CommandAlpha_

Services include:

• Creative Leadership
• Conceptual Development
• Generative AI assisted Marketing Solutions
• Digital/Analogue Design Solutions
• UX/UI Design
• Branding/Brand Strategy
• New Business Development

Founder, Executive Creative Director

Cannes Lions International Festival of Creativity

Jury, Digital - Canadian Young Lions Competition

Luma AI

I've been selected to join Luma Labs AI as a member of their creative partner's program and support their Generative AI creative tools roadmap.

Creative Partner

VMLY&R

While at ECD on the Ford Canada business, I served as the most senior creative in Canada. I was responsible for being the agency's creative voice and representing the agency's creative to Canadian clients in Vancouver, Toronto, and Montreal. My role involved overseeing all regions within Canada and collaborating closely with the North American and Global senior creative leadership counterparts to align initiatives within the North American market.

I led integrated digital campaigns for Ford Canada and consistently brought fresh ideas to the team and client by constantly pushing for innovative thinking. This included media executions, social media partnerships, and engagement on platforms such as TikTok, Snap, and Meta. Additionally, I delivered technology innovation through AR/VR, and Generative AI.

Vice President, Executive Creative Director

conversationHEALTH

I provided creative and strategic leadership in digital product design (UI/UX), design thinking, and innovation to deliver AI/ML-driven voice assistants to the healthcare and pharmaceutical industries. I transformed a Conversational AI/SaaS startup, leading it through a pivotal growth phase to a successful acquisition.

I integrated creative strategy with medical expertise and conversational AI UX, showcasing versatility in brand transformation and digital innovation. I increased user engagement by 50% and contributed to a successful acquisition valued at $50M.

Chief Experience Officer

Deloitte

I provided creative and strategic leadership to a startup team and delivered innovative solutions to support the firm's ongoing sales efforts.

During a 12-month contract with Deloitte, specifically with the Office of Sales and Marketing Leadership, I successfully helped drive an increase of over $700 million in sales and revenue across fintech, transportation, healthcare, logistics, and government contracts at the federal and provincial levels.

VP, Creative Strategy

The T1 Agency

I delivered multi-channel, multi-media experiential solutions for multi-national brands.
These brands included VISA (TIFF), Nissan Canada, Mattel, OLG, AirMiles, Cineplex, SickKids, Public Mobile, Dairy Farmers of Canada, Heart & Stroke Foundation, and SponsorshipX.

Vice President, Creative

The Marketing Store, North America

During my time at TMS, I was in charge of leading the creative direction and implementation of large-scale marketing campaigns, with a focus on Nissan/Infiniti, one of the company's major clients in North America.

My main area of focus was the merging of creativity and technology, utilizing PRM to provide personalized messaging solutions and engaging experiences to millions of Nissan and Infiniti owners throughout North America.

In this leadership position, I worked closely with the engineering, strategy, analytics, and executive teams, offering creative solutions. I managed a highly skilled team of professionals in North America, including those in design, art direction, UI/UX, motion graphics, and copywriting, ultimately achieving highly successful results.

Citizen Relations International

As chief creative officer for Citizen Relations, the PR and Social Media division of COSSETTE, my responsibilities span seven offices (from New York to Los Angeles and from Vancouver to Montreal) and included strategy, multi-disciplinary creative solutions, and new business development.

One of the highlights of my tenure at Citizen was growing the social media channel for P&G brands in the USA. Amongst the most successful brands was Duracell: achieving record growth in the social channel of over 350% in less than nine months. Where "social" meant the intersection of PR, experiential events, film, digital strategy, content development - and various social networks...

Other brands included: Procter & Gamble (Duracell, Old Spice, Dreft, Pampers), CapitalOne, Futureshop, HydroOne, KAO, Metro, and Travelocity.

Chief Creative Officer, (CITIZEN RELATIONS a division of Cossette)

elvis | creative agency | b corp

I was directly involved in opening this agency in Canada along with the Managing Partner.

I handled the strategy and concept development for all clients and was heavily involved in new business development, culture, and overall business growth. Additionally, I was responsible for ensuring the quality of the creative product.

Our main clients included IntelMedia (now Verizon's OnCue set-top box), Coca-Cola Canada (AOR Social: Coke Zero, Diet Coke, Powerade, NOS, and Zico brands), Telus Mobility, British Columbia Lottery Corporation, and BC Honda Dealers Association.

Chief Creative Officer (ELVIS a division of Cossette)

With over 20 years of experience at the intersection of creativity and technology, I specialize in leveraging Generative AI to transform how brands and agencies create, connect, and innovate. As the founder and ECD/AI Director at CommandAlpha_, I deliver AI-powered content strategies and leading-edge applied marketing solutions, cinematic narratives, automations, workflow optimizations and other solutions that redefine industry standards and a brand’s bottom line.

My executive creative leadership career includes startups, global agencies, and consultancies (Ogilvy, VML, Cossette, McCann, Deloitte + others) working with some of the world’s most recognizable brands, including Coca-Cola, Microsoft, Ford, McDonald’s and P&G. Over the past three years, I’ve focused on generative AI and emerging technologies, harnessing their potential to develop innovative, scalable solutions that drive business impact and creative excellence.

In 2024, MIT awarded me with certification in Applied Generative AI for Digital Transformation, further affirming my expertise and leadership in generative AI.

Carlos Garavito 🇨🇦 🇨🇴 (CommandAlpha_)

Caryl D'Souza, BDes

Lead Principal UX Designer - Consultant

Creative Passion

Act as a creative and strategic consultant for agencies as well as national and global brands, specializing in finance, automotive and luxury hotels. Actively collaborate with various size teams with diverse discipline sets both on-site and remotely. Facilitate and engage in conversations and collaborations with business partners, management, stakeholders as well as the defined team in order to develop a strategy and design that not only build on the client’s request, but aim to always reach a step further by keeping lifecycle, longevity and growth in mind.

