https://www.federicoroa.com/federico daily 1.0 2026-07-10 https://www.federicoroa.com/fundamental-portfolio daily 0.75 2020-10-11 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271308473-J5YJ5DQ16DHMGGH2I05A/Fundamental+Intro+Image+%281%29.jpeg Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271602476-GU97NQQM3VOCH5K65ISA/Screen%2BShot%2B2020-10-09%2Bat%2B3.20.13%2BPM.jpg Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271385310-626HKVU4WF2CJD961C74/Screen+Shot+2020-10-09+at+3.20.38+PM.png Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271921877-1O8RASU2QXYC7D3BJTTG/Alchemist+kitchen+header.png Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602272735071-JERN0HD600TXOVLTJG22/Facebook_Covers-11.jpg Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271962780-SEZK62TMLMUFME05YGHX/Wordmark-01.png Fundamental Portfolio https://www.federicoroa.com/new-page daily 0.75 2020-10-09 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277037595-FKY3XVWXKNDNWVRF5S3W/One+Pager1024_1.jpg Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277037620-QH9WVLGY3XKJ0XYC6EVL/TheAssemblageManifesto1024_1.jpg Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277148618-U4LTJAVFEBJNB5WVA1AB/Screen+Shot+2020-10-09+at+4.58.09+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277149128-F0ZJQ22UMFI21G5TSFLT/Screen+Shot+2020-10-09+at+4.58.25+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277148787-UY9518LIT2SUP5K7OLNJ/Screen+Shot+2020-10-09+at+4.58.41+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277293293-7C6QOB6UNZ16P0M03SU1/Screen+Shot+2020-10-09+at+4.58.41+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277295607-EHVXR8TH92WQBHAGNXBL/Screen+Shot+2020-10-09+at+5.00.59+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277293827-VSCQ6960IZV039P91NRK/Screen+Shot+2020-10-09+at+5.01.16+PM.png Assemblage Portfolio https://www.federicoroa.com/resume daily 0.75 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/bad34024-58d4-4490-b426-f494d001e56e/M+Cooper_230306_Federico+Roa+%28B%26W%29_016.JPG Trajectory - About me Social communications and editorial strategist who has led global organic programs for Netflix and YouTube, spanning entertainment, technology, and public health. The work has always centered on the same question: how to translate something complex, high-stakes, or unfamiliar into a story an audience will actually trust. Multicultural and fully bilingual in English and Spanish, with working French. Currently based between Los Angeles and the field. https://www.federicoroa.com/contact daily 0.75 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/64840fc7-c396-48e3-80f1-0bbec353e90d/M+Cooper_230306_Federico+Roa_011.JPG Contact https://www.federicoroa.com/casestudies daily 0.75 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183346344-SBDQ3TOHMKT795RAAGHV/IMG_9415.jpg col·lab·o·ra·tion https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183373436-IC44HN5AYM4RL8JIG38Y/FullSizeRender%2B%25281%2529.jpg col·lab·o·ra·tion https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183415817-5FRVHWXVWPY7NIKZHGXI/IMG_4698.jpg col·lab·o·ra·tion https://www.federicoroa.com/casestudies/conceptdevelopment monthly 0.5 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602102046820-MC8GLS6PUFYU3UU669ZW/Helen-Assemblage-Image.jpg col·lab·o·ra·tion - Concepts and Community - The Assemblage In 2016, I joined the founding team behind a Manhattan co-working and co-living community built around biophilic design and shared purpose. I wrote the founding manifesto and launch materials with the founder, and co-authored The Future of Capital report with PSFK, mapping how social impact was becoming a legitimate business thesis. The community grew to hundreds of members across three Manhattan buildings, including professionals, wellness practitioners, and change-makers. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602429706417-XTH2TZ8HWJ6AFXIJ3DYS/Fundamental%2BIntro%2BImage.jpg col·lab·o·ra·tion - Concepts and Community - Fundamental In 2016, roughly a quarter of Americans were living with a mental health condition, at an estimated cost of $400B a year in lost earnings and healthcare. Research into psychedelic-assisted therapy sat almost entirely outside traditional funding channels, due to Schedule I drug classification and institutional stigma. Fundamental used donation-based crowdfunding to direct support toward studies already underway at NYU (psilocybin for alcoholism) and MAPS (MDMA-assisted therapy for PTSD, which later earned FDA Breakthrough Therapy designation). One study in the portfolio, led by NYU's Dr. Stephen Ross, found that a single dose of psilocybin paired with therapy reduced depression and anxiety in cancer patients for six months following treatment. I built and directed the initiative from concept to a May 2017 launch, including brand, ethos, pitch materials, and a governance structure through a CAF America donor-advised fund. Raised $150K+ from a community of 500+ donors, most with no prior connection to psychedelic science. The work centered on translating stigmatized, Schedule I research into a narrative a first-time donor could trust, years before the subject entered the cultural mainstream. https://www.federicoroa.com/casestudies/narrative monthly 0.5 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/45531a07-8130-4fd5-afaf-3d2f64b2a301/Screen+Shot+2026-07-09+at+9.14.59+PM.png col·lab·o·ra·tion - Stories and Narratives - Squid Game Expert Activation Webby Award Nominee, 2026 For the Season 3 launch of Squid Game in June 2025, Netflix posted a real job listing on LinkedIn titled "Now Recruiting: Netflix's Squid Game Expert." Applicants had to score 90% or higher on a companion quiz on Tudum to qualify, with the winner earning a trip to the New York premiere and the role of Pink Guard for a day at Squid Game: The Experience. The mechanic turned a standard giveaway into a piece of narrative content fans could participate in directly, rather than a sweepstakes they simply entered. Result: a Webby nomination, 1.5M+ impressions, 6K clicks to Tudum, 1.4K applicants, and record comments on a single Netflix LinkedIn post. Netflix's broader marketing team leaned on the same logic across the Season 3 rollout, treating the audience as active participants in the show's universe rather than viewers watching from outside it. