Liz Castañeda
Creative Director · Dubai, United Arab Emirates
At just 26, Liz Castañeda became one of the youngest Creative Directors in the Philippines, launching her career at BBDO Guerrero in 2012 as an Art Director. With a foundation in digital and integrated marketing, she quickly gained recognition for her innovative work, earning a spot in the Adobo Creative Rankings every year since she began. In 2016, she was named Art Director of the Year at the Johnson & Johnson Brand Ripple Awards.
Liz’s creativity knows no bounds; she has contributed to some of the Philippines’ most celebrated campaigns, including Pantene’s “Labels Against Women,” which garnered a Bronze Cyber Lion and a Grand Prix Lotus, and Johnson’s Baby’s “Your Touch Is Enough, Mom,” a viral Mother’s Day film that won a Bronze at AdStars and a Silver at the Kidlat Awards. She also led the Department of Tourism’s “Photo Fails” campaign, securing a Bronze Lotus and a Gold at AdStars. Her work continues to shine at prestigious international festivals, including Cannes Lions, Spikes, and Dubai Lynx.
Now based in the UAE, Liz has over 12 years of experience and is currently with McCann Health Dubai, where she conceptualizes impactful campaigns for major pharmaceutical brands like AstraZeneca, Pfizer, Merck, Sanofi, and Eli Lilly. In 2024, she served as a Pharma Jury member for the New York Festivals, further solidifying her expertise in the industry.
Liz embodies persistence and hard work, always striving to create a positive impact both in her career and beyond. In her free time, she is an avid drummer and enjoys teaching tricks to her dog, cat and six parrots.
Grand Jury, New York Festivals 2024, Health Awards.
Experience
Associate Creative Director
McCann Health Dubai · 2022 to present
Leads campaigns for global healthcare brands like Pfizer, MSD and AstraZeneca. Specializing in health awareness and advocacy, crafting innovative, art-based ideas that inspire action and drive impactful storytelling.
Creative Director
Wunderman Thompson MNL · 2020 to 2022
Led campaigns for top brands like Globe, Manulife and Arla, delivering innovative strategies and impactful storytelling across platforms to achieve business goals.
Creative Director
BBDO Guerrero Philippines · 2017 to 2020
Led campaigns for global brands like FedEx, Pepsi and Johnson’s Baby, including the award-winning Philippine tourism campaign. Work earned international acclaim, delivering creative excellence and strategic impact.
Art Director to Associate Creative Director
BBDO Guerrero Philippines · 2013 to 2017
Co-led campaigns for brands like Pantene, Snickers and Pepsi in the Asia Pacific region, focusing on culturally relevant, engaging ideas with strategic creativity and high-quality execution.
Art Director
DDB Philippines · 2012
Worked with a copywriter to create visually impactful campaigns for Globe Telecom, combining creativity and strategy for memorable, award-winning results.
Education
University of Santo Tomas
College of Fine Arts and Design · 2008 to 2012
Majored in Advertising Arts and graduated Magna Cum Laude. Awarded the Rector’s Award for Highest Academic Excellence, recognized for Best Thesis, and a Quezon City Government Scholar.
Brands
Smart · Johnson’s · Department of Tourism · Snickers · Pantene · Pancake House · Ceelin · Rexona · Sunsilk · Pepsi · FedEx · Doublemint
Awards and rankings
2024
- Dubai Lynx — Solgar Human Recharge StationShortlist, Brand-led Education & Awareness
- New York Festivals — Grand JuryPharma, Health and Wellness
2023
- Campaign Brief Asia Creative Ranking — The Philippines’ Most Awarded CreativesRank #20
2021
- Campaign Brief Asia Creative Ranking — The Philippines’ Hottest CreativesRank #29
2020
- Campaign Brief Asia Creative Ranking — The Philippines’ Hottest CreativesRank #25
2019
- Adobo Creative Rankings — IndividualTop Young Creative #5 · Top Creative Director #19 · Top Art Director #13
- Cannes Lions — Snickers Wrong World FinalsFinalist, Digital Craft: Digital Illustration & Image Design · Finalist, Digital Craft: Overall Aesthetic Design
- AdStars — Snickers Wrong World FinalsSilver, Design: Posters · Silver, Interactive: Use of Online Ad
- Adobo Design Awards — Snickers Wrong World FinalsGold, Illustration: Applied Illustration · Bronze, Integrated Design
- Kidlat — Snickers Wrong World FinalsGold, Best Art Direction (Design/Outdoor/Print Craft) · Silver, Digital Craft: Best Art Direction/Design · Silver, Creativity in Social Media: Social Post · Finalist, Creative Effectiveness
- AdFest Lotus — Snickers Wrong World FinalsSilver, Interactive: Use of Social · Bronze, Design: Digital and Interactive · Finalist, Design: Illustration
2018
- Cannes Lions — Johnson’s PlaystreetShortlist, Design Lions
- Spikes Asia — Johnson’s PlaystreetShortlist, Digital Craft
- AdStars — Johnson’s PlaystreetShortlist, Design
- Spikes Asia — Snickers Wrong World FinalsBronze, Digital Craft · Shortlist, Digital
- Epica Awards — Snickers Wrong World FinalsShortlist, World Cup Advertising
- Spikes Asia — Messy BessyShortlist, Outdoor (“Field”) · Shortlist, Outdoor (“Forest”)
- Ripple Awards — Johnson & JohnsonBest Local Activation · Best Use of Emerging Media · Best Creative for Community Development
2017
- Kidlat Awards — Johnson’s #SapatAngHaplosSilver, Film
2016
- AdFest Lotus — Department of TourismGold, Place Brand · Bronze, Interactive Lotus
- AdStars — Johnson’s #SapatAngHaplosBronze, Film
- Araw Awards — Johnson’s #SapatAngHaplosSilver, Advocacy Communications
- Kidlat Awards — Johnson’s Sharing is GoodBronze, Film · Best Animation · Shortlist, Cosmetics
- Adobo Design — Johnson’s Sharing is GoodFinalist, Animated Video
- Tambuli — Johnson’s Sharing is GoodBronze, Branded Content
2015
- AdFest Lotus — Pantene Labels Against WomenGrand Prix, Creative Effectiveness
- Kidlat Awards — Department of Tourism Photo FailsGrand Kidlat Awardee · Gold Kidlat, Travel & Tourism · Bronze, Film
- Kidlat Awards — Johnson’s Shadow PlaygroundSilver, Cosmetics, Personal Care and Beauty Products
2014
- Cannes Lions — Pantene Labels Against WomenBronze, Cyber Lion · Shortlist, Cyber Lion
- AdFest Lotus — Pantene Labels Against WomenBronze, Best of Health & Personal Care
- Boomerang Awards — Pantene Labels Against WomenBlack, Best in Strategic Excellence · Gold, Effectivity in Awareness · Silver, Personal Care
- Spikes — Johnson’s Tacloban PlaygroundFinalist, Outdoor Ambient
- Araw Values Awards — Johnson’s Tacloban PlaygroundSilver, Digital Advocacy Communications · Silver, Direct Activation Advocacy · Bronze, Multimedia Advocacy Communications
- Araw Values Awards — Johnson’s Shadow PlaygroundSilver, Digital Advocacy Communications · Silver, Direct Advocacy Communications
2013
- Kidlat Awards — Pantene Labels Against WomenGold, Film and Internet Mobile Campaign · Silver, Film TV Cinema Single · Bronze, Integrated Campaign · Bronze, Digital and Mobile Sharable Content