Axel Alarcón
Creative Strategy & Branded Media Leadership
Creative Strategy Rooted in Storytelling, Systems & Collaboration
I help brands and teams turn ambitious ideas into clear, emotionally resonant media systems.
About Me
I’m Axel Alarcón, a creative strategy and branded media leader focused on helping teams turn ambitious ideas into clear, emotionally resonant campaigns and scalable media systems.
Over the last 9+ years, I’ve built creative teams, led integrated campaigns, and developed production and content systems across healthcare, lifestyle, and consumer brands. My work blends creative direction, operational leadership, and audience storytelling, helping organizations align business goals with campaigns that people actually connect with.
As the first creative hire at Middle Way Marketing, I helped scale the agency from a small startup into a 25-person organization while building creative operations across production, post-production, internal marketing, and national healthcare campaigns. That experience shaped how I think about leadership, collaboration, and the importance of building systems that allow creative teams to scale without losing clarity or trust.
Today, through Cinetailor, I lead campaign strategy, executive production, and branded media efforts for healthcare, lifestyle, and mission-driven organizations. My work has included campaigns and media systems for brands including Ottobock, Texas Health Action / Kind Clinic, Fast Friends Beer Co., Retainers for Life, Celzo, and MAGOS Chips.
A large part of my work involves translating between business goals, creative teams, operational realities, and audience needs. I enjoy helping organizations reduce ambiguity, align around a clear vision, and create media ecosystems that feel both emotionally grounded and strategically effective.
I’m especially interested in creative strategy, branded media, content systems, healthcare/lifestyle storytelling, and modern media ecosystems that combine long-form storytelling, social content, and community-building into cohesive audience experiences.
I’m currently exploring opportunities to collaborate with thoughtful, growth-minded teams building meaningful brands and ambitious creative systems.
Expertise
Creative Strategy
Branded Media Systems
Campaign Development & Rollout
Creative Operations & Team Leadership
Cross-Functional Collaboration
Audience Storytelling & Content Ecosystems
Selected Work
Over the years, I’ve worked on campaigns ranging from national healthcare launches to community-driven lifestyle brands, but the throughline across all of them has been helping teams translate ambitious ideas into media that feels clear, emotionally grounded, and strategically useful.
Creative Leadership, Brand Systems & Integrated Campaign Strategy
Client
Middle Way Marketing
Date
07/2019 - 08/2025
As the first creative hire at Middle Way Marketing, I helped scale the organization from two founders and myself to a 25-person team while building the production, post-production, and internal marketing departments from the ground up. I led integrated campaigns across healthcare, wellness, and consumer brands while helping develop the creative systems and brand infrastructure that supported the agency’s rapid growth.
Beyond client campaigns, I helped shape Middle Way’s internal brand identity and market positioning by guiding brand discovery conversations and overseeing the rollout of the website, brand guide, sales collateral, internal campaigns, and content initiatives that positioned the agency as a trusted national healthcare growth partner.
I also led creative strategy and production oversight across branded content, advertising, social media systems, and educational campaigns while collaborating closely with leadership, paid media teams, contractors, and department leads to align creative execution with audience engagement and business goals.
Impact:
Helped scale the organization to a 25-person team supporting approximately $2M in annual profit while establishing creative and operational systems for national growth.
Led integrated brand systems, internal marketing initiatives, and campaign frameworks across healthcare and consumer industries.
Built repeatable creative workflows and collaboration systems that improved scalability, consistency, and long-term client retention.
National Healthcare Campaigns & Creative Systems Leadership
Client
InMode Aesthetics | Middle Way Marketing
Date
07/2019 - 08/2025
Through Middle Way Marketing’s partnership with InMode, a global medical technology company, I helped lead creative systems, campaign production, and branded media initiatives supporting more than 100 active healthcare practices while contributing to creative infrastructure that impacted over 1,000 practices across North America.
I led integrated campaigns across InMode’s device portfolio, including EmpowerRF and additional national product launches that blended educational healthcare communication, branded storytelling, social media strategy, PR initiatives, and live-event marketing. My role included creative direction, campaign planning, production oversight, stakeholder coordination, and multi-platform content execution across distributed healthcare markets.
I also helped develop scalable contractor systems, training frameworks, production standards, and editing workflows that maintained creative consistency across a growing nationwide network of videographers, editors, and creative collaborators.
Beyond product campaigns, I led production strategy and execution for InMode’s national summits, PR initiatives, and branded event campaigns aligned with broader business development and audience engagement goals.
Impact:
Led the company in scaling healthcare marketing systems supporting over 1,000 practices nationwide.
Led integrated campaigns spanning healthcare education, product launches, branded storytelling, PR media, and live-event marketing.
Built scalable production frameworks and operational standards supporting consistent multi-market campaign execution.
Strengthened nationwide brand consistency and audience engagement through integrated video, social, print, and event-based media systems.
Enterprise Healthcare Storytelling & Educational Media
Client
Ottobock & Ottobock Care | Cinetailor
Date
10/2025 - 05/2026
Cinetailor partnered with Ottobock across two healthcare media initiatives spanning provider education and patient-facing storytelling campaigns. Together, the projects focused on translating complex healthcare technologies, clinical workflows, and mobility services into clear, audience-focused media systems.
Ottobock initially partnered with Cinetailor to develop a multi-module educational video series supporting the VAROS system and additional prosthetic clinical workflows for providers and clinicians. I led creative strategy, production oversight, stakeholder communication, and delivery management across multi-camera productions operating inside active workshop and clinical environments.
The educational initiative transformed highly technical prosthetics assembly procedures into scalable training media designed for long-term use inside Ottobock’s provider education platform.
