I’m Camila Toro.
Originally from Bogotá, Colombia and now based in London, UK.

I’m curious and thoughtful about authentic human stories. My obsession with people and getting to the bottom of their motivations helps me to see the world through their eyes, and empathically influence their behaviour.

By asking more questions than seeking answers, I can easily assimilate large amounts of information and identify gaps. Self-disciplined, committed, and, on a relentless quest for knowledge and improvement, I’m a safe pair of hands to turn plans into reality.

As a Strategist, I’ve been involved in the development of evidently’s eMPI - a proprietary consumer behavioural tool and in the creative strategy for various clients, Sanofi Genzyme, FrieslandCampina, Whirlpool, and Predict Parkinson’s Disease UK.

Currently, you’ll find me at VCCP London working as part of the Strategy department working with the VMO2, easyJet and Compare The Market teams.

How I see the world.

Instagram @cami_latoro

Experience

evidently - London, UK

April 2017 - October 2018

• Co-lead strategy for all agency projects including:

  • Dissected the client’s Millennial audience to reveal ‘inexplicable’ behaviours: Instagramming food for digital validation. With the insights we created Oops!, a new yoghurt brand for FrieslandCampina. Developed central brand launch digital strategy.

  • Launch digital strategy for the European Sanofi Genzyme Multiple-Sclerosis ‘Demand More’ campaign in +7 countries. Changed the target focus from MS patients to aim for an unconventional and never-before targeted audience we called ‘Fearless Interferer’.

  • Naming workshop to uncover market challenges for new Project X from Whirlpool by understanding the audience’s laundry unmet needs.

• Development and implementation of eMPI™- a proprietary consumer segmentation tool  to go beyond conventional demographics by understanding consumers underlying unmet needs and hidden motivations.

• Content plan and execution for Evidently social media channels.

MeLlamoSabryna - Bogotá, Colombia

January 2016 - present

• Created branding communication strategies and Spanish copywriting for various local and global brands like Team Food Services.

Producción Aparte - Bogotá, Colombia

January - December 2015

• Department leader in charge of content strategy from planning to execution.

  • Digital content strategy based on fashion history knowledge for the Colombian writer and celebrity Pilar Castaño:

  • Results(yearly): 50k+ visits with steady +54% new visits throughout the year

  • Successfully landed 5 sponsorship deals with key local sponsors

• Lead various client strategies highlighting:

  • Launch digital content ecosystem for Little Sun by Olafur Eliasson’s

  • New audience engagement for Totto (local giant retailer) via YouTube films (+100k views in new segment)

Analiticom - Bogotá, Colombia

January - December 2014

• Lead role in the planning, production and execution of content for E! Entertainment Television Spanish series of ‘The Soup’.

• Responsible for the successful launch of the Little Sun by Olafur Eliasson in Colombia. Content creation to for brand awareness and engagement through influencer PR strategy.

E! Entertainment TV - Bogotá, Colombia

January - December 2013

• Rapidly understood the challenges of producing ‘Zona Trendy Bogotá’ and was promoted from Production Assistant to Production & Post-Production Manager.

• Effectively organized production requirements including identification of trendy locations, scheduling celebrity interviews and overall capturing the glamorous side of Bogotá.

• Directed post-production with the Latin American audience in mind to assure significant engagement.

Paola España Press & Entertainment - Bogotá, Colombia

June - September 2013

• Strategy for new song releases for artists, writing press releases and organizing press conferences with various industry media journalists.

RCN Radio - Bogotá, Colombia

December 2011 - June 2012

• Created and produced the live short riddle section called ‘The Voice’ which engaged the audience by asking them to phone and guess the answer to the riddle.

• Supported the production team with proposed interviews for the daily positive news around the world.

VivaLaCalavera
How can skulls celebrate life?

Death: an intangible reality that every living organism will face at the end of life. Mainly thought of as the end, as a taboo no one want to talk about. But why? It might just be that death is a form of transformation. The death of a close relative lead me to more questions than answers when it came to the understanding of life’s final transformation.
VivaLaCalavera started back in 2012 as a pursuit of understanding what underlines human uncertainty in regard to the unknown. But rather than explaining where we go after life, or understanding why it happens when it happens, I wanted to create something that could positively influence human behaviour by encouraging us to think in the present tense. To be here. Be now.

Skull-ptures

Each of the VivaLaCalavera skull-ptures is a unique, hand-made piece. The conscious use of sparkly and vibrant colours, textures and objects to decorate the skulls create a balance between life and death. With over 300 pieces sold around the world, VivaLaCalavera appeals to people who want to make an statement about a taboo topic.

Inspiration

After a close experience with death, I have been finding more questions than answers to fulfil my curiosity in a subject that, more often than not, comes across as taboo.

Partly inspired by the Mexican celebration of the Day of the Dead, VivaLaCalavera speaks to all of the skull-lovers who understand that death is not the end but a stage of transformation.

We Like Everything With Skulls

VivaLaCalavera´s following has proved that skull-lovers are everywhere. "Skulls have to be in everything!" they will say, while they browse our portfolio, searching for which colour and design perfectly suits their unique personality.

Collaborations & Press Coverage

How VivaLaCalavera see’s the world

Instagram: @vivalacalavera

VivaLaCalavera has been a great experience of growth and learnings. There is an update, thanks to IsolaTED Talks for having me.

Why My Skull is Dead…

‘Adelante, Siga Usted’
How can short stories trigger imagination?

‘Adelante, Siga Usted’ is an invitation to come in, to feel at home, and let your imagination loose. Each postcard contains a short story, which can be thought of as 'a still within a story', that you as a reader are invited to elaborate.

From Blog to Book

Updating a blog daily for 500 consecutive days began as a challenge to prove a combination of creativity and discipline.
The next iteration of this content was to turn it into something more tangible, and to take it out of the digital world.
Postcards were the perfect medium; they would allow each of the stories to live on their own but also to belong to a bigger creative universe. All of the creative direction, edition and printing was done with the idea of having a designer book, which would be ideal to keep in the centre table of a living room or office space.

A Postcard Universe

The post-card concept reflects the fact that each story can live on it’s own but at the same time can belong to this world of imagination called 'Adelante, Siga Usted'.

Colours for Imagination

Love goes from pink to burgundy, time is always yellow and any dream-related story is blue. There is a secret colour code to the postcards that allows the reader to knit together a more detailed story when the postcards are considered together, or in a sequence.

Press Coverage

More Strategic & Creative Experience

Co-writing Song Lyrics

Fonseca, Colombian Grammy-award winning artist, invited me to collaborate on the lyrics for the song ‘Quererse Cuando Nadie Habla de Amor’ (Loving in Times When No One Talks About Love).

The song tells the story about the importance of loving after a long relationship when there is nothing left.

Sculpture for Charity

The Colombian charity Fundación Corazón Verde helps the families of local policeman who have been victims of urban violence. Every year, the charity commissions 50 artists to work on a piece that gets auctioned to benefit the families.
‘Movi-viento’ is the flow and movement of the wind, and being on a dove communicates the idea of movement, flow and peace.

Copywriting for Jewelry

Colombian jewelry designer Mercedes Salazar commissioned a set of authentic texts to match the somos 2 collection. Pairs of bracelets which are intended to share with someone as a compromise of love, friendship or loyalty.