Brand problems,
solved with strategy.
- Brand strategy
- Copy and concept
- Content systems
- Meta Ads
- AI workflows
- Shipped products
I'm a creative brand and content strategist who gets along with AI, with over ten years working for brands like Coca-Cola, Nestlé and Samsung, in South America and Asia.
Taipei · remote worldwide · English and Spanishmati@barragan.com.pyLinkedIn
Mirage Festival
- Content and system strategy
- 2026
- Festival marketing
- Meta Ads
- Notion
Role: Marketing & Content Lead (retained)
Mirage is a three-day electronic music festival in Taiwan entering its second year in 2026. Outside a small circle, almost nobody had heard of it.
When I joined in late May, ticket sales opened in a week and there was no marketing plan. The budget was close to zero.
I came in to build the plan, make the content, and sell tickets.
Week 1Phase 1: Strategy
I turned my research into a 24-slide strategy deck.
The campaign concept (“It was real. It was all yours.”), became four content pillars, a Reels-first Instagram plan and a plan for launch night.
June to SeptemberPhase 2: Content
I wrote the scripts, coordinated a photoshoot with every artist, co-produced the videos and directed on set.
The photo and video series covered all 36 artists.
We also ran a content series for the official T-shirt that sold out during the festival.
Pre-parties with on-site discounted tickets.
I also ran the Meta ads: 25,000 paid clicks to the ticket page at under NT$1 (US$0.03) per click.
3 monthsResults
Buyers flew in from Europe, the US, Australia, Hong Kong and Thailand.
After the festivalPhase 3: Post-mortem
After the festival I turned the raw order data into a buyer report: who bought, when, and what moved them.
It gave the organizers a 2027 plan built around their price deadlines and a live page to set ticket targets and track them each week.
Temporary Truth Creative
- Content and system strategy
- 2026
- Reels
- Positioning workshop
TTC had an Instagram account with under 800 followers and no strategy. Videos got under 1,000 views, for a company doing commercial work for Riot Games, ASUS and Adobe.
I was brought in to close that gap, with social media as the main channel.
First 30 DaysPhase 1: Social Media
I defined TTC's niche as video production for brands, found five sub-niches through market research and built a five-pillar content architecture on it.
Case Studies drive value and trust.
Reactions build likability.
Trends generate reach.
BTS shows authenticity.
HQ demonstrates craft.
I built the monthly workflow and the case study format, wrote the scripts, directed the editors and QC everything before it goes live.
Days 30 to 90Results
The account went from under 800 followers to 3,826.
StrategyThe positioning workshop
The branding and position were outdated so I created a workshop with the whole TTC team that ended in one strategy document, the one the company works from now.
Olympic Park
- Print ad
- 2017
- Copywriting
- Concept
Role: Concept and copy
The deadline
Three hours to make a print ad for the Olympic Park inauguration in Paraguay, tied to Coca-Cola's campaign that year, "Sentí el Sabor".
The ideaThe Olympics aren't about watching. Being part of something bigger has its own taste.
The line"Being part of this achievement has a unique flavor."
My roleConcept and copy.
Translation
Being part of this achievement has a unique flavor
Olympic Park Inauguration
RaceArt brand book
- Brand book
- 2024
- Brand strategy
- Tone of voice
- Visual identity
Strategy
RaceArt is streetwear rooted in street racing culture.
Missionthe moment of total commitment at max speed, when only you and the road remain.
Voice
RaceArt does not explain itself to people who do not already understand.
Short declarative sentences. No exclamation points. Facts over feelings. Compliant and non-compliant copy side by side.
Visual identity
Logo rules, a palette built on the Robin Egg Blue to Green Yellow gradient, Big Noodle Titling for headlines, Futura Heavy for subheads.
Photography
Disposable camera grain, sodium vapor light, gas stations and parking lots, JDM cars, casual framing. No studios, no fashion poses and no staged product. Clothing in context, and not as the subject.
This brand book refuses to...
RaceArt is defined by what it will not be: polished, explanatory or desperate for approval.
The Only Football You Can See
- Print ads
- 2019
- Campaign
- Copywriting
- Sports
The setup
Tigo owned the broadcast rights to Paraguay's football league. Claro and Personal didn't.
The twist
Their names became the punchline. "Claro" means clear, "Personal" means personal:
Is it CLARO? You can only see football with Tigo.
Don't take it PERSONAL. The football league is only on Tigo.
Watching football with the competition looked like Chrome's offline dinosaur page.
My roleCreative concept and campaign strategy.
Translation
The first translates to: "Is it CLEAR right? You can only see football with Tigo"
The second"Don't take it PERSONAL. The football league is only in Tigo"
Friendship Day
- Social video
- 2017
- Copywriting
- Concept
The truth
Everyone has that one friend stuck in the friendzone. Latin America celebrates Friendship Day, and Sprite's campaign that year was "Things as they are": uncomfortable truths, said out loud.
So we made a video about the friendzone. Direct, honest, the thing everyone knows and nobody says.
The line
For you, who are loved 'as a friend.' Happy Friendship Day.
My roleConcept and copy.
Translation
For you,
who are loved
"as a friend"
Happy Friendship Day.
Where I have worked
| Marketing and content lead | Mirage Festival | 2026 |
|---|---|---|
| Strategy and growth consultant | Temporary Truth Creative | 2026 |
| Creative and brand strategist | Compound | 2023-2026 |
| Digital media consultant | Radio Taiwan International | 2021-2023 |
| Creative director | Ariadna Communications Group | 2019-2020 |
| Senior digital creative | WILD FI | 2018-2019 |
| Senior creative copywriter | McCann | 2016-2018 |
| Creative copywriter | Publicis | 2014-2015 |