Strategy &
positioning
I help you sharpen your positioning, understand your audience, and set a clear direction.
What’s included
Private advisory · Positioning · Audience strategy · Long-form editorial direction
Strategy for a new ageNew York · Remote engagements
Make the
right people
pay attention.
Across markets. Across audiences.
Executive strategy, audience development, and media production.
StrategyStorytellingProduction
15+ yearsStrategy, writing & production
Millionsof documented project views
Across formatsPublished writing · Video · Social storytelling
Executive brands. Artist campaigns. Client work. Original platforms. Explore the individual projects and their results below.
About the view count
“Millions” reflects a conservative minimum supported by documented project results. The individual case studies provide their reporting periods and sources. Views are kept separate from followers and reach, and overlapping reports are not added together.
01 / Three ways to work together
Your strategic partner.
From the idea to the audience.
For leaders, brands, agencies, and creatives ready to reach their next audience.
Strategy &
Discuss this engagement
Visibility &
storytelling
I build a recognizable voice through campaigns, interviews, and social storytelling.
What’s included
Strategy + editorial direction · Interviews · Social media strategy · Performance review
Strategy &
media leadership
I lead strategy and production from concept to delivery, bringing in specialists when the work calls for them.
What’s included
Creative direction · Project leadership · Production oversight · Team coordination
Focused projects or ongoing partnerships. Scope and fees are discussed privately during consultation.
02 / Selected experience
A point of view.
A public impact.
Writing, video, and social storytelling for leaders, brands, artists, and communities.
Executive messaging / Organic series
The Latino Brand
with Gary Acosta
I shape Gary’s public messaging and turn it into videos, graphics, and social storytelling that connect executive ideas with a wider audience.
My role & approach
Gary already had a strong presence in the C-suite. Working directly with him and the team, I help bring that conversation to a wider community.
I lead narrative strategy, public positioning, project management, production, editing, social media strategy, and the series’ graphics and carousels, in collaboration with the team.
The Latino Brand’s distribution is entirely organic. The series also gives new audiences a way into NAHREP’s wider work.
4.10M+combined Instagram + Facebook views
The Latino Brand · documented minimum
OrganicSeries distribution
Video + graphicsMessaging across formats
April 2025–September 2026 evidence.
Sources & what’s counted
The documented minimum is 4,103,593 views: Instagram 2,585,120 and Facebook 1,518,473. My March 2, 2026 project report supplies an Instagram + Facebook baseline of 3,067,228 for April 15, 2025–March 2, 2026. Meta exports downloaded September 28 add 1,036,365 lifetime views on identified series posts published after March 2, including videos, graphics, and carousels. Selection uses named series posts and matching Gary Acosta episode captions. Post IDs are deduplicated within each platform.
This is a conservative documented minimum, not the complete series-to-date total. It excludes unclassified posts and later additional views on older posts. The historical baseline is a project-authored report; later post figures come from Meta CSV exports. The Latino Brand’s distribution is entirely organic. A wider visibility benefit for NAHREP is a strategic possibility, not a measured attribution claim.
The earlier report also recorded 64,306 shares and 378,462 interactions across its reported platforms. Those figures remain historical checkpoints.
From the feed / Measured response
Attention that turns
into participation.
The results by platform. Videos, graphics, and stories built to travel.
Instagram · The Latino BrandDOCUMENTED MINIMUM
The executive voice.
A wider audience.
2.58M+series views
Executive storytelling across video, graphics, and carousels.
Graphics & carousel results
- Views on 14 identified graphics/carousels
- 130,775
- Shares on those graphics/carousels
- 987
Graphics subset: posts published in 2026, lifetime results exported September 28. Included in the documented series evidence; not added again.
Facebook · The Latino BrandDOCUMENTED MINIMUM
Stories built
to circulate.
1.51M+series views
Gary’s ideas, built for a wider public conversation.
Explore the work on Facebook ↗Documented minimums · Reporting details in “Sources & what’s counted” above.
271.5Kvideo views
- Likes
- 30.8K
- Comments
- 1.2K
- Shares
- 7.1K
Reporting period & source
TikTok Studio · last 365 days · checked September 28, 2026. Account-level results for @garyacosta_nahrep, where I contribute strategy, production, editing, and social media management. This period overlaps the series report; these views are not added to its total.
See a recent graphic: 38,593 views · 398 shares
Instagram / Series graphics
The message travels
beyond the video.
Episode 25’s carousel brings the series’ public-facing message into a format people can share and revisit.
38,593views on one Latino Brand carousel
398 shares · Published September 24, 2026 · Lifetime export September 28.
See the carousel ↗164,615LinkedIn impressions
The Latino Brand · project report for April 15, 2025–March 2, 2026. Impressions are a separate metric and are not added to the view total.
Explore two individual reel examples
Instagram · Collaborative reel09 MAR 2026
Merit, access
& opportunity.
154,703views
- Shares
- 6,446
- Interactions
- 28,629
- Follows
- 978
Published by @nahrep in collaboration with @cesarvargas365 and @garyacosta_nahrep.
