RIA MONEY TRANSFER APP

Challenge: Localize Ria Money Transfer’s global brand for North American audiences by creating culturally relevant, human-centered creative that simplified the ease of sending money globally while driving awareness and conversion across paid and integrated channels.

Impact: Led the creative strategy and localization of an approximately $90K integrated campaign, partnering across strategy, media, design, copy, and production to bring the work from brief to market in eight weeks. Built a cross-channel creative system that translated campaign concepts across paid social, CTV, OOH, and programmatic display while maintaining a consistent brand experience across audiences and placements.

Role: Creative Director

Creative Direction • Campaign Strategy • Localization Strategy • Art Direction • Messaging • Performance Creative • Integrated Campaigns • Creative Systems

Channels: Meta • Instagram • TikTok • CTV • Programmatic Display • OOH

 

BUILDING A LOCALIZED CREATIVE SYSTEM.

Concept Development: Starting with a limited set of existing brand assets, developed an original visual concept that transformed Ria’s digital money-transfer experience into something more human, accessible, and easy to understand.

Visual System: Concepted and designed the illustrated phone storefront and branded Ria awning, creating a recognizable visual device that could scale across campaign formats and placements.

Human-Centered Storytelling: Integrated people into the creative system to bring warmth and human connection to a functional financial product, reinforcing the real people behind every money transfer.

Localization: Adapted creative and messaging across English- and Spanish-speaking audiences, considering cultural context, language, layout, and audience relevance rather than relying on direct translation.

Platform Customization: Developed platform-specific layouts and formats across paid social and supporting digital placements while maintaining a consistent campaign idea and brand experience.

Performance Creative: Developed and A/B tested benefit-led messaging around ease, flexibility, trust, and satisfaction, using performance signals to inform future campaign messaging and creative iterations.

Role: Concept Development • Creative Direction • Art Direction • Graphic Design • Illustration • Copy & Messaging • Localization • A/B Testing

CAROUSEL ADS: Developed bilingual carousel creative centered on education, ease, and value, breaking Ria’s key benefits into simple, digestible stories. Each frame reinforced trust, convenience, and global accessibility while guiding audiences toward action.

SOCIAL VIDEO ADS

  • Video Direction: Led the development of 30-, 15-, and 5-second video cuts, shaping each format around concise, social-first storytelling.

  • Production: Sourced voiceover talent and video assets, partnering with the videographer and creative team to bring each concept from story development through final execution.

  • Funnel Strategy: Optimized video creative for top-of-funnel awareness, using shorter cuts, hooks, pacing, and messaging to introduce Ria to new audiences across social channels.

 

CTV LAUNCH STRATEGY

  • Unified Campaign: Extended the campaign into CTV with platform-specific storytelling designed for broader reach.

  • Duration Strategy: Developed 30-, 15-, and 5-second cuts with messaging tailored to each format.

  • Human-Centered & Accessible: Combined VO, on-screen messaging, and visual cues to make Ria’s value clear, relatable, and accessible with or without sound.

 

 

OOH ADS

  • High-Impact Reach: Extended the campaign into OOH with bold, simplified messaging designed for quick comprehension and visibility across diverse audiences.

  • Measurable Engagement: Integrated trackable QR codes to connect physical placements to digital experiences, extending the customer journey while enabling campaign measurement.