José Guillermo de Luna

Creative Copywriter · Fashion & Luxury EU Blue Card Holder EN / ES Native

Creative Copywriter and launch narrative lead with 4+ years owning product and brand storytelling end-to-end across global campaigns, film, immersive platforms, and digital channels for Oakley, ARNETTE, Ray-Ban, and Costa del Mar across NA, APAC, EMEA, and SEA. Genuine AI fluency applied to content strategy, UX copy, and e-commerce optimization at scale. MA in Fashion Styling, Creative Direction & Digital Content, Istituto Marangoni.

Experience

Creative Copywriter

2022 – Present
EssilorLuxottica In-House Agency · Milan, Italy
Tech · AI · Product · Fashion · Lifestyle
Oakley Ray-Ban ARNETTE Costa del Mar Bliz Native Eyewear Supreme
  • Developed narrative strategy and interactive copy for Project 2075, Oakley's immersive gaming platform — character dialogue, world-building content, and UX copy; full creative ownership from concept to live platform ↗ project2075.oakley.com.
  • Led AI-driven e-commerce content overhaul for ARNETTE — UX copy architecture, product description strategy, and AI-assisted content framework deployed across a global digital storefront serving all world regions.
  • Owned end-to-end launch creative for product and platform releases across Oakley and ARNETTE — developing the core concept, writing across all formats, and amplifying through digital, social, email, and film channels across NA, APAC, EMEA, and SEA.
  • Scripted and directed FRAMED, ARNETTE's fashion film series — leading creative from brief through onsite production in Barcelona to global digital rollout ↗ instagram.com/arnette.
  • Developed and led the Mbappé x Oakley Welcome to Madrid campaign — market-localized activation on Cines Callao, Gran Vía (150M+ annual footfall); full copy and creative direction from brief to live.
  • Contributed to a strategic e-commerce overhaul proposal for Supreme — content architecture, brand voice direction, and digital UX copy framework as part of a cross-functional agency pitch.
  • Maintained distinct tone of voice for 6+ concurrent global brands, adapting each for cultural and regional nuance across English and Spanish markets.

Publicist & Social Media Manager

2020 – 2021
Ministry of Culture, North Region · Dominican Republic
  • Managed institutional communications, content strategy, and social channels for a government cultural body across the northern region of the Dominican Republic.

Head of Communications & PR

2016 – 2019
De La Salle School · Dominican Republic
  • Led institutional communications, PR, social media strategy; researched and implemented new content channels for internal and external audiences.

Freelance Writer / Radio Host

2018 – 2022
Independent · Dominican Republic & Remote
  • Script doctor, creative consultant, entertainment journalist, and live radio/podcast host — produced and hosted original audio and video content ↗ Spotify ↗ YouTube.
Skills
Brand Tone of Voice Multichannel Campaigns Social Content Strategy UX & Product Copy E-commerce Copy AI-Assisted Content Scriptwriting & Dialogue Fashion & Luxury Marketing Video Production Trend Scouting Product Storytelling Launch Strategy AI Content Strategy Technical Copywriting Creative Direction Podcast & Radio Production
Education
MA — Fashion Styling, Creative Direction & Digital Content
Istituto Marangoni, Milan
2022
Bachelor's — Advertising & Creative Design
Autonomous University of Santo Domingo (UASD)
2018
Scriptwriting
New York Film Academy
2015
Languages
English
Native
Spanish
Native
Italian
A2
Portfolio
deluna.media Vimeo Project 2075 FRAMED

Note for hiring managers: EU Blue Card holder — valid across all EU Blue Card program countries, transferable within 20 days, no employer sponsorship required. Open to US relocation with visa sponsorship. Current notice period: 6 weeks.