A native of Ecuador, she learned guitar and singing as a child. In fact, during these formative years, she made music a major part of her life - writing songs for school projects and using songwriting as a study tool.
“I attempted to involve music in my life all the time and this would prepare me for my dream: work in the music industry one day.” Rafaela remarks.
By the time she left high school, she knew her life’s purpose was to make an impact through creativity. It would be the mark she would leave on the world.
She was creative director of Metamorfosis, a rebranding initiative for Quiama Airport Management, where she directed the creation of the song, “Quiama”, which helped the company's identity.
At Global True Advisors, she was creative director of the Today For You, Tomorrow for Me campaign. She directed the creation of the song “Que Brille La Luz” (“Let The Light Shine ''). Today For You, Tomorrow For Me was towards helping people navigate the emotionally taxing effects of the COVID-19 pandemic.
Rafaela’s journey at Berklee introduced her to a community of musicians and other creatives. She embraced student life fully, opting to try leadership roles. Eventually, her honed skills would emerge in real-life scenarios: she’s been on several artist touring management teams, including Grimes. She's supported artists at Lollapalooza, Coachella, Music Midtown, and III Point Miami.
Now, Rafaela is the creative director at CreateSafe, a music-tech company building businesses and creative tools for artists through Triniti. Triniti is a dynamic, generative AI operating system best known for creating an AI model of Grimes’ voice (called GrimesAI). Using Elf.Tech, artists can use her voice in their works with a 50/50 split in royalties.
But what exactly does she do at CreateSafe as creative director? As Rafaela says, it’s all about pushing the platform to see what it can do. She explains, “My goal has always been clear: to make a creative impact everywhere I go. To achieve this, I explore the platform’s potential by experimenting all day with the product and finding others to do the same.”
Aside from regular experiments and collaboration, her creative directorship also means ensuring Triniti meets specific consumer and target needs and a keen dedication to the company's overall image. “I ensure that our branding consistently aligns with the team’s philosophy,” she says.
