Kilograph — A Full Service Creative Agency

Jun 29, 2026

The Deep Dive

Born and raised in the Basque Country, Begoña Raido has spent more than 20 years working between Barcelona and the Basque Country as a Global Creative Director, steering multidisciplinary teams and developing integrated communication strategies. This work spanned global launches, brand positioning, TV campaigns, events, digital performance, and social media engagement. She now joins Kilograph as our new Global Creative Director.
We recently sat down with Bego to get her take on creative leadership, project work, and what creative studios are really about.

What drew you to Kilograph, and what feels most exciting about joining the studio at this moment?

Personally, I am fascinated by how people relate to space and architectural elements. For me, it is an incredible sector to explore, a realm where branding and narrative carry immense weight. I am thrilled to satisfy my professional curiosity within a company that sits at the absolute top of the global industry.

You’ve built a career spanning many countries, including Spain, the UK, and the United States of America. How do you feel these places and cultures have shaped the way you think about creativity?

Working internationally helps us understand how incredibly similar and beautifully different we are at the same time. Trends and tastes travel at varying paces, adapting to the unique cultural character of each locale. Having a footprint in multiple markets allows you to connect the dots differently, cross-pollinating best practices acquired from being in several places at once.

Coming from the European brand world, what perspective are you most excited to bring to Kilograph’s work across the U.S. and Europe?

Kilograph holds serious weight in developing major projects for a massive market. I find the cross-continental exchange fascinating; I am excited to bring Europe’s deep-rooted heritage of narrative-driven, emotional branding to Kilograph’s impressive U.S. scale, while simultaneously leveraging Kilograph's cutting-edge expertise to elevate the European market.

Having directed projects in brand positioning, global campaigns, digital platforms, events, social, and film, which ones do you feel help you come alive the most creatively?

The specific platform or asset isn't what makes a project creative; what excites me is the realization that creativity can be applied to an unstoppable, ever-expanding realm. Touching every kind of development and platform is both challenging and deeply rewarding. I feel incredibly fortunate to have shaped communication for all types of spaces, knowing there is always a new frontier around the corner. I’m inherently curious, I need to understand change, and I’m endlessly fascinated by how humans interact and connect.

You’ve led work for brands and institutions in industries ranging from healthcare, food & beverage, and automotive to public transportation, entertainment, and technology. What do you think some of your most memorable projects across these fields have in common?

Achievement, driven by constrained freedom and a total lack of fear. Working freely while knowing your boundaries are tight is a thrilling challenge. The projects I’ve enjoyed most turned out to be the most rewarding because we achieved exactly what we intended, and the process felt like play. Across every sector, I’ve found people genuinely striving for excellence. Personally, I tend to gravitate toward brilliantly obsessive, intelligent people.

Much of your career has been leading multidisciplinary teams. What do you think makes a creative team truly powerful?

Diversity, a willingness to share, an appetite for growth, and a mutual drive to help one another achieve the best possible result. I’ve realized that the best creative teams become a tight-knit family that suffers and celebrates together, intensely. If they were to meet primarily in "the real world," they might never be friends because they are so vastly different, but that friction is the magic. Having a singular, shared goal is what binds them.

Your background connects storytelling, strategy, design, technology, and culture. How do you know when a brand idea is strong enough to live across so many formats?

I suppose it comes down to professionalism and intuition. After decades of crafting creative concepts that must hold their weight across every imaginable medium, you develop a sort of sixth sense for what will resonate.

You’ve recently deepened your focus on new technologies, digital marketing, and AI for leaders. Where do you think emerging technology can make creative work more meaningful, not just more efficient?

New technologