See what isn't obvious. Create what doesn't exist.

Lara believes the strongest creative work comes from originality, curiosity, imagination, and the courage to move beyond what already exists. She is driven by the exploration of ideas, using creative strategy, storytelling, and design to reveal new possibilities and shape them into meaningful creative direction. She defines direction within ambiguity, bringing clarity, confidence, and alignment so ideas can evolve without losing depth or intent. She sets a clear creative vision and creates the conditions for exceptional thinking, actively shaping the ideas, narratives, and creative direction that move the work and the teams behind it forward.

She sees human imagination and emerging technologies as a single creative system that expands what creativity can do and how far it can reach. When used thoughtfully, they extend thinking, open new possibilities, and shape work that resonates in culture while driving business forward.

Ideas are developed with intention, discipline, and a clear point of view from concept through execution. Curiosity opens possibilities; discernment shapes what is worth making. The work is expected to be original, resonant, and made to hold its relevance.

Currently Creative Director of North America at WPP Production, shaping work across global brands through creative direction, design, storytelling, and technology.