About me

I’m a senior creative based in Madrid, working across Europe at VML Madrid (Studio X) for The Coca-Cola Company.

My work lives where culture, platforms and behaviour meet — building ideas that people want to engage with, not ads they want to skip.

Experience

  • Crafting creative ideas, concepts and experiences — online and offline — for Coca-Cola brands across Europe.

    Working across both the Social team (Amsterdam-based) and the central Creative Team in Madrid, bridging social-first thinking with brand and platform ideas.

    Specialised in proactive thinking, storytelling and digital culture.

    Highlights:

    • 3/3 ideas submitted to Coca-Cola’s Global Proactive Brief reached the final, with 1 selected among the top 6 worldwide.

    • Fostered consistent proactive work, delivering 100+ proactive ideas in 2 years (on top of day-to-day work).

    • Created Cannes Oracle, the GPT tool used across WPP Creative Studio to evaluate and strengthen ideas.

    • Developed Coca-Cola Europe’s top-performing organic asset: a Fanta reel with 1M+ views (IG + TikTok).

    • Helped shift Coca-Cola’s organic content toward social-first storytelling while sustaining a +75% approval rate for social concepts for both Coca-Cola and Fanta.

    • Collaborated with teams in UK, Netherlands, Germany, Spain, plus cross-capability units.

  • Developed creative strategies that connected brands with music, working with Warner’s national and international artists.

    Created branded content, activations and original formats aligned with artist identity and fan culture.

    Explored innovation opportunities around Web3, NFTs and metaverse proposals.

    Member of Warner Music’s DEI team.

    Highlights:

    • Led the creative pitch, naming and presentation system for “The Music Station”, later adopted internationally.

    • Launched the first metaverse concert by a Spanish artist (Beret) for CaixaBank, developing a fully Unity-built world

    that became Spatial’s #1 brand activation for two consecutive weeks.L

    • Led naming and identity for two CaixaBank music festivals (Madrid & San Sebastián), plus rollout across web, social

    and on-site experiences.

    • Created Spain’s first pandemic drive-in concert, selling out in under two hours.

    • Launched Levi’s Music Project Spain 2019 (with Alizzz) in collaboration with the Warner Music UK team.

    • Selected as one of two Global Web3 Champions, leading metaverse, web3 and AI adoption.

  • • Directed a multidisciplinary team of 7 creatives (copywriters, designers, community managers).

    • Led the creative team with the highest award count in Venezuela (2016), contributing to Agency of the Year.

  • Concepted and wrote integrated campaigns for clients such as Nestea, Movistar, Renault, Bridgestone and Amnesty International.

    Actively involved in pitches and award-driven ideas.

  • Created and developed retail campaigns (BTL) for major brands such as AENA Airports and Foster’s Hollywood.


    Handled promotional concepts, in-store activations and tactical materials.

  • Developed ATL/BTL campaigns for Coca-Cola and its full brand portfolio in Venezuela.

    Wrote scripts, key visuals and activations adapted to local market needs.

Brands

Coca-Cola logo in white script on a black background.
Plain white square image
Fanta logo in white and black, with bold, stylized letters.
Sprite logo in stylized text on a wavy white background
Levi's logo in white text on a black background
Movistar logo with stylized "M" over the name in lowercase letters.
Plain white background
BMW logo with black and white color scheme
Powerade logo in white text on black background.
Oscar Mayer logo in grayscale
Nestea logo with leaf design
White blank image
Blank white background
A person wearing a red jacket and blue pants with a white background, playing air guitar enthusiastically.
Logo of Provene Fundación ProBono Venezuela, featuring the name with a checkmark symbol.
Blank white background
White background with no visible objects or elements.
Gray abstract curved shapes on a light background
Solid white blank image
Blank white background
Logo of Cerveceria Regional with text "REGIONAL" and "Medalla de Oro" on a circular design.
Aena logo with stylized arrow and text
Text "ATENTO" in white on a black background.
Stylized letter "F" inside a shield emblem.

Awards

    • Bronze in Radio

    • Silver in Ojo País

    • Radio’s shortlist

    • 11 pieces uploaded

    • 2016 Print Award

    • 1 x silver

    • 2 x bronze

    • 3 x gold

    • 4 x siver

    • 4 x bronze

    • First place / 2011

FAQs

  • Brands don’t compete for attention anymore; they compete for relevance.

    I approach storytelling by creating ideas that behave like culture, not like ads. That means understanding how people consume, remix, and share content, then building narratives that feel native to those behaviors.

    If the idea doesn’t earn its place in someone’s feed, conversation or routine, it doesn’t deserve to exist.

  • I foster innovation by encouraging experimentation, embracing failure as learning, and pushing creative boundaries. A culture of collaboration and curiosity keeps ideas fresh, while structured rapid prototyping helps validate risks efficiently.

  • Being a gamer, I approach brand storytelling with player-first thinking. I see endless potential for brands. AI-driven characters, immersive narratives, and branded game hacks will redefine engagement.

Say hi.

📩 hola@leosierra.com

📍 Madrid, Spain.