy and weird path, but I wouldn't have it any other way.
I started my career at IE University in Madrid studying Integrated Design (which sounds fancy) but it taught me to think about design as more than just making things that look good. It's about systems, people, and how everything connects. I even spent a semester at Singapore University of Technology and Design, which completely opened my eyes to how different cultures approach creativity and life.
But here's the thing: I've never been content staying in one lane.
During that process, I jumped around internationally. I worked at McCann Worldgroup and Punto99 in Ecuador to get my exposure in traditional advertising, spent some time at Chermayeff & Geismar & Haviv in New York City to learn from masters of iconic branding, and then took on a lot of creative roles on my own, because I wanted to lead, not just execute. I also spent some time at Relajaelcoco in Madrid, then I worked with Schaaf Agency back in 2024 to understand how creative operates in a small agency environment.
Now I'm at Frutera Creative in Jersey City as an Art Director, while I also attend Miami Ad School to sharpen my conceptual thinking and push my craft even further. I'm still learning, still experimenting, still figuring out what kind of creative I want to be. The thread through all of it? I've always chosen curiosity over comfort. I'd rather try something and fail than wonder "what if?"
Q How do you stand out in your field?
I think what sets me apart is that I refuse to be just one thing. A lot of creatives pick a lane and stay there, advertising or editorial, branding or art. I've never seen the point in that. I'm an Art Director, yes, but I'm also a creative, writer, designer, co-founder, someone who's equally comfortable in a traditional roles as I am building something experimental from scratch. That range isn't just for variety's sake, it's because I believe the best ideas come from cross-pollinating my life.
Q What are you working on right now?
Right now, I'm juggling a few things that keep me energized. I'm working as an Art Director at Frutera Creative while finishing up at Miami Ad School, sharpening my conceptual chops and pushing my work to new levels. I'm also actively entering awards shows (some of my work has already gotten recognition) and I'm hungry for more. But honestly, what excites me just as much, is the independent work I do on the side: taking on select client projects, collaborating with other creatives, attending industry events, and even giving mentorships when I can. I love that mix of agency life, education, and personal creative freedom, it keeps me from getting too comfortable in any one space, and that tension is where my best work happens.
Q What’s your style?
I wouldn't say I have one particular style, it's more of a motto: I see myself as a sponge that absorbs everything that comes my way. Insane references I stumble on while scrolling, lessons from agency and studio experiences, my own personal experiments, even just walking around the city and letting inspiration hit. I think a project that reflects this approach is my recently awarded Babbel campaign from the Crowbar Awards. It represents the disruptiveness I bring to the table and how a simple, lived experience can turn into a full-blown campaign. The idea came from partying in a country where I didn't know the language and realizing how much of a problem that is for Gen Z travelers like me. That's how I work, I take something real, something I've felt or seen, and I translate it into creative work that's bold, unexpected, and actually connects with people. My style isn't about consistency in aesthetics; it's about consistently finding those unique angles that make people stop and pay attention.
See project here.
Q Out of all your slashies, which one do you wish you could do more often?
Painting. I'm actually a trained painter, I took advanced Fine Arts in high school and it was a huge part of who I was back then. But over time, as I dove deeper into advertising and design, I've lost some of that practice. I've been able to bring painting into some of my projects here and there, which feels good, but it's not the same as just painting for the sake of it. No brief, no client, no agenda just me, a canvas, and whatever needs to come out. I miss that pure creative release. It's where I started, and I think there's something powerful about reconnecting with your creative roots.
Q What is frustrating you right now?
I think the biggest frustration is working with corporate clients who want "something different" but aren't actually willing to take the risk when you present it to them. Don't get me wrong, I've made work I'm genuinely proud of with these clients, and I understand they have stakeholders and bottom lines to worry about. But there's this pattern where they hire you for your creative perspective, then slowly sand down all the edges until it's safe and forgettable. I wish more clients would trust us as creatives. At the end of the day, it's our job to represent their brand in the best way possible, and we love doing it, but "best" doesn't always mean "safe." The most memorable work happens when there's genuine trust and a willingness to push boundaries together.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I'd love a design buddy, a partner in crime, if you will. It would be amazing to have someone learning by my side while I learn from them too. I've been a design buddy before, and it's one of my favorite ways to work. There's something about having another creative brain in the room that makes everything better; bouncing ideas back and forth, catching things the other person missed. I love working with people, and having that collaboration baked into your creative process just makes the work stronger and the day more fun. That energy is invaluable, and honestly, I'd take that over any other kind of help.
Q What do you wish you could have told yourself, when, and why?
I would tell young Charlie that it's okay to feel lost and confused; that it's actually part of the process, not a sign you're doing something wrong. I spent so much time early on questioning whether I was on the right path, stressing about every decision, worried that I should have it all figured out by now. But here's what I've learned as an adult: the right path is hard, don't get me wrong, but it's hard in a way that energizes you, that makes you want to keep going even when you're exhausted. I wish I could go back and tell myself to trust the confusion, to see it as exploration rather than failure.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would LOVE to learn from Creative Directors who foster inclusion and diversity within agency and studio culture, learn from the value that shapes how they build teams and make work. I'm a big supporter and activist for Latinx, Queer, Women, and the rights of other underrepresented communities, partly because I belong to several of them myself, and I see firsthand how much the industry still has to grow. I want to understand how leaders in positions of power are actually creating space for these voices, not just hiring diverse talent but empowering them, protecting them, and making sure their perspectives shape the work that goes out into the world.
Q What kind of opportunities/projects are you looking for?
I'm looking for opportunities that let me be disruptive and experimental; projects where the client or collaborator actually wants to push boundaries, not just talk about it. Whether it's a full campaign, editorial work, or experimental collaborations, I'm drawn to anything with a strong cultural angle or a story that hasn't been told yet. I'm especially interested in working with purpose-driven brands or projects, because that's where the most exciting and necessary creative work is happening right now. I also love opportunities that blur the lines between disciplines: art direction that incorporates fine art, campaigns that feel like cultural commentary, projects where I can be both strategist and maker. Honestly, if you're doing something bold, something that scares you a little bit, something that could fail spectacularly or succeed brilliantly, that's exactly what I want to be part of.
Q Describe your ideal job/client/collaboration.
My ideal client is someone who trusts the creative process and isn't afraid to take risks. They come to the table with a clear vision but are open to being challenged, to exploring ideas that might feel uncomfortable at first. They understand that great work doesn't come from playing it safe, it comes from pushing boundaries and trying things that haven't been done before. I love working with people who value collaboration as a true partnership, where we're learning from each other and making each other's ideas stronger.
Q: What is your rate?
I'm open to projects of all shapes and sizes and will quote based on scope, timing, and the creative complexity involved. A full brand campaign or art direction package typically starts around $5K, depending on deliverables and timeline. Smaller projects like social content art direction, editorial layouts, or one-off design work could start around $500-$1K. For hourly work, my rate is around $50/hour depending on the project. I'm also open to working with startups, independent artists, and non-profits at adjusted rates if the project aligns with my values and there's room for creative freedom.
Q How should someone approach you about working together?
Your can find my portfolio here. And you can email me at charlie.charlie.creative@gmail.com.
Q Who is a creative you admire?
Megan Farquhar, my former Creative Director, she is AMAZING. Linkedin.
Q Oh! and… how do you stay creative?
My Haiku: New experiences, strange views: I collect perspectives like tools to create things.
This member profile was originally published in October 2025.