Candice Afia
Creative Strategy & Storytelling Executive | Building Brands, Campaigns & Cultural Impact
- Role
- Senior Director, Creative Strategy & Innovation at Universal Pictures
- Location
- Los Angeles County, CA, US
- LinkedIn followers
- 500 followers
About Candice Afia
I’m a creative strategy and storytelling executive who helps brands and franchises connect with audiences in meaningful, culturally resonant ways. With a background spanning studio marketing, franchise campaigns, creative development, and cross-functional leadership, I thrive in spaces where storytelling and brand intersect with culture.My career has included leading franchise and brand marketing initiatives, developing high-profile creative campaigns, and shaping partnerships with filmmakers, studios, and emerging platforms. While I’ve also worked across innovation and immersive media, my focus has always been on how new ideas translate into audience impact and expand the reach of great storytelling.I’m passionate about building narratives that endure, developing strategies that make creative visions actionable, and creating space for bold ideas to take shape. What energizes me most is collaborating with visionary creatives and teams to deliver work that’s both strategically sharp and culturally relevant.
Experience
Senior Director, Creative Strategy & Innovation
Dec 2021 — Present
Lead creative and brand strategy across storytelling-focused innovation initiatives—bridging entertainment marketing, digital innovation, and cross-functional collaboration with production, tech, and executive leadership- Shaped AI and immersive media strategies from a creative POV—translating emerging technologies into audience-relevant concepts and content- Developed frameworks for micro-budget filmmaking with digital-first creators—positioning storytelling innovation as both brand-building and IP incubation- Partnered with executives across content, marketing, and tech to align creative vision with cultural relevance and executional clarity- Led branded storytelling initiatives and helped guide creative direction for new content formats and experimental media- Served as a strategic advisor to filmmakers and internal stakeholders navigating the intersection of entertainment, tech, and audience engagement
Education
UCLA
Film Production - Extension Course
2012
University of Georgia - Terry College of Business
Bachelor's Business Administration (BBA), Management Information Systems, General
UCLA
International Film Finance - Extension Course
2011
Skills
- Mac
- Outlook
- Project Management
- Marketing
- Sharepoint Designer
- Microsoft Outlook
- Film
- Video Production
- Powerpoint
- Microsoft Excel
- Movie Magic Budgeting
- Administration
- Imovie
- Google Calendar
- Final Cut Pro
- Video
- Feature Films
- Ms Project
- Change Management
- Editing
- Analysis
- Budgets
- Microsoft Project
- Microsoft Office
- System Administration
- Film Festivals
- Management
- Entertainment
- Microsoft Word
- Television
- Social Networking
- Film Production
- Social Media
- Acting
- Microsoft Power Point
- Production Coordination
- Sharepoint Services 3.0
- Pc
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