Watch the reel ↗ (opens in a new tab)Facebook · Gary Acosta reel16 FEB 2026
Bring the data
into the conversation.
76,077views
- Shares
- 1,881
- Interactions
- 5,864
- Reach
- 54,540
A discussion of immigration data, accountability, and the value of an informed public conversation.
Explore NAHREP on Facebook ↗ (opens in a new tab)Meta Business Suite snapshot · September 28, 2026. Selected from Meta’s Organic content filter. Views, shares, and interactions are Meta-reported post metrics. These are individual post results; views are not unique people.
Wider NAHREP account performanceAPR 2025 — SEP 2026
I contribute as NAHREP’s Creative Content Specialist and through The Latino Brand. The figures below cover the accounts’ full body of work and the wider team’s contributions.
Instagram / @nahrep
3.94MInstagram views reported- Content interactions
- 452.4K
- Follows
- 19.4K
Facebook / NAHREP
2.9MFacebook views reported- Content interactions
- 126.8K
- Follows
- 16.8K
Reporting selection: April 1, 2025–September 27, 2026, Pacific Time. Instagram’s platform-specific figure is 3,944,190 views. Account figures are not limited to The Latino Brand or certified as organic-only. Follows are recorded follows during the selection, not net growth. Historical metric availability varies; the selection does not establish an exact project start date.
Editorial strategy / Teaching & media
Hispanic Wealth Project
From a brand story
to a learning platform.
I turn wealth and entrepreneurship stories into editorial content and teaching modules used by members, ambassadors, and NAHREP 10 trainers across the country.
Explore the work
I helped shape Wealth Stream News through editorial planning, interviews, production, editing, rebrand materials, newsletters, and social content.
Editorial directionTeaching modulesInterview productionBrand integrationNewsletter strategy
Explore Wealth Stream News ↗ (opens in a new tab)Agency experience / Cultural storytelling
AARP
#VivanMi50
Campaign content and audience engagement through d expósito & Partners, inviting people to share their own stories.
2,600–3,800+likes on individual campaign posts
Historical campaign results documented in my portfolio. Selected post results are not campaign-wide totals.
Founder & Editor-in-Chief / Independent media
LUCIR
Latino stories. In full.
I founded LUCIR—Latino Unity for Culture, Inclusion & Representation—to put Latino voices, stories, and perspectives at the center of the conversation.
Film. Television. Theater. Culture. Essays, reporting, and commentary on who gets seen, who gets heard, and who gets to tell the story.
The project began as LIFT (I Want to See More Latinos in Film and TV!), became UPLIFTT, and continues today as LUCIR.
The platform’s history
LUCIR brings the UPLIFTT archive and contributor profiles into a new home, alongside my published essays with their original dates, bylines, and outlet credits.
An archived UPLIFTT Insights screenshot records 765,058 weekly total reach and 21,165 Page likes. The screenshot is undated; these are historical figures, not LUCIR’s current audience.
Artist strategy / Career portfolio
Catie Waters
An artist’s voice.
An audience that listens.
My work with Catie brought together social strategy, content, and audience development around her identity as a recording artist.
Her audience today314KFacebook followers
18.7KInstagram followers
Public account counts · September 28, 2026
Current account audiences · My historical work is detailed below.
Earlier campaign evidence
My archived Facebook Insights snapshot records 267,120 weekly total reach during my work with Catie. The screenshot is undated; this is a reach metric, separate from the current follower counts above.
Former Production Director / Video & creative leadership
Being Latino
I helped build the voice.
And the video.
I launched Being Latino’s video segment as Production Director, leading creative teams and writing, directing, and editing viral work across comedy, culture, interviews, and social commentary.
Explore my work from that era
My productions included these videos from the original Being Latino channel:
- Sh*t Latinos Don’t Say ↗
- 17 Things NOT to do on Facebook ↗
- Mexican Picture Meme: TURNED VIDEO
- Jose Fino: Salsa Instructor Extraordinaire
- Being Latino Unbiased: Education
- We are @beinglatino! (#BeLatino)
- Poetry in Motion: Nuyorican (via Advocate of Wordz)
The work earned coverage across national entertainment and culture publications.
Explore the original video archive ↗Being Latino’s network today26M+followers across its social network
Company-reported audience across Facebook, Instagram, and X. My role above reflects my earlier work as Production Director.
Network breakdown & source
Being Latino reports 24.3M Facebook followers, 1.7M Instagram followers, and 40K on X, listed as Twitter in its report.
Being Latino’s audience report ↗Executive interviews / Current production work
Hispanic Executive
The Latino Majority
I contribute video production and editing to Hispanic Executive’s The Latino Majority work, shaping conversations with leaders into considered, compelling media.
Production scope
My AVANCE Global 2026 work includes multicamera interview editing, highlights, and recap development.
Multicamera interviewsEditorial shapingHighlights & recaps
The work is connected.
Find the story.
Shape the strategy.
