WHEN THE BIG PICTURE
AND THE DETAILS NEED TO CONNECT,
BRING ME IN.
Val Madden
Fractional Executive Creative Director + Creative Strategist
Whether the work needs a lead, a senior creative partner, or someone to take on a focused challenge independently, I step in to clarify what matters, create the strongest way forward, and pressure-test the work before it gets expensive.
CLARIFY. CREATE. PROVE.
WHAT I DO
SENIOR CREATIVE CAPABILITY,
SHAPED TO WHAT A PROJECT NEEDS.
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Define the challenge
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Shape the strategy
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Develop the idea
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Lead the creative
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Strengthen the work
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Guide it through execution to delivery
PORTFOLIO
FROM IDEA TO REALITY.
The people experiencing the work come first: how they think, feel and respond.
I pair strategic thinking with intuition to uncover the emotional truth at the center of the challenge, translate it into a clear creative vision and guide expert teams across disciplines, giving them room to do what they do best while moving the project toward its goal of delivering results.
CREATIVE LEADERSHIP ACROSS:
CAMPAIGNS · BRANDING · SOCIAL · CONTENT · AV · DIGITAL · PRINT · EXPERIENTIAL
EXPLORE THE IMAGES BELOW FOR A FEW OF MY FAVORITE PROJECTS TO DATE.
 Hand Painted Key ArtTook a village to solve this stunning Clio winning Art. Rory Kurtz brought it over the finish line with his digital hand painted tallent. Full 360 campaign highlight post on linkedIN is in link below. |  Key Art SuiteStory driven Key Art suite released strategically leading up to launch of S2 to engage Fans of the much anticipated series. Full 360 campaign highlight post on linkedIN is in link below. |  Campaign Key Art360 Marketing Creative Lead of Art Direction, Photo Shoot, Digital & OOH Marketing Campaign. Collaborated with P+A, Cold Open, Rory Kurtz, Trailer Park, Photographer Nels Israelson, and In House team from Concept to Finish. Garnered multiple marketing industry awards. |
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 360 CampaignVideo highlighting Promax and Clio wins. Photo Shoot Art Direction, digital and Out Of Home Advertising and Marketing. Collaborated with P+A, Cold Open, Rory Kurtz, Trailer Park, Photographer Nels Israelson, Tommy and In House team from Concept to Finish |  16-CLIO-AWARDSClio awards to date where I was the creative lead collaborating with amazing talent. |  Influencer Kit Package DesignAmazon Prime Video 360 Marketing Creative Director. Collaborated Canyon Design Agency. Garnered multiple marketing industry awards. |
 Key ArtAmazon Prime Video 360 Marketing Creative Director. Ask Val to share a great story behind this key art, trailer and social campaign. Garnered multiple marketing industry awards. |  Campaign Key Art SuiteFull 360 Campaign content is highlighted in link below on linkedIN |  UPLOAD AI Inspired ImageImage is part of the key art suite, began with AI-generated concepts to represent A.I. Guy from the series. This was seamlessly integrating into a full 360 Campaign that is highlighted on linkedIN in link below. |
 Key ArtAmazon Prime Video 360 Marketing Creative Director. Included; Art Direction of Photo Shoot, Digital & Out Of Home Marketing Campaign. Photographer Justin Stephens. |  360 CampaignVideo highlighting the 360 integrated launch campaign |  360 Multi-SeasonAmazon Prime Video 360 Marketing Creative Director for seasons 2-5. Collaborated with BLT to execute. Season 2 campaign example https://bltomato.com/project/transparent. Garnered multiple marketing industry awards. |
 Key Art Multi-SeasonAmazon Prime Video 360 Marketing Creative Director for seasons 2-4 |  Key Art SamplingAmazon Prime Video 360 Marketing Creative Director for series launching 2016-2017. |  Key Art SamplingAmazon Prime Video 360 Marketing Creative Director for series launching 2017-2018. |
 Key ArtAmazon Prime Video 360 Marketing Creative Director Season 2. |  Campaign Key ArtAmazon Prime Video 360 Marketing Creative Director for Mary J Blige's 2021, "My Life" Documentary |  Documentary Key ArtAmazon Prime Video 360 Marketing Creative Director for both Jonas Brothers Documentaries |
 Campaign OverviewAmazon Prime Video 360 Marketing Creative Director for specials 1-3. |  Key Art CampaignSEASON 3 KEY ART - NBC Marketing Group Creative Director; Concept, Photo Shoot, Art Direction, Design & Finish Work applied to all print, digital and Out Of Home Advertising and Marketing. Campaign took over Grand Central Station, blitzed prime traffic areas in NYC and LA. Published print ads in every major entertainment publication. Animated digital banner ads and take overs featured on entertainment consumer websites. Promax/BDA winner. |  Key ArtLAW & ORDER SVU ~ SEASON 13. NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish Work applied to all print and digital content. |
