Editor’s Note: Supporting women should not be limited to a month. So, at Reel Chicago, we have decided to amplify and promote dynamic women’s voices all year long. Today, let us introduce you to Quality Meats Strategist, Karina Azevedo.
Karina is a Brazilian-born, Miami-raised strategist with a storyteller’s instinct and a keen eye for cultural nuance. Currently shaping strategy at Quality Meats, she’s helped brands like Hulu, Taco Bell, and H&R Block create bold, resonant work that taps into the pulse of culture. With a cross-cultural lens and a deep understanding of how communities evolve—online and in real life—Karina brings both rigor and heart to every brief.
What’s your origin story?
I grew up in Miami as the eldest daughter of two immigrants, which meant I was the go-to translator for everything from medical forms to school report cards. I was surrounded by people who worked hard, spoke multiple languages, and never showed up to someone’s house empty-handed.
Cafecito, pão de queijo, big opinions, and Daddy Yankee playing at a kid’s birthday color a lot of my childhood memories; It was loud, passionate, and full of pride. When I looked at the media, though, I didn’t see any aspect of that reflected at me.
That disconnect made me care deeply about representation, especially for communities that have always been part of this country but are often overlooked in the spotlight. It’s easy to be passionate about something when it’s personal, and strategy, for me, is rooted in reflecting the fabric of the country and people, as it truly is, not how it’s been painted to be.
How did you break into advertising?
I applied for the MAIP program in college on a whim. To be honest, I didn’t understand big agency life or knew anything about the Wieden or 72’s of the world – I just liked ads. What was supposed to be an experience that gave me some insight into the industry became a season of figuring out whether or not I had ‘it’: the ability to make it in a corporate space that felt equal parts foreign and exciting. My manager at my first internship is someone I still thank for helping me get my foot in the door.
He saw past how green I was and encouraged me to continue voicing my opinions, even if I didn’t have the “industry” experience to translate my thoughts into the ultra-designed decks I often saw. This taught me my first big lesson: as a strategist, your perspective is your most valuable tool.
Also, I kinda said yes to everything. I think that may have helped the whole ‘getting hired’ post-internship thing. Funny enough, that same manager introduced me to my manager today, Paola Ortega, who hired me to join the gang of butchers at Quality Meats.
Who were your mentors, and how did they influence your journey?
I’m not sure I’ve ever officially had a ‘mentor,’ but I’ve worked with managers and coworkers who changed how I think about the work. Rob Campbell wore Birkenstocks to the office and listened to juniors (despite being, you know, the CSO). Kelsey Hodgkins always reminded me: “Briefs are supposed to be fun.”
Kelsey Karson trusted me to lead global work when I was just a mid-weight strategist. And now, I work with Paola Ortega, who’s been amazing at pushing the brass tacks of the craft, making sure every word in a brief pulls its weight. In their ways, they’ve all shown me that this job is very much what I make of it, and that honing the multi-facetedness of the craft is what makes the work fun.
What fuels your creativity?
Two things: being true to myself and leaning in at work.
At some point, you realize you’ve been caring about things just to fit in, not because you like them. There’s a big shift when you start asking what you think is cool, instead of just absorbing whatever the algorithm or your friends are into. That mindset, plus reading, discovering new things, and picking up mundane offline hobbies, has been huge. It helps me push the right boundaries in the work, not just chase the short-term viral ones.
Leaning in has been a newer muscle. The team at Quality Meats is full of smart, passionate people with different perspectives. Being remote means we don’t always share the same context, but I’ve found that leaning into what excites my coworkers and listening has helped me see things I’d normally overlook. It’s also made me better at translating strategy for creative teams.
Sometimes we write the smartest brief ever, and it still doesn’t land. Learning how to speak their language is half the battle. Maybe even the whole thing.
What’s the biggest myth about people in your field?
That strategists are the smartest people in the room. What even is smart? How can you quantify that? It’s honestly such a baloney line that gets thrown around often. Strategists often just have a knack for knowing how to make a plan that balances client, consumer, and creative needs. We’re probably the best business chakra aligners, but that’s way too long and not as catchy.
Name a creative risk you took that paid off?
A few years ago, Taco Bell had a media buy for the return of Nacho Fries that was airing during the Japan Olympics. The team had an idea: what if the spot was an anime-style trailer? We pitched it three separate times. At the time, anime was breaking into the U.S. mainstream, and the risk was clear. Was this just a fleeting trend, or was this community going to keep growing?
The more we dug into the data, the clearer the opportunity became. Anime was exploding on Netflix. Studio Ghibli films were gaining more recognition. Crunchyroll was on the rise. But what sealed the deal was realizing how deeply anime fandom overlapped with Taco Bell’s audience.
When the campaign finally launched, it drove the highest Nacho Fries sales in the brand’s history.
What’s your take on the rise of AI?
It’s a tool. We can ping-pong all day on how it’s objectively bad for the environment and the anti-ethical ways it can be leveraged. Those points are valid. But net net: AI is nothing without humans. We wield it how and when we like.
Industry-wise: The choice to shortcut creativity with AI seems to be the result of shortened industry timelines and/or the hype factor around AI-made executions.
What’s a piece of advice from another person you carry with you?
Kelsey Hodgkins’ “It’s supposed to be fun” line stuck with me in ways that supersede the job. I now apply it to motherhood, relationships, and life in general.
Are you rebooting Soul Train, American Bandstand or MTV Spring Break?
Oops, I’m not sure what any of those are. Let’s blame my parents who only ever had Brazilian TV on in the house.
How do you balance ambition with self-care?
I sleep. My brain isn’t sharp without sleep. I’m also not very self-cared without sleep. Cheap and quite effective.
You’re writing a memoir. What’s the title?
Why My Kids Think My Phone Is Work (and other tales)
Go to Karaoke song.
Super Bass by Nicki Minaj
In 10 years, what do you hope to look back and say you changed?
My work-life balance & my air filter.
Karina’s Socials:
Linkedin: https://www.linkedin.com/in/karinaazevedo1/
To see who else is a REEL WOMAN, click here.
ALSO READ:
REEL WOMEN: Debby Fries, from advertising to Asanas
