Felipe Cardona — marketing strategist, designer, and creative technologist

Enterprise
Campaigns

Audio campaign support inside an analytics-driven Aetna marketing environment.

At Aetna, my role sat inside a marketing environment where creative work was shaped by analytics, member needs, and the realities of production. I supported that work as a graphic designer, building campaign material and helping translate strategy into pieces people could actually use.

In this case study, the focus is the audio campaign work: Spanish and English examples created around language, access, and clearer member communication. I supported efforts around the creative system — design assets, production pieces, and internal media tests that helped the work move.

I also pushed on the workflow side. Generated AI audio helped the bilingual campaign run more smoothly without sending every version through the traditional recording and edit cycle. It was a practical way to move faster while still working inside the approval and compliance needs of healthcare marketing.

Campaign strategy

Graphic designers like myself, campaign marketing professionals, data scientists, and data analysts worked together to build campaigns around specific events, needs, and member groups. In this example, the team expanded the work for members who spoke Spanish while also recreating existing content under a new brand identity. Generated AI audio helped solve for that production challenge, and I helped push those efforts along.

Generated AI audio

The practical use was not novelty. Generated AI audio gave the team a way to create bilingual campaign audio for specific approval, compliance, and brand needs without treating every version like a full recording session. It helped the creative process move while still respecting the review structure around healthcare communication.