CarlosยทArana | CFXNYC

Carlos
Arana

Creative Producer/Experience Architect

I lead creative production and experience design from strategy through execution. I use AI and automation to prototype faster, build connected systems, and scale beyond a single deliverable, cutting production turnaround by 20%.

Business Leadership · End-to-end production · 20% faster turnaround

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Background

Field-tested,
now producing.

15 years in human performance, coaching, and business operations gave me a direct understanding of customer behavior and field execution before I moved into creative production, including leading a $25M business across five locations. Today I apply that operating perspective across creative production, experience design, and technology, building scalable learning and communication experiences across 117+ locations from business need through deployment and iteration.

What Differentiates Me

Bridge, not
specialist.

I'm not solely a creative producer or a technology specialist. I understand the business problem, the audience, and the behavior we're trying to influence, then build the content and technology solution to address it. That means operating as a bridge between business, creative, and technology: taking a strategic priority, shaping the narrative, designing the experience, and producing the final deliverable, often covering work that would otherwise require multiple specialists.

Selected Work

EQX NEXT

Opening film for Equinox's annual national forum, designed to set the tone for the event and transition teams into the awards experience. Combined live production with a fully AI-curated workflow spanning scripting, environment generation, and voice likeness cloning.

Scope of Work
stakeholder alignmentconcept developmentcreative directionscripting/storyboardingdirectorproducereditoraudiocolor grade designpackaging and deliveryHiggsfield AI (environment generation)Eleven Labs (voice cloning/likeness)

EFTI Rebrand | Leadership in Motion

A rebranding film tracing EFTI's evolution from inception through its current identity and future direction.

Scope of Work
stakeholder alignmentscriptingstoryboardingtalent coordinationcinematographydirectorproducereditorcolor grade designaudioworkshop/event coverageinfographic designEleven Labs (voiceover)

PRECISION COACHING | SETTING THE STANDARD

A cinematic brand film documenting Equinox's Precision Coaching pilot across ten clubs, showcasing a new approach to coach development built around Professionalism, Performance, and Programming.

The film connects the pilot's implementation, coaching behaviors, and manager-led development to a broader vision for scaling the program across 119 clubs, reinforcing Equinox's commitment to coaching excellence and an elevated client experience.

Scope of Work
stakeholder alignmentnarrative developmentcreative directionscripting/storyboardingproducerdirectorcinematographyeditormotion graphics/callout designsound design/audio mixingcolor grade designEleven Labs (voiceover)packaging and delivery

Pilates Training Trailer

Brand storytelling asset capturing the private Pilates experience, instructor expertise, and member journey.

Scope of Work
stakeholder alignmentconcept developmentdirectorproducercinematographereditorcolor grade design

Day in the Life | Leadership Series

Multi-leader storytelling series spanning regional, club, sales, and personal training leadership.

Scope of Work
narrative structureleader prep guide developmentinterview framework designinterviewerdirectorproducereditorcolor grade designHiggsfield AI (visuals/b-roll)

Consultation Experience

End-to-end client consultation journey using fully generated characters and environments, no physical shoot, no location, no talent.

Scope of Work
concept developmentAI character generationAI environment generationgenerative camera directioneditorpackaging and deliveryHiggsfield AI (character and environment generation)Eleven Labs (voiceover)

Session Experience | Coach Level

Introduction to an organizational pilot deployed across 10 clubs, framing the coach experience and the behaviors the program reinforces, built with scalability in mind across the full 117-club portfolio.

Scope of Work
stakeholder alignmentinterviewerdirectorproducereditorcolor grade designaudio
How I Work

Discover

Business need, customer and field behavior, learner problem, stakeholder alignment.

Architect

Experience strategy, scripting, information architecture, content systems, production planning.

Produce

Video, audio, motion, graphics, and learning assets.

Build

Interactive experiences, prototypes, modules, and supporting systems.

Deploy + Measure

Enterprise delivery, analytics, iteration, and workflow automation.

Featured Build

Dashboard Development & Data Automation

A custom web-based dashboard that transforms multiple operational and learning data sources into a unified interactive experience: front-end development, data modeling, JSON pipelines, automated publishing, and source-of-truth architecture.

Data moves from Excel and Power Query through automated workflows into structured JSON files, published and rendered through a custom HTML, CSS, and JavaScript interface, with interactive drill-downs, KPI visualization, coach-level profiles, geographic mapping, and automated refresh.

Capabilities

Human Performance + Business

Human Performance Coaching + Behavior Change Customer Experience Business Strategy Stakeholder Partnership KPI + Operational Thinking

Creative Production

Creative Direction Producing + Directing Cinematography Lighting + Audio Editing + Post Motion Graphics

Experience + Interactive

Experience Design Learning Experience Design Content Systems Unity AR / VR HTML / CSS / JS Data Visualization

AI + Automation

Generative AI AI Voice Multi-Model Workflows Workflow Automation Rapid Prototyping
Production + Technology Stack
Creative + Post
DaVinci Resolve · Adobe Creative Cloud · Adobe After Effects · Descript
Capture + Production
Sony camera systems · Professional lenses · Stabilization · Lighting · Dedicated audio capture
Interactive + Immersive
HTML · CSS · JavaScript · JSON · Unity · AR / VR · GitHub
Data + Automation
Power Automate · Excel · Power Query · SharePoint · Azure
AI + Generative
Multi-model AI workflows · Eleven Labs · Artlist · Higgsfield AI · HeyGen