 Key ArtPARENTHOOD ~ SEASON 3 - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish Work applied to all print and digital content. |  Key ArtSEASON 4 KEY ART - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |  Key ArtTHE OFFICE, SEASON 3 - SEASON 4 KEY ART - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |
 Key ArtCELEBRITY APPRENTICE, SEASON 1 - NBC Marketing Group Creative Director; KEY ART, Tagline, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |  Key ArtFRIDAY NIGHT LIGHTS - SEASON 4 - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |  Key Art30 ROCK, Season 1 - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |
 Key ArtWILL & GRACE ~ SERIES FINALE. NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish work applied to all print and digital content. |  Print Ad2008 SUMMER OLYMPICS - NBC Marketing Group Creative Director; KEY ART, Photo Shoot Art Direction, Design & Finish Work applied to all print and digital content. |  Amazon Prime Video 360 Marketing Creative Director. FYC OUT OF HOME. |
 Print Package InnovationFYC 2020 Amazon Studios Prime Video Voter Mailer. Amazon Prime Video Marketing Creative Director. Collaboration with CORE Agency. |  FYC ADNBC Marketing Group Creative Director; 12 branded ads covering ALL 2003 NBC series. Gold Promax/BDA winner. |  Vodcast Branding + SocialPURE POLLINO SHOW ~ BRANDING AND MARKETING CAMPAIGN - Show concept & development + Logo Design, Photography, Website Design, Key Art Design, Show video graphics, Print & digital marketing collateral design, T-Shirt Design and weekly social media graphics. |
 Vodcast Branding + SocialBlissenUp ~ BRANDING AND MARKETING - Show concept & development + Logo Design, Photography, Website Design, Key Art Design, Show video graphics, Print & digital marketing collateral design and weekly social media graphics. |  FYC Special Print AdMonsters Inc Movie ~ Oscar FYC Trade Ad - A first for Daily Variety that went out to academy voters. We wrapped the publication in a poly bag housing a DVD of a screener with real monster fur glued to an inserted centerfold ad. |
AV Series Trailers
AV Series Trailers
Animated Digital Banners
Interactive Digital Graphics
Podcast Video Graphics
HOW I WORK
CLARIFY. CREATE. PROVE.
CLARIFY
Get clear on what we’re really solving.
CREATE
Turn that clarity into something worth caring about.
PROVE
Challenge the work before it gets expensive.
My proprietary Maxx Strata™, PathSpeak™, PathProof™ and Maxx Review™ methodologies combine human intuition and creative judgment with AI-powered exploration and pressure-testing to strengthen ideas before significant time and money are committed.
WHY ME
EXPERIENCE. INTUITION. CREATIVE JUDGMENT.
20+ YEARS.
350+ CAMPAIGNS.
BIG IDEAS. SMALL DETAILS. EVERYTHING BETWEEN.
Amazon MGM Studios / Prime Video
NBCUniversal
Global Entertainment + Media
Start-ups + Independent Projects + Home Renovation
Recognition across Clio, GEMA/Promax, Shorty, OBIE, Communication Arts and more.
Experience helps me see the whole. Intuition helps me find the emotional truth and connections others may miss. Proprietary AI-powered methodologies extend that thinking, reveal more possibilities and pressure-test ideas before costly decisions are made. Human judgment decides what moves forward.
WHEN TO BRING ME IN
EARLY, LATE OR SOMEWHERE IN THE MESSY MIDDLE.
You may know exactly what you need. Or you may have a goal, a half-formed idea or the sense that something is not quite clicking. I can step in at any point to help find the clearest path forward.
AT THE START
Turn an opportunity, challenge or ambition into a clear creative direction.
IN DEVELOPMENT
Shape the idea, strengthen the execution and collaborate with the team to bring it to life.
BEFORE YOU COMMIT
Pressure-test the positioning, idea, script or content mockup before significant time and money are committed to the shoot, production, finishing and delivery.
I can lead the project, partner with your team or take on
a focused challenge independently.
LET’S CHAT
SOMETIMES YOU DON’T NEED AN AGENCY.
You need the right creative person in the mix.
Maybe you need help figuring out what comes next, a polished brief that gets everyone aligned, or senior creative thinking to move the project forward.
Share with me what you’re working on, and we’ll start there.
Valerie Madden
Fractional Executive Creative Director + Creative Strategist
Photo Credit: David Needleman
Let's Chat
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