Creative direction / Brand strategy / ConsultingLos Angeles / Global

Creative direction.
Brand strategy.

Riya Plam is a LA–based creative director and brand strategist with 11 years of experience of in-house and agency work - helping brands clarify positioning, shape campaigns, and create ads that perform.

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Experience across leading brands

StarbucksP&GDisney+NikeGoogleSonySnapchatRedditSamsungNYX

Featured work

Creating at the intersection of brand, culture, and tech.

NYX augmented-reality beauty assistant concept for Snapchat

NYX x Snapchat

Turning beauty tips into an AR interface

Samsung Galaxy Z Flip6 campaign featuring a woman using the folding phone

Samsung x Reddit

Introducing new tech into a cultural behavior

Nosferatu x Snapchat

Connecting the cast to Snapchatters

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Nosferatu x Snapchat

Creative + Campaign Direction

A social-first red carpet campaign that brought the cast of Nosferatu into Snapchat’s story-led culture, by capturing the exclusive premiere event usually reserved for traditional media outlets and connecting them directly to Snapchatters.

THE CHALLENGE — BRING A PRESTIGE PREMIERE TO GEN ZTHE MOVE — PUT THE CAST INSIDE SNAPCHAT CULTURETHE RESULT — A RED CARPET BUILT FOR SOCIAL

Ideas built to move.

Creative direction and campaign strategy that turn ideas into platform-native work—designed to reach the right audiences where they already are.

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Ways to work together

Ongoing creative leadership, focused project direction, brand and creative strategy, or expert guidance when a fresh perspective is needed.

Creative Leadership

Fractional creative leadership for building, guiding, and strengthening creative teams—aligning creative decisions with business priorities while establishing clear processes, high standards, and a healthy, sustainable production culture.

Creative Direction

End-to-end creative direction for campaigns, launches, rebrands, social content, and emerging-platform experiences—from early concept and team alignment through production and execution.

Brand & Creative Strategy

Brand foundations, positioning, audience insight, messaging, and creative strategy designed to work across marketing campaigns—not remain static or purely visual. Built to intentionally engage the right customers and deliver against business goals.

Consulting & Audits

Focused evaluations of internal creative operations, team workflows, and marketing performance to identify what isn’t working and where greater efficiency is possible—including responsible AI opportunities that increase team productivity without replacing talent, compromising quality, or operating without governance.