Carlo Michelangelo Luetto is a creative executive and storyteller who builds brands that connect emotionally and culturally while moving the business. As Head of Brand Creative at Block, he leads brand, integrated, and product campaigns across Cash App, Square, Tidal, and Afterpay.
Before Block, Carlo led Brand Creative at Robinhood, building and directing a multidisciplinary team of creatives, designers, motion designers, writers, strategists, and producers. He shaped the brand's voice and creative vision through its rebrand and re positioning. At Nike, he led the NYC Creative Studio before taking on North America Running and North America Basketball, with work including Global Running repositioning, Own the Floor, the Chicago Marathon, NYvsNY, and the World Basketball Festival. At Spotify, he led creative on campaigns including Wrapped. He also founded Serial Studio, a creative production company building brands and platforms for clients including Nike, Volkswagen, and AB InBev's Stella Artois.
His work has been recognized by Cannes Lions, The One Show, D&AD, the Clios, and the Webby Awards. He has served as a juror for Cannes Lions, The One Show, and the Webbys, and has spoken at Figma's Config.
Born in New York and raised between NYC and Buenos Aires, Carlo brings a multicultural lens to everything he makes: a sensitivity to how culture shapes the way people see themselves, the world, and the brands they choose. That perspective informs how he builds teams and how he leads.
Earlier in his career, Carlo led the Nike account globally at R/GA Buenos Aires, collaborating with offices in New York, Portland, San Francisco, and Los Angeles on Apple, Beats by Dre, Google, Meta, Samsung, Airbnb, Patagonia, and MTV.
Services
Creative Leadership / Brand Strategy / Brand Building / Creative Direction / Content Creation / Art Direction / Tone of Voice / Positioning / Brand Identity
Experience
Block
Head Of Creative
2026 - Present
Leading creative vision and strategy across brand, integrated and product campaigns for Cash App & Square. Overseeing brand-defining work across integrated campaigns, activations, events, partnerships, GTM, social, and growth. Partnering closely with the CDO, CMO and cross-functional leaders across Block's portfolio of brands. Leading and developing a diverse team of creatives.
Robinhood
Head Of Creative
2024 - 2026
Leading the Robinhood Creative Team. Setting the Creative vision and strategy for the Creative Department. Brand Defining (Integrated campaigns, activations, events and partnerships), GTM, Social, Performance & growth, and all Marketing efforts. Partnering closely with c-suite and leaders across the company.
Nike
NA Creative Director & NYC Studio Creative Director
2021 - 2024
Leading and overseeing creative for all categories in NYC from 2021- 2022. And Running and Basketball for North America and Global from 2022 onwards.
OOOFFF Creative LAB
ECD (Consultant)
2021-2022
Consulting on creative storytelling, design, physical spaces and digital platforms. Focusing on business transformation, branding, and production services. Building teams on demand with a global creative network of artists, designers, writers, engineers, and experts. And representing creatives all over the world.
Spotify
Global Brand Design Director
2019 – 2021
Design lead of the Brand+Creative team. Spotify's award-winning in-house agency. Overseeing brand and marketing design-work globally.
Pantera&Co (Creative Lab)
Head of Creative
2019 – 2021
Head of Creative for Pantera&Co's Creative Lab. Developing the editorial mission, vision, and voice of the company. Enabling teams to generate editorial ideas and concepts. Building teams based on the creative needs. And helping oversee the planning and production.
Creative Director @ Google
2019
Creative Director for Google. Leading, in partnership with the Google Creatives, the creative, strategy, and content creation of Google Store.
Serial Studio
Founder & Director
2017 – 2019
Co-founded and Directed Serial Studio. An innovation-led creative production company based in Buenos Aires, Argentina. Working for brands like Nike, Facebook, Volkswagen, Stella Artois, Corona, Quilmes, GCBA & partnering with the best in class production companies like Pantera&Co, and global renowned agencies like BBDO, David the Agency, La America (ex Mother), Isla, JWT and Mutato.
R/GA
Creative Director & Visual Department Lead
2012 – 2017
Creative Director for Nike and Visual Department Lead of the R/GA Buenos Aires office. Mentoring and building the company's design core team. Collaborating with all the R/GA global network while working on projects for brands such as Beats ByDre (LA), Google , AirBnB, Samsung, and Nike.
Bridger&Conway
Creative Director
2011 – 2012
Creative Director for Anheuser-Busch InBev.
CarneMag®
Founder & Director
2010 – 2021
Bestial Studio®
Founder & Design Director
2007 – 2011
....
Main Clients:
Nike, ︎Apple, ︎Spotify, Robinhood, Cash App, Google, Beats By Dre, AirBnB, Meta, Samsung, Mtv, CocaCola, Pepsi, Hyatt, Young Olympic Games, Patagonia, Anheuser-Busch InBev, Redbull, UFC
Some Awards:
Cannes Lions, D&AD, The One Show, Clio, Wave, +Digital, Diente, Facebook Awards, Webby, FWA, Awwwards
Get in touch:
cmluetto(at)icloud.com
+1 (332) 207-5597
LinkedIn
VSCO
Instagram
Full portfolio available upon request.
Nike, ︎Apple, ︎Spotify, Robinhood, Cash App, Google, Beats By Dre, AirBnB, Meta, Samsung, Mtv, CocaCola, Pepsi, Hyatt, Young Olympic Games, Patagonia, Anheuser-Busch InBev, Redbull, UFC
Some Awards:
Cannes Lions, D&AD, The One Show, Clio, Wave, +Digital, Diente, Facebook Awards, Webby, FWA, Awwwards
Get in touch:
cmluetto(at)icloud.com
+1 (332) 207-5597
VSCO
Full portfolio available upon request.
©2026
Carlo Michelangelo Luetto. All rights reserved.