Following the success of the educational series, Ottobock Care partnered with Cinetailor again to lead a larger documentary-style storytelling campaign focused on Neuromobility Services and advanced mobility technology.
I led campaign strategy, creative development, interview direction, production leadership, and post-production oversight across a healthcare campaign centered around patient transformation stories, mobility independence, and emotionally grounded healthcare communication.
The campaign followed a documentary-first approach that blended cinematic patient storytelling with social-first healthcare marketing across long-form, vertical, and evergreen campaign deliverables.
Impact:
Led enterprise healthcare media initiatives spanning both provider education systems and patient-facing storytelling campaigns.
Directed cross-functional collaboration across healthcare leadership, education teams, clinicians, production crews, and post-production collaborators.
Guided our translation of complex healthcare technologies, prosthetic workflows, and mobility services into clear, emotionally grounded audience experiences.
Strengthened long-term client trust through successful campaign delivery, resulting in repeat partnership expansion immediately following the initial engagement.
Ottobock Feature Campaign Video
Ottobock VAROS system - Cinetailor Case Study Reel
Customer Experience & Educational Media System
Client
Retainers For Life | Cinetailor
Date
03/2024
Retainers for Life partnered with Cinetailor to help redesign the post-purchase onboarding experience for orthodontic patients receiving retainers through the company’s subscription model. The goal was to improve customer clarity, reduce support friction, and create a more consistent educational experience across both patients and partner orthodontic practices.
I led the creative strategy, scripting, production, and rollout of a customer education video system centered around onboarding, product education, FAQ communication, and long-term patient support. The content ecosystem included a flagship “What to Expect” onboarding video alongside additional care and support content accessed directly through QR codes integrated into product packaging.
The initiative focused on translating operational support challenges and customer confusion points into clear, audience-friendly educational media designed to improve trust, usability, and long-term customer experience.
Beyond the initial campaign, we also helped establish a scalable content framework that allowed Retainers for Life to adapt and expand future onboarding and educational media across clinics, partner practices, and evolving customer communication needs.
Impact:
Helped reduce customer support call volume across hundreds of orthodontic partner practices.
Improved onboarding clarity and customer trust through integrated educational media and packaging experiences.
Developed a scalable customer education system supporting long-term communication consistency across partner networks.
Strengthened Retainers for Life’s positioning as a patient-focused and operationally thoughtful healthcare brand.
Additional Links:
Brand Event Campaigns & Community-Driven Storytelling
Client
Fast Friends Beer Co. | Cinetailor
Date
04/2024 - 06/2025
Fast Friends Beer Co., an Austin-based brewery built around community and hospitality, partnered with Cinetailor to help lead anniversary campaigns across two consecutive years focused on audience growth, event attendance, and long-term brand storytelling.
I led campaign strategy, creative direction, and multi-platform content development across social campaigns, photography, video storytelling, PR assets, newsletters, and evergreen marketing content designed to strengthen the brand’s emotional connection with its audience.
Working closely with the Fast Friends team, we built campaigns centered around the people, culture, and atmosphere behind the brand while establishing a scalable content framework and evergreen media library supporting future events, launches, and long-term audience engagement.
Impact:
Helped drive record-breaking attendance and sales across consecutive anniversary campaigns.
Strengthened Fast Friends’ brand visibility and audience engagement through integrated storytelling, community-focused marketing, and PR-ready media assets that expanded reach through local coverage and brand partnerships.
Built reusable campaign and content infrastructure supporting future events, launches, and ongoing audience growth initiatives.
Brand Positioning, Community Storytelling & Social Content Systems
Client
Celzo Corp. | Cinetailor
Date
08/2025 - 04/2026
Celzo, a Mexican-inspired sparkling agua fresca brand, partnered with Cinetailor to help evolve its social presence into a more cohesive, culturally grounded brand ecosystem capable of supporting long-term audience growth, retail expansion, and community engagement.
Working closely with the founders, I helped guide conversations around audience identity, brand positioning, content direction, and community-building strategy while developing a scalable creative system that balanced Mexican cultural influence with modern lifestyle storytelling for U.S. consumer audiences.
I led creative strategy, production direction, and content system development across video, photography, founder storytelling, collaborations, and social-first brand initiatives designed to strengthen emotional connection and audience consistency across TikTok, Instagram, retail partnerships, and email campaigns.
A major focus of the work involved refining how the brand communicated culturally across different audiences while maintaining authenticity, warmth, humor, and accessibility as the company expanded into larger retail and distribution opportunities.
The partnership also established recurring production and campaign frameworks that allowed the brand to operate with greater consistency across content creation, community engagement, and audience storytelling initiatives.
Impact:
Helped establish a more cohesive and strategically aligned brand identity across social and community-facing platforms.
Supported audience growth and brand engagement through integrated founder storytelling, influencer collaboration, and social-first campaign systems.
Contributed creative support and positioning strategy during expansion into larger retail and distribution partnerships, including Central Market and Cinépolis.
Built scalable content and campaign structures supporting long-term brand consistency, cultural storytelling, and community engagement.
My Philosophy
The longer I work in creative leadership, the more I’ve realized that great work usually comes from clarity, trust, and collaboration more than ego or hierarchy.
A large part of my role is helping different people understand each other clearly — founders, marketers, creatives, clients, production teams, and audiences. The strongest campaigns I’ve been part of happened when teams felt aligned, supported, and confident enough to explore ideas openly while staying grounded in a shared goal.
I care deeply about building creative environments where people feel trusted to contribute, challenge ideas thoughtfully, and do meaningful work together. In my experience, strong creative systems are not just about efficiency. They’re about creating the conditions for better thinking, healthier collaboration, and more emotionally resonant storytelling.