Read all the positive recommendations my colleagues, managers, stakeholders and directors have had to say about me below!

Principal UX Product Manager / Designer & Strategist

Scotiabank

Joined the Wealth team working on simplifying user flows in a complex environment across responsive and mobile platforms. Actively collaborated with business, product and technology stakeholders to identify challenges and work towards future-proof solutions in an agile environment. Within the design system, the Wealth team has a branch of their own and designs often included working tightly with the greater design system team to use and, if needed, adapt and contribute back into the design system.

Product Design Manager - Trading, Investing & Advice

Canada Life

After merging various subsidiaries, Canada Life created a branding system to support the main website. Creating a system for their secure side was a challenge due to the complexities of the various existing code stacks, user flow styles, design languages and systems. Having previously worked with the Manager of System Designs, my role was created with an open description. In the manager’s own words, “We will find out what the role is when Caryl jumps in and starts doing things we haven’t thought of”. Within months, the VP of Strategy & Design noted how indispensable my role was as I spearheaded crucial initiatives to support all labs in the single system.

User Experience Lead Strategy & Design, Consultant

Marsh McLennan

As the UX Lead for MMC Inc's rebrand in 2021, I collaborated with stakeholders, including the VP of Digital Development and President of Digital Engagement, to enhance the company's digital presence across all internal sectors. Through strategy sessions and ideation, I developed a comprehensive design system while creating new features and enhancements that align with the new brand and user needs.

UX Strategy & Design - Consultant

Brought on for multiple contracts working on high profile ventures within RBC such as RBC MyAdvisor and the transformation of RBC Rewards. As lead UX Designer, collaborated in UI, research and content and worked alongside business and marketing to create award-winning experiences.

Role: Lead UX Design
Team: Sr UI, Research, Content, Jr UX, Jr UI, Product Lead

While bringing new life into the existing interface, I reevaluated the user’s needs and how to better deliver on them. These changes were a game-shifting move for the TD Wealth Management product, and greatly increased their enrolment and engagement from their users across all platforms, but specifically through the new integration in the mobile app.

Role: Lead UX Design
Team: UI, Research, Jr UX

Lead Principal UX / Visual Designer - Consultant

Brought in to help build the new system and structure for the net-new RBC Digital Design team representing the UX perspective. Was part of the beta team, RBC Rewards, to strategize how the design roles would work with the internal teams and stakeholders defining a process that could be rolled out to other teams. After great success, the strategy was implemented on all secure-side banking teams at RBC.

Role: Lead UX
Team: Sr UI, Content, Front End Developer, Sr Product Lead

Lead User Experience Designer - Consultant

Alongside the development strategy team, the requirement was to consult with all partners and create a new responsive frameworks system and library based on the current TD website. An in-depth analysis and research of the existing patterns was performed and from that, new, fluid responsive patterns were created to fulfill TD’s needs.
This extensive project brought TD Canada Trust back to the forefront as the new, younger banks were leaning into technology with great ease. 

Role: Lead Designer (UI/UX, Research)
Team: Sr Front-End Dev, Lead Dev, Sr. Manager UI Dev

SR UX / Visual Designer - Consultant

Four Seasons Hotels and Resorts

An independent consultant-of-choice for all global Four Seasons Hotels & Resorts and Head Office projects. Designs, from concept to execution, were strategized and executed including an array of digital features for each resort, including integrating Apple Watch technology for their residences, restaurant microsites, and main site features while working alongside a global team of clients and consultants across many time zones and working around many different languages.

Role: Lead UX, UI, Strategy
Team: Sr UI, Content, Front End Developer, Sr Product Lead

Product Design UX - Consultant

Critical Mass

Product Design UX Consultant

creativepassion.ca
cdsouza@creativepassion.ca
Book a meeting: creativepassion.ca/book-a-meeting
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2026 Mentor requests now open

As a UX leader with 20+ years of consulting experience, I’m passionate about designing empathetic, intuitive, and inclusive experiences that drive measurable business results. I’ve worked with national and international clients in both integrated teams and solo capacities, delivering beautiful products that resonate with users. 

My expertise in research and analysis helps me understand team processes and product features and goals, allowing me to communicate insights to stakeholders through user stories that can be easily understood and applied to their objectives. This approach enables us to constantly optimize the user experience and drive business success.


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User-Centric Design
Empathy Mapping
Wireframes
Journey Mapping
Prototypes (Interactive & Static)
Research/Analysis/Testing
Omni-Channel Design
Design Systems
Responsive Design
Digital Transformation

Sketch
Figma
InVision
Craft

Collaborative
Team Building
Management
Speaker/Presenter

Decent golf swing, good slap shot, swift jab, and awesome downward dog.
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Read all the positive recommendations my colleagues, managers, stakeholders and directors have had to say about me below!

Act as a creative and strategic consultant for agencies as well as national and global brands, specializing in finance, automotive and luxury hotels. Actively collaborate with various size teams with diverse discipline sets both on-site and remotely. Facilitate and engage in conversations and collaborations with business partners, management, stakeholders as well as the defined team in order to develop a strategy and design that not only build on the client’s request, but aim to always reach a step further by keeping lifecycle, longevity and growth in mind.

Read all the positive recommendations my colleagues, managers, stakeholders and directors have had to say about me below! 

taplio

The Battle

Carlos Garavito 🇨🇦 🇨🇴 (CommandAlpha_)

Caryl D'Souza, BDes

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