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/620fa172-11ad-4d3e-9249-ef76f569993e/Screen+Shot+2026-07-09+at+9.30.53+PM.png col·lab·o·ra·tion - Stories and Narratives - Mental Health Animated Film Series Silver Anthem Award, Health: Campaign – Brand, 2024 In 2023, I directed a global creative program to turn clinical mental health science into something a teenager scrolling YouTube would actually stop and watch. Six animated films produced across two agencies and distributed on YouTube, brought together the American Academy of Pediatrics, the Centre for Addiction and Mental Health, and the Child Mind Institute, three institutions that don't often share a single creative brief, around one goal: make real coping tools land with people who'd never sit through a lecture on them. The flagship film, Grounding, teaches the 5-4-3-2-1 technique, a simple sensory exercise clinicians use to pull someone out of a spiral of anxiety and back into the present moment. Its companion, Self-Compassion, tackles the instinct to be crueler to ourselves than we'd ever be to a friend. Both were translated into more than a dozen languages, carrying a single grounding exercise from a New York studio to teenagers across a dozen countries. The series won a Silver Anthem Award, but the real measure of it is smaller and harder to track: a technique simple enough to remember in the moment you actually need it. https://www.federicoroa.com/casestudies/strategy monthly 0.5 2026-07-10 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1601957893138-RGF0NRUFJH73RIDUV0TP/IMG_9358.jpeg col·lab·o·ra·tion - Strategies and Impact - Electing the first woman Vice President of Colombia Colombia's 2018 primary was structured to select a single opposition nominee from a multi-candidate coalition, requiring the campaign to run a compressed, high-variance race against several rivals at once. As Coordinator of Communications and second-in-command on the team, ran the daily communications operation from inside the war room, supervising ad and media agencies, directing digital and press teams, and writing bilingual press releases, speeches, and internal communications for donors, volunteers, staff, and the candidate herself. Result: 1.5M+ primary votes, confirming Marta Lucía Ramírez as the vice-presidential nominee. She went on to become the first woman in Colombian history to hold that office. The central challenge was keeping dozens of stakeholders, agencies, press, volunteers, and donors, working from the same facts in real time, under a compressed election calendar. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/f7740880-82ee-4638-a26a-3ef26e1c1ae7/Screen+Shot+2026-07-09+at+9.10.37+PM.png col·lab·o·ra·tion - Strategies and Impact - COVID-19 Vaccine Education Campaign (YouTube × Vaccine Confidence Project) YouTube partnered with the Vaccine Confidence Project at the London School of Hygiene and Tropical Medicine on an organic campaign aimed at 18 to 30 year olds during the most volatile months of the pandemic. The goal was to make credible vaccine information compete on its own terms with the entertainment content Gen Z was already watching on the platform, using animation, pop culture references, and relatable characters instead of the traditional public-service-announcement format. Coordinated Legal, Communications, and Policy internally to keep content moving quickly without sacrificing medical accuracy, while partnering externally with VCP's scientific team. Result: 48M+ organic impressions. The campaign was one of the first attempts to treat public health content as a creative and format problem, not just a distribution problem, competing for attention using the same storytelling tools as organic entertainment rather than looking like an ad. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602526263514-299HR3Y979CMK7317JRE/mujer_foto_campan%CC%83a.png col·lab·o·ra·tion - Strategies and Impact - Fighting for women’s reproductive rights in Honduras In 2009, Honduras became the only country in Latin America to ban emergency contraception outright. A decade later, Hablemos Lo Que Es ("Let's Call It What It Is") set out to change that by building a fact-based community first and mobilizing it second, given the risk of backlash in a conservative media environment. Led the digital outreach strategy: building an online community to counter disinformation with educational content, then converting that community into an organized petition campaign. Over six months, the campaign built a 3,000+ person community across social platforms and collected 5,000+ signatures demanding the government overturn the ban, while on-the-ground partners ran rallies and livestreamed panel discussions.