Modernizing how a Fortune 100 institution communicates complex risk, retirement guidance, and financial decisions across direct-to-consumer and partner platforms.

The Executive Snapshot

Enterprise UX & Content Governance: Established unified UX best practice standards alongside comprehensive UX Writing Guidelines across Prudential’s digital ecosystem.

Conversational Logic & Guidance: Architected guided decision flows for LINK by Prudential, translating multi-variable retirement and savings algorithms into clear, confident user choices.

Dual-Enterprise Partnership: Led experience and content alignment for the co-branded Amazon Business Prime × Prudential platform under strict compliance and regulatory guardrails.

Cross-Functional Leadership: Awarded the enterprise You Rock Award for operational bridge-building across Product, Design, Legal, and Compliance.

Core Impact Areas

LINK by Prudential: Conversational goal-definition and structured guidance for long-term planning.

Retirement & College Tools: Multi-variable decision calculators optimized via rigorous A/B testing.

Foundational Governance: Scalable UX best practices and writing standards embedded into product workflows.

Head of In-House Creative Studio
UX/CX, Brand & Multichannel Campaigns | Latin America

Recruited to found and lead Sony’s in-house creative studio, owning brand strategy + UX/CX-driven and informed creative direction across 18 countries and 3 languages (English, Spanish, Portuguese) for Crackle, AXN, and Canal Sony.

Led year-round promotional and product-adjacent programs across streaming, broadcast, web, mobile, email/CRM, social, and print, building a scalable system for consistent, localized customer experiences across diverse markets.

Scope & Impact

Built and operationalized a regional studio: hiring, workflows, standards, and a high-velocity production pipeline

Directed cross-platform campaign ecosystems across TV/digital/mobile/web/social/email, including landing pages, banners, sizzle reels, trailers, bumpers/indents/interstitials, teasers, and brand ID systems

Led brand identity systems + motion design and partnered on UX/UI rebrands to align on-platform experiences with campaign promises

Ensured creative consistency across multilingual markets while adapting messaging and CX for cultural nuance

Partnered with network leadership to align brand evolution with audience growth and programming strategy

Impact: tripled views, doubled subscriptions, and scaled production to 30+ trailers/month

Key highlights: launched Kalixta (first SVOD dedicated to women) and led the Crackle rebrand across 18 countries, including the U.S.

Use Case 1: The Fantastic Looking Glass (for The Legend of Belrose)

Much like the Wizarding World expands beyond the page, The Fantastic Looking Glass is the AI-architected creative universe extending my original novel, The Legend of Belrose. Fable mined the 400-page manuscript into scene-level bibles and story-world rules across three dedicated Claude Projects; a ChatGPT project handled visual development and image generation alongside a custom publishing-industry expert agent; Seedance 2.5 directed all of it into motion, characters, creatures, Paris in 1889, entire environments, producing 51+ assets and 6+ months worth of content in about a week. Designed as an immersive narrative gateway ahead of publication, the project validated genuine market pull by capturing 350+ organic followers across social channels in under three weeks with zero initial network distribution.

Use case 2: Girl Scouts

The same production workflow from The Fantastic Looking Glass applied to the Girl Scouts pro bono project: using ChatGPT images to extend an existing invitation into a defined visual world, Claude to organize the creative approach, and Seedance 2.5 to produce the promotional video, applied to a real pro bono fundraiser for Girl Scouts of Puerto Rico to rebuild Camp Elisa Colberg. Proof that the pipeline works beyond its original creative use.

MGS COMM
Agency Creative Director
CX/UX + Brand + Digital Strategy

Creative executive leading agency-wide digital, brand, and UX strategy across national and Fortune 200 accounts.

Led the end-to-end agency rebrand, modernizing positioning, visual identity, and narrative, then drove growth by leading the agency’s highest-impact integrated campaigns and user-centered digital experiences (web, mobile, apps, UX/UI content).

Oversaw multidisciplinary teams across design, content, UX, and production, while winning new business through competitive pitches and RFPs.

