A richly luxurious (whimsical) experience.
Freelance creative developing campaigns, content, and experiential ideas
WHAT I DO
Creative Concepts & Campaigns
Big ideas, platforms, stunts, and hooks.
Content & Branded Storytelling
Formats, series, and narrative concepts.
Experiential & Activations
Pop-ups, installations, IRL ideas.
BRANDS I’VE WORKED WITH
Across influencer partnerships, content, events, and creative collaborations.
Featured Brands
Givenchy Beauty · Byredo · Puma · PlayStation · Financial Times · Starbucks · Net-A-Porter · ASOS · Revolve · BetterHelp · PizzaExpress · Shein
Additional Brands
Isntree Skincare · AllSaints · Lounge Underwear · Florasis Cosmetics · Percival Menswear · Gooseberry Intimates · Maven Beauty · Mains · Olens · Mcobeauty · YesStyle · Hello Molly · Caudalie · Code 8 · VivaMacity · Boohoo · Ideals of Sweden · Glamira Lashes · Ana Luisa · Merzy Cosmetics · PrettyLittleThing · Lumina Fashion · Fashionova · Tiger Mist · Clio Cosmetics · Loqi · Yoox · Laneige Skincare · Freshhoods · Babegem · Oh Polly · Showpo · Windsor · VRG GRL · Missy Empire · Bo+Tee · Casetify · AYBL · NA-KD · Runaway Fashion · LookFantastic · CHNGE · Culture Kings · Lulus
SAMPLE PROJECTS
Concept led examples showing how I approach creative problems.
POKEMON - PIKACHU OOH TEASER
The Problem
Pokémon launches and announcements generate huge attention, but traditional OOH often overexplains and loses the magic of discovery that fans love.
The Idea
Use Pikachu’s instantly recognisable ears as the only visual cue, subtly emerging from real-world environments near iconic landmarks and public spaces. No copy, no logo, just the ears, allowing fans to spot, photograph, and share the moment organically.
Why This Works
Pikachu’s silhouette is globally recognisable, meaning minimal visual information still delivers maximum impact. The restraint creates intrigue, encourages social sharing, and turns the audience into participants rather than passive viewers.
TINDER - PHOTO CLINIC
The Problem
Many users, particularly men, don’t know what profile photos work and feel self conscious about asking for feedback.
The Idea
A temporary Tinder “Photo Clinic” that lets users upload photos and receive yes/no feedback from an actual person with simple improvement tips, accessible only via Tinder login.
Why This Works
It solves a real user anxiety, encourages re-engagement, and positions Tinder as a supportive partner rather than a judgmental platform.
SKIMS - BODY SILHOUETTE POP-UP
The Problem
Fashion and shapewear marketing often claims inclusivity, but visual representation still tends to feel curated, polished, and distant from real bodies.
The Idea
Create a pop-up experience using stretch fabric walls where visitors press their bodies, faces, or hands into the material to create abstract silhouettes. Guests can photograph or film their own silhouettes, producing unique, sculptural imagery that celebrates individuality without revealing or comparing bodies directly.
Why This Works
The abstraction removes judgment while still centering the body, aligning naturally with SKIMS’ message of comfort and self-acceptance. It creates a highly shareable moment, encourages participation, and produces organic content without relying on traditional beauty standards.
VOXPOD - VOICE NOTE INTERVIEWS
The Problem
Press interviews and promotional content often feel overly produced and disconnected from how people actually communicate, creating friction for guests and flattening personality.
The Idea
VoxPod is an interview format built around voice notes, designed for platforms people already use daily. Questions are sent as text, and guests respond with voice notes recorded wherever they are, with no editing or cleanup. Interviews are delivered directly to audiences via WhatsApp channels and Instagram Broadcast Channels as real voice messages, with selected moments shared as short-form video on TikTok and Instagram, supported by on-screen text for accessibility.
Why This Works
Voice notes feel intimate, spontaneous, and human, capturing people as they are rather than as performers. Using WhatsApp and Instagram Broadcast Channels makes the experience feel personal and direct, while lowering the barrier for both guests and audiences. The format is platform-native, scalable, and culturally familiar, allowing VoxPod to live naturally within existing communication habits rather than competing with traditional media formats.
ABOUT
I’m Rocco Lacalamita, a freelance creative working across campaigns, content, and IRL experiences.
My background spans social media strategy, influencer partnerships, and branded content across a range of industries, shaping a strong understanding of how ideas perform in real-world conditions, not just online. I’m drawn to concept-led work that balances creativity with clarity, and intuition with structure.
Alongside digital-first projects, I’ve gained exposure to out-of-home and public-facing creative through collaborations with some of the biggest creative street advertising companies, influencing how I think about scale, placement, and how ideas live in physical space. In recent months, I’ve also developed hands-on experience in set design, exploring how simple physical builds and spatial details can support storytelling and bring concepts to life.
I now work independently, focusing on developing thoughtful, culturally aware ideas that translate seamlessly across digital platforms and into the real world.