Atlanta, GA / Creative Director + Brand Architect

CREATIVE
CULTURALIST.

Yirayah Garcia

“

Authenticity is my strategy.
Connection is my measure.
Culture is my compass.

Hey, here’s an idea… ↓

The work / Selected case studies

Culture first.
Connection always.

01 / The Home Depot

Creative Director + Copywriter

The Home Depot — Retool Your School campaign

Retool Your School

The challenge

HBCUs are cultural cornerstones—but many campuses face chronic underfunding and outdated facilities.

The big idea

Turn school pride into power. Invite HBCUs to compete for campus improvement grants and inspire a national movement.

The execution

Alumni-driven voting, community storytelling and documentary-style films showing campus transformation.

$10M+ in renovation grants

210M+ votes cast via social media

Program and campaign figures reported in the portfolio; not current totals.

The Home Depot campaign photography and artwork

The Home Depot campaign photography and artwork

Program storyYouTube ↗

Campus transformationYouTube ↗

#RYSHBCUSTRONGYouTube ↗

02 / Coca-Cola / Essence Festival 2022

Creative Director + Copywriter + Ideation

Coca-Cola / Essence Festival 2022 — Joyland campaign

Joyland

The challenge

Black women move the culture—but rarely get spaces that celebrate all of their Black Girl Magic.

The big idea

Create a sanctuary of sisterhood where Black women could self-express, celebrate, feel seen, and sip joy together.

The execution

Coca-Cola immersive zone. Sprite nightlife takeovers. SmartWater wellness walk and yoga. Custom walls and content stations.

Coca-Cola / Essence Festival 2022 campaign photography and artwork

Coca-Cola / Essence Festival 2022 campaign photography and artwork

Experience JoylandYouTube ↗

03 / Heisman Trophy Trust

Creative Director + Copywriter + Ideation

Heisman Trophy Trust — More Than a Trophy campaign

More Than a Trophy

The challenge

The trophy was iconic. The Trust behind it—its scholarships, charitable giving and year-round commitment to community leaders—was largely unknown.

The big idea

Shine a spotlight on the people behind the plays. Young leaders, not just athletes.

The execution

A social campaign reframing the Trust around its humanitarian mission and the people it supports.

56M+ impressions

288% increase in impressions

33,763 new followers

Program and campaign figures reported in the portfolio; not current totals.

Heisman Trophy Trust campaign photography and artwork

Watch the filmYouTube ↗

04 / U.S. Marine Corps

Creative Director + Copywriter

U.S. Marine Corps — Fighting Spirit campaign

Fighting Spirit

The challenge

Make the Marine Corps feel more human and more diverse—especially in the officer ranks.

The big idea

Marines aren’t just born. They’re built. Reveal fighting spirit as something deeply personal through raw, emotional stories from real Marines.

The execution

Documentary-style hero films starring diverse, active-duty Marines.

Watch Fighting SpiritYouTube ↗

A few more pieces to the puzzle

Scope · Scope ZoneYouTube ↗

Kellogg’s · A Seed GrowsYouTube ↗

Rocket Mortgage · SisterhoodYouTube ↗

Yirayah Garcia with Live, Love, Laugh Hard artwork

The person behind the work

Who does this guy
think he is?

Easy now—I may be new to you, but I’ve been turning brand visions into marketing gold for over two decades.

Every brand has a unique fingerprint hiding beneath layers of corporate jargon and focus group feedback. I dig through the noise to find that authentic voice, then amplify it until it’s impossible to ignore.

But a bold brand voice needs the right audience. That’s where storytelling meets targeting—crafted to not just land, but truly connect with the people who matter most.

Creative journey

Experience.
With perspective.

View résumé ↗

2019–2024

Executive Creative Director

UniWorld Group

Led 15+ creatives across multiple locations and multicultural work for Rocket Mortgage, P&G, Coca-Cola and The Home Depot.

2017–2019

Creative Director / Copy

J. Walter Thompson / UWG

Led USMC multicultural storytelling across social, digital and experiential programs.

2010–2015

Associate Creative Director / Copy

UniWorld Group

Helped win The Home Depot as agency AOR and led integrated work for The Home Depot and USMC.

2000–2008

Senior Copywriter

Matlock Advertising

Created 360° campaigns for Publix, BMW and AT&T.

Yirayah Garcia / Atlanta, GA

Let’s
connect.

yirayahweb@gmail.com ↗404-502-9288 LinkedIn ↗