GARMAN Y.
Creative Director | Generative AI | Brand & Experiential
Professional Summary
Hands-on Creative Director with 15+ years of experience building brands and crafting immersive 360 creative across physical and digital surfaces. Deep fluency in generative AI and emerging trends, with a track record of leading multidisciplinary creative teams from concept through execution at top agencies including RAPP, Saatchi & Saatchi, TBWA\Chiat\Day, and Walt Disney Imagineering. Adept at translating culturally rich, community-driven briefs into show-stopping experiences — from digitally native activations to large-scale in-person events. Equally comfortable in the brainstorm and the build, with low ego and a bias toward action.
Core Competencies
Professional Experience
Associate Creative Director — RAPP
Sep 2020 – Present
Los Angeles, CA · Hybrid
- Created an AI pipeline for Parts and Accessories utilizing engineering sketches.
- Led end-to-end creative development for owner experiences successfully utilizing generative AI, video, and UI, across digital, direct, and in-person brand touchpoints.
- Managed and mentored a team of junior designers, setting creative direction, providing ongoing feedback, and supporting career development in a fast-paced, collaborative environment.
- Developed and presented creative strategies directly to brand stakeholders, translating business goals into compelling audience experiences that drove engagement through social and digital channels.
- Championed culturally resonant, audience-first design across multiple simultaneous campaigns, balancing brand consistency with fresh, category-relevant creative execution using AI and traditional creative techniques.
Creative (Freelance) — Independent / Various Agencies
Jul 2017 – Aug 2020
Los Angeles, CA
- Operated as a senior creative consultant across the LA agency ecosystem, bringing a hybrid brand design and experiential perspective to fast-turn, high-visibility projects.
- Embedded with agencies including Deutsch, 72andSunny, and TBWA\Chiat\Day, contributing to digital products and brand campaign activations for nationally recognized clients.
- Built a reputation for adaptability, cultural fluency, and creative quality under compressed timelines — consistently earning repeat engagements across diverse brand categories.
Creative Director (Contract) — Saatchi & Saatchi
Jun 2016 – Oct 2017
Greater Los Angeles Area
- Directed the redesign of Toyota.com and dealer digital tools, creating digitally native experiences that served millions of monthly users and supported dealer-level activations nationwide.
- Conceptualized and led design of the 'Digital Garage,' an interactive real-time inventory platform bridging online brand experience with physical dealership retail.
- Collaborated cross-functionally with product, marketing, and partner agencies to ensure cohesive brand expression across North American digital and physical surfaces.
- Tracked emerging digital trends and platform innovations, proactively integrating new creative approaches to keep the brand experience fresh and forward-looking.
Creative Lead — Walt Disney Imagineering
Jul 2014 – Jun 2015
Greater Los Angeles Area
- Concepted and developed immersive creative projects enhancing the guest experience across Disney's theme parks, hotels, and cruise experiences — among the most demanding experiential briefs in the world.
- Pitched original R&D concepts spanning digital pre-arrival engagement, interactive in-park activations, and post-experience loyalty touchpoints — a full-funnel experiential model.
- Conducted research into emerging storytelling technologies and entertainment innovations, translating findings into actionable creative concepts for a global audience.
Associate Creative Director — TBWA\Chiat\Day
May 2011 – Jan 2014
Los Angeles, CA
- Led creative strategy and execution for the Nissan account, directing multi-channel vehicle launch campaigns with global brand reach and local cultural relevance.
- Built the visual identity system for Nissan's 'Innovation for All' brand platform, creating a comprehensive style guide deployed across corporate, retail, and experiential touchpoints.
- Managed agency partnerships and cross-functional teams to maintain brand cohesion from campaign ideation through in-market execution.
Education
Master of Arts, New Media — Academy of Art University
2001 – 2003
Bachelor of Business Administration, Marketing — University of Southern California
1995 – 1999 · Minor in Multimedia Studies
Technical Skills
Design & Prototyping
Figma, Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere, After Effects), Generative AI (Adobe Firefly, Midjourney, Higgsfield)
Disciplines
Brand Identity, Experiential & Event Creative, Art Direction, Social-First Campaigns, Digital Product Design, Creative Strategy, Photography
Industries
Automotive (Toyota, Lexus, Nissan), Entertainment & Experiential (Walt Disney Imagineering), Agency (RAPP, Saatchi & Saatchi, TBWA\Chiat\Day, Deutsch, 72andSunny)