PaulinaPadilla

Creative Director,Strategist, andPerformance Marketer.

I’m a Senior Creative Director with 12 years of experience, currently VP of Creative at New Engen, a high-growth, full-service agency. I lead the Creative Strategy team and oversee all of our creative execution teams: production, copy, editing, and more.

My work sits at the intersection of craft and performance. I care about creative that is beautiful enough to be remembered and sharp enough to move a number. Lately that means spearheading AI innovation across our workflows: custom tooling, AI content pipelines, and process shortcuts that give my teams more time for the work that matters.

I believe a good creative leader is a player-coach. I started my career as a motion designer and have since worked hands-on in creative strategy, editing, copywriting, and more, so I’m never afraid to get my hands dirty. Having been in the weeds myself is why I bring a holistic view to every team I’m part of and every team I lead.

Current Role: VP of Creative, New Engen
Experience: 12 years
Focus: Brand, growth, AI
Based In: San Francisco, CA

View Work

Branded Creative

The pretty stuff: brand films, launches, and campaigns that stay true to the brand and spark real growth.

Lyft x Kenshoo Customer Success Story

Kenshoo (now known as Skai)

End-to-end production, footage, editor, motion designer, colorist

Imagine Lens Launch

Snapchat via New Engen

Creative strategy, concepting, copy

Logitech Zero Touch Launch

Logitech via John McNeil Studio

Animation, motion graphics

Power Up With Mushrooms

MUD\WTR via New Engen

Concepting, creative strategy, design, motion graphics

Growth Creative

Paid social, performance video, and iterative creative built to scale. Work intended to convert.

Beetlejuice Collection

MeUndies via New Engen

Creative strategy, concepting, copy, location scouting

Custom Hair Care Skit

Prose via New Engen

Concepting, creative strategy

$1 Wings Promo

Checkers & Rally’s via New Engen

Concepting, creative strategy

NFL Collection

Hedley & Bennett via New Engen

Footage capture, concepting, creative strategy

Fuji Apple Launch

Spindrift via New Engen

Concepting, creative strategy, copy

Gamer Girlfriend

G FUEL via New Engen

Creative strategy, concepting

Case Studies

Results from my current job at New Engen / Donut Studios, where I was the creative strategist on each of these accounts. Open any study for the full story.

Generative AI

AI-assisted production, custom tooling, and pipelines that let small teams ship at scale.

AI Content Pipelines: End-to-end systems that take a brief through generation, review, and delivery with humans where it counts.
Custom Tooling and Processes: Purpose-built tools, workflows, and shortcuts for briefing, casting, copy, and QA, tuned to how the team actually works.
Internal Web Apps: Lightweight tools that remove the boring parts of production so creatives spend time on creative.
AI Video and Motion: Generative video, image, and motion used as a real production layer, not a novelty.

Tools I Work With

Nano Banana 2, Veo 3, Runway, Seedance, Kling, Higgsfield, Midjourney, ChatGPT Images, Hedra, and more.

Morning Person

Rise Science via New Engen

Created with Nano Banana 2 and Hedra

Burn

Lemme (spec ad)

Created with Nano Banana 2 and Veo 3

Philly Cheesesteak Bites

Checkers & Rally’s via New Engen

Created with Nano Banana 2

Burnout Story