Make it matter.
Strategist · Project manager · Producer
Editor · Published writer
Editor · Published writer
03 / The person behind the work
New media maverick.
A storyteller’s eye.
I’m César Vargas. I connect the big idea with the work it takes to bring it to people.
I bring more than 15 years across strategy, writing, campaigns, and filmmaking to help people and organizations build a public voice—in English and Spanish.
More about my work
My practice brings together more than 15 years across public relations, published writing, campaigns, filmmaking, and digital media. I work across industries and audiences, in English and Spanish. My approach combines research, cultural fluency, and a clear understanding of what a business needs its communication to accomplish.
Alongside my independent practice, I’m NAHREP’s Creative Content Specialist. I helped create and manage AVANCE’s social channels and contribute video and production work. For Gary Acosta’s The Latino Brand, I shape executive messaging, public positioning, and creative strategy, alongside production and editorial leadership.
You work directly with me on strategy, narrative, and production decisions. When a project needs additional capability, I bring in specialists for that defined scope.
I am also Founder & Editor-in-Chief of LUCIR, an independent home for Latino culture and representation.
Founder-led / Built to collaborate
The right expertise.
One clear direction.
You work directly with me. I bring in trusted consultants and production specialists when your project needs a wider team.
Strategy & editorialProduction & postDesign & distribution
Scholarship / Film / Published work
Recognition that
travels with the work.
Salinas Scholar
Aspen Institute
Scholar recognition
I’m listed among the Ricardo Salinas Scholarship alumni at the Aspen Institute.
Aspen’s alumni list ↗Two film awards
Fusion + National Hispanic Foundation for the Arts
The films
My short films Some Kind of Spanish and Black Latina Unapologetically received awards from Fusion and the National Hispanic Foundation for the Arts.
Film background ↗In the classroom
The Bedford Guide for College Writers
Published work
My essay “How First- and Second-Generation Hispanics Can Help Each Other” appears in the textbook’s 11th edition. My work also appears in Caribbean Latino Perspectives in the Second Decade of the 21st Century.
Textbook contents ↗04 / How we work
A clear process.
Room for good ideas.
- 01 / Align
Start with the audience.
Get clear on the business goal, the people you need to reach, and the strongest ideas and material already at hand.
- 02 / Create
Make a defined plan.
Agree on the scope, formats, timeline, and approvals. Then turn the strategy into interviews, stories, and finished media.
- 03 / Refine
Follow the response.
Review reach, watch time, engagement, and relevant business actions. Use what we learn to make the next round stronger.
Better tools.
Human judgment.
Human judgment.
I use AI-assisted workflows for research, planning, and coordination, with human creative direction and editorial judgment throughout.
Across a career
Good company.
Meaningful work.
Selected organizations and projects from my career, with my role identified for each.
Gary Acosta
The Latino BrandExecutive messaging, public positioning & creative strategy
The Latino BrandExecutive messaging, public positioning & creative strategy
NAHREPCreative Content Specialist
AVANCESocial channel development, management & production
AARPCampaign work through d expósito & Partners
McDonald’sCampaign work through d expósito & Partners
TajínCampaign work through d expósito & Partners
Hispanic Executive
The Latino MajorityVideo production & editing
The Latino MajorityVideo production & editing
Catie WatersArtist audience development
FinhabitsProduction engagement
d expósito
& PartnersMedia Content Manager
& PartnersMedia Content Manager
Hispanic Wealth
ProjectTeaching modules, editorial strategy & production
ProjectTeaching modules, editorial strategy & production
L’ATTITUDEEvent planning & production support
Being LatinoFormer Production Director
Fusion + NHFAWriter, director & editor · Award-winning films
TwitterSpaces speaker · #TwitterVoices
Latino RebelsTwitter Spaces producer
Historical and current career experience. Relationships include staff roles, agency assignments, direct engagements, and collaborations. These names do not imply endorsement or a current azul. contract.
Working together
A few useful answers.
What does azul. do?
azul. is my independent strategy and media practice. Engagements cover executive and brand positioning, audience strategy, social media, editorial direction, and video and podcast production.
Who can work with the azul. practice?
azul. welcomes executives, founders, brands, companies, agencies, real estate businesses, nonprofits, artists, and creative teams. Each engagement starts with research into the client’s market, audience, goals, and available budget.
Can we work together remotely?
Yes. I’m based in New York and offer remote engagements in English and Spanish. Any on-site production or travel is agreed separately as part of the project scope.
How are engagements priced?
Scope and fees are discussed privately during consultation. Projects and ongoing retainers are defined around goals, deliverables, production needs, timeline, and approval responsibilities.
How does azul. use AI?
AI supports research, planning, transcript analysis, drafting, and production coordination where appropriate. I lead strategy and editorial review; tools and specialist support are selected for the project’s needs.
Your next chapter
What are you
building?
Tell me what you are building, whom you need to reach, and the decision or deadline ahead. We’ll define the right strategy, production scope, team, and budget together.
Email mehello@azulprm.com