Highlights

Directed creative vision across all engagements, aligning brand strategy with user-centered digital execution

Led company-wide rebrand, updating positioning, messaging architecture, identity system, and go-to-market materials

Conceived and delivered integrated campaigns across digital, mobile, and traditional channels, ensuring cohesive end-to-end customer journeys

Led creative for Florida Power & Light, Toyota, Citibank, ITT Tech, NYC Department of Health, BB&T, Publix, NextEra, and Claritin

Wrote and won competitive RFPs securing major accounts, including FPL and NextEra (Fortune 200)

Built and mentored cross-functional teams across UX, content, design, and digital delivery, raising quality and consistency at scale

SONY ONLINE ENTERTAINMENT

UX/CX + Brand Strategy

Kalixta SVOD (LATAM/US)
UX Strategist, Creative Director, Writer-Producer

Led the end-to-end UX/CX, brand, and content strategy for Sony Online’s Kalixta SVOD launch across 18 countries and three languages (English, Spanish, Portuguese), from idea conception through launch.

Set the brand vision and positioning, drove naming, and established the product’s identity, voice, and messaging system, shaping the customer journey across key touchpoints (on-platform experience, marketing, and communications).

Kalixta became the first international SVOD streaming service dedicated to women, available across 17 Latin American countries and briefly in the U.S. Its success proved the scale and loyalty of the women’s audience, and directly led Sony to hire me as their in-house UX/CX Studio Head for six years.

Crackle International Growth + Rebrand (“Hollywood for All”)
+ Platform Repositioning

At the time, Crackle was significantly more successful internationally than in the U.S., a widely recognized free streaming service with top-shelf films, used far more across global markets.

Following Kalixta’s traction, Sony expanded the strategy internationally: we rebranded Crackle LATAM (previously positioned and advertised as testosterone-driven and male-targeted) to intentionally include women, applying Kalixta’s audience insights and experience principles. This work culminated in repositioning the platform as “Hollywood for All,” evolving Crackle’s identity and CX to serve a broader audience, work also reflected in this portfolio.

Presentation Overview:

This presentation is a strategic case study of Kraftwerk, a high-performance operating model designed and directed by Tony Mendez.

It details how a zero-budget initiative successfully scaled organizational capability, culture, and ROI within a global design organization of over 160 practitioners.

Designing for Velocity

Overview
This presentation provides a strategic blueprint for transforming a fragmented, legacy-speed 120-person design organization into a unified, AI-ready powerhouse in under 12 months.

Architected and directed by Tony Mendez, the case study argues that true organizational velocity requires a systemic operating system, rather than a standard product roadmap.

Overview
This presentation is a case study in systems architecture, detailing the systematic translation of high-level UX principles into a unified 'Way of Working' for an organization of 160+ practitioners.

The deck outlines the transition from "Organizational Drift," characterized by fragmented deliverables and "scavenger hunt," files, to a modern, shared baseline of enterprise-quality execution.

Conceptualized and launched three native modeling calendar apps for Q Models — Men's, Women's, and Couples — featuring the agency's top talent. Owned the full product lifecycle from ideation, UX/customer journey design, and scripting, to Apple Developer Platform deployment, coordinating engineering support to bring the vision to life.

Included: Photoshoot Production, Creative Direction, Styling, Casting

Factor 7 Omnimedia for GBS International

Creative Director, Writer-Producer

Motion Graphics-driven employee onboarding video (highlights).

Creative Direction, Copywriting, Production

Creative Director & Concept Design

Creative Director, Writer-Producer, Senior Editor
Sony Online Entertainment & Sony Pictures Television

Creative Strategy & Copy

Creative Direction, Copy and Conceptual Design

Sony Pictures Television Networks

Creative Direction, Copy, Editing, Motion Graphics

How I met your Mother -  Main Promo

Creative Director, Senior Copywriter, and Concept Design.
MGS COMM

 Subway posters and magazine ads.

BUDWEISER

Brand Voice, Creative Strategy & Copy

Creative Strategy & Copywriting

TOYOTA

Creative Direction. Print, Motion Graphics, and TV.

Account Creative Director
Florida Power & Light

Print, TV, Radio, OOH, Digital, Web, Mobile, and Branded Collateral.

Producer and Creative Director of Grammy nominated Music Video for Sony and Paradiso Films

Written, directed and produced award winning film.

NYC Health

Creative direction, brand strategy, and copy

Creative Direction, Brand Voice and Content Strategy

Website & Mobile Apps (UX/UI), Brand ID, Product Content Writing, Content Strategy, Videos, Brochures, Business Collateral, Direct e-mail, Print and Digital ads, Experiential, 100+ page Member's Vacation Guide and Atlas.

GBS International & AMResorts

Creative Direction, UX/UI Writing, Brand Strategy

Brand Guidelines, Websites (3) & Mobile Apps (UX/UI), Product Content Writing, Videos, Brochures, Direct e-mail, Digital, Print, and Experiential.

Copywriting & Creative Strategy