tito melega

TITO MELEGA Creative Director/Art Director Los Angeles, CA tito@titomelega.com Twitter: titomelega AIM: laykaa 310.409.5231 titomelega.com SUMMARY • First rate client advocate, grounded in producing great work that effectively solves client business problems • Passionate about people, the development of ideas and the relentless pursuit of creative excellence • Approachable, highly ethical, what-you-see-is-what-you-get kind of guy with a keen eye for detail and a strong sense of design and style EXPERIENCE VP, Creative Director, BBDO, Los Angeles, CA, 2005-2008 Sr. Art Director, Saatchi LA-freelance, Los Angeles, CA, 2005 Sr. Art Director, RPA, Los Angeles, CA, 2005 Sr. Art Director, Team One, Los Angeles, CA, 2000-2005 Sr. Art Director, Goldberg Moser O’Neill, San Francisco, CA, 1999-2000 Art Director, Fallon, New York, NY, 1996-1998 Art Director, Ammirati Puris Lintas-freelance, New York, NY, 1996 Art Director, McCann Erickson-freelance, New York, NY, 1996 Art Director, J. Walter Thompson, New York, NY, 1994-1996 Brands: Lexus, Toyota, Mitsubishi, Acura, Miller Lite, Pepsi, FedEx, Kodak, Holiday Inn, Conseco, Cisco Systems, CVS Pharmacy, IBM, Infonet, DirecTV, USA Networks, Lubriderm, Clairol, United Airlines. • Creative lead for 60+ person, $150MM Mitsubishi account, providing strategic and creative direction to internal team as well as multiple Omnicom partner agencies for every Mitsubishi nameplate. - Created “M-Logic” campaign which drove dealer leads (+89%), web traffic (+29%), higher income buyer (+$15M) and increased overall new car sales (+17%) in a declining market during first six months of campaign - Re-launched $35MM Outlander brand, creating fully-integrated “Breakthrough” campaign; post-launch sales exceeded objective by 42%, consumer demand exceeded dealer inventory and overall sales increased 7% - Developed the “Epiphany Project,” an original, for-web consumer experience designed to showcase the performance aspects of the Mitsubishi Eclipse; initiative generated 42K site visits, 22K video views within one month and resulted in the production and distribution of testimonials to all U.S. Mitsubishi dealerships and automotive shows • Converted DirecTV client request from single retail TV spot to seven spot branding campaign, delivering a highly-efficient, multi-faceted assault on Cable TV. - Generated nearly $3.5MM in incremental production revenue through funds diverted from another agency - Awarded Regional Emmy Award for Best Commercial TV Campaign • Developed breakthrough, award- winning Lexus advertising via multiple campaigns which consistently changed consumer perceptions, proven in both qualitative and quantitative research. Campaigns include: - “Skid” showcased new multi-stage airbags; spot garnered two creative awards of excellence - “Wind God” was designed to position Lexus vehicles as both powerful and safe; received a creative award of excellence - “Warehouse”, a tie-in to the Steven Spielberg/Tom Cruise blockbuster “Minority Report”, was created to position the Lexus nameplate as a high tech car brand; research revealed its success and it became one of the most distinctive commercials in the Lexus spots lineup - “Rally” highlighted the competitive performance traits in the new Lexus IS and garnered two entries in the 39th Annual of the Best in British and International Design & Advertising in 2001 • Successfully pitched and won the Infonet account and created breakthrough trade advertising print campaign for it. The campaign was recognized and featured in Graphis Advertising Annual in 2004 EDUCATION Virginia Commonwealth University, Executive Management Training for CDs, August 2007 Portfolio Center, Atlanta, GA, 1992-1994 Ivy Tech Community College, Columbus, Indiana, 1988-1990 National Film Institute, Buenos Aires, Argentina, 1986-1988 - Selected as one of sixty students from hundreds to attend prestigious film making program Native Spanish speaker with both language and cultural fluency AWARDS/DESIGNATIONS EMMY Award, 2007, TV commercial campaign, DirecTV Graphis Advertising Annual, 2004, Infonet London International Advertising Awards, 2002 Finalist, Cinematography "Skid" Lexus London International Advertising Awards, 2002 Finalist, Special Effects "Skid" Lexus London International Advertising Awards, 2002 Finalist, Special Effects "Wind God" Lexus British Design & Art Direction, 2001, Cinematography, “Rally” Lexus British Design & Art Direction, 2001, Editing, “Rally” Lexus CLIO Award, 2001, Lexus.

TACA (Talk About Curing Autism), advocate, Los Angeles, CA, 2008. Developing big ideas that obliterate the boundaries of traditional media. Buenos Aires. Mauna Kea Beach Hotel.

Make your own hope. Hopetism.

Advertising Agencies, Advertising, Marketing, Production, Post Produc, Branding & Positioning, Creative Consultant, Film Director

“Your child has autism.” The words every new parent dreads. And yet, every twenty minutes a family is told this. More children will be diagnosed with autism this year than cancer, diabetes, Downs Syndrome and AIDS combined. Autism is stealing our children at an alarming rate, and other than favoring boys to girls at a nearly 5:1 ratio, it makes no difference whether you’re young, old, rich or poor. The moment in which parents hear the word “autism” in relation to their own child is the moment that, “poof” the innocence and sweetness with which they view their childhood is gone forever. Clouded by hopelessness, we decided to make our own hope and after 3.5 years of dietary intervention, early start therapies and advanced biomedical protocols, our daughter Milla no longer qualifies for an ASD diagnosis. Autism is not the sentence of misfortune that it used to be, and Milla’s success in overcoming it is a lighthouse for other children to follow and find their own answers and cure.

Energizing people.