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Concept · Copy · Design · AI

Creative
Director

Hands-on creative director with 20 years of concepting, writing and designing campaigns and product launches for global brands.

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Portrait of Mario Foresta

Creative leadership profile

Concept, craft,
and the first frame.

I’m a hands-on creative director with 20 years of concepting, writing and designing campaigns and product launches for global brands. I lead across copy, art direction, design, photography and video—and I still write the headline and build the first frame.

My work spans 15 years at New Era Cap, agency-side work for fast-growth consumer brands through my own studio, and in-house leadership across 15+ brands at Fluidra. I turn complex products into simple stories people care about, connecting the creative work to launch goals, sales and conversion.

Professional experience

2006—Present

Fluidra North America

Global Art Director / Design Lead

Carlsbad, CA · 2024–Present

Lead creative direction for 15+ pool and connected-technology brands across a global B2B and B2C portfolio.

  • Concept and direct product-launch campaigns across video, photography, packaging, retail and digital, including trade-show films for Zodiac eDose and AstralPool DoseNext.
  • Write and shape launch messaging, headlines and product stories that turn technical equipment into a clear reason to buy.
  • Designed and launched Geovellum, an internal app that removes a 3+ week wait for product line art.
  • Use AI in concept development, image creation, storyboarding and localization to move faster while protecting the quality of the work.
  • Build global brand toolkits and guidelines that help regional teams and agencies keep the work consistent.
  • Lead and mentor designers across U.S. and global teams, and present creative strategy and rationale to executives.
  • Partner with marketing, product, sales and regional teams to turn business goals into focused creative briefs.

Mario Foresta Design Company

Founder / Creative Director (Independent Studio)

Irvine, CA · 2021–2024

Led creative and marketing for fast-moving consumer brands through my independent studio.

Full-time retainer · HYPPE / BAY-LABS · 2023–2024

  • Ran creative and marketing for a consumer product brand on a full-time retainer.
  • Owned product positioning and launch messaging, and built packaging and a visual system that made new products easier to understand and sell.
  • Created campaign, social and digital creative tied to sales and channel goals.
  • Directed designers, copywriters and production partners; clearer briefs and feedback loops sped up delivery.

Full-time retainer · Torch Enterprise · 2021–2023

  • Directed brand, campaign and packaging creative across a fast-growth, multi-brand consumer portfolio.
  • Led brand and campaign creative as monthly revenue grew from $2.5M to $20M.
  • Built and led an in-house creative team, establishing roles, standards and a review process.
  • Aligned creative across digital, retail and social with growth and channel goals.

New Era Cap

Art Director / Senior Design Manager

Irvine, CA · 2006–2020

Led design and creative direction for global licensed, sports, music, fashion and entertainment programs.

  • Directed creative for 200+ global clients and licensed partners, turning cultural moments and brand standards into product and stories people wanted to wear.
  • Developed campaign concepts, collaboration stories, retail activations and launch support for high-profile partnerships.
  • Led and grew a multidisciplinary design team through seasonal cycles and tight launch timelines.
  • Recognized by executive leadership as one of New Era’s strongest global creative leaders.

Selected work

Apps · Launch films · Photography

Fluidra · Internal tool

Geovellum

An internal app I designed and built that removes a 3+ week wait for product line art.

Fluidra · Product launch

Launch films

Developed concepts and wrote shot lists for Zodiac eDose and AstralPool DoseNext trade-show films presenting dosing pumps to pool professionals, dealers and builders.

On-set craft

Photography direction

Directed more than 20 shoots, including on-location Polaris product work and a celebrity shoot with DaBaby, where I also worked behind the camera.

Leadership scope

What I lead.

Concept and campaign development · Copywriting and brand voice · Art direction and design · Video, photography and animation direction · Product launches and product marketing · Performance marketing and conversion creative · Team leadership and mentorship · AI-enabled creative workflows

Education & credentials

Built on craft.

University of California, Santa Barbara
Bachelor of Arts, Fine Art · Minor, Art History
William Dole Memorial Award for Excellence in Arts

Korn Ferry Leadership University Professional Certificate · Digital Marketing Professional, DMI / AMA · AIGA Member · Certified Adobe Expert, Illustrator

Concept developmentCopywritingArt directionPhotography directionTeam leadershipAI workflowsProduct launchesAdobe Illustrator

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