This is Roberto Platas, a globetrotting Executive Creative Director who didn’t follow the usual playbook — I rewrote it.
Unlike the traditional ECD path, mine started in the digital trenches, where I mastered how brands connect with audiences in real time. And from there, I took a different route — one paved with digital and social media, not just TV scripts and 30-second spots. That foundation shaped who I am and how I lead global creative teams today across continents, cultures, and platforms. I’ve worked in four countries (Spain, UAE, Thailand, and the U.S.), building creative departments, launching campaigns that traveled worldwide, and driving innovation in a space that never stops evolving.
Most recently, I’ve been leading Chevrolet’s global content at Commonwealth McCann, heading creative teams in Detroit and Bangkok. But what defines me isn’t a job title — it’s my approach: hands-on leadership, strategic creativity, an unquenching thirst for data and an obsession with pushing brands beyond the expected. Whether it’s shaping digital-first campaigns, steering global productions, or presenting to C-level clients, I believe the best leaders don’t just direct; they do.
So, if you’re looking for someone who understands both the big picture and the smallest detail, who can navigate traditional, digital, and whatever comes next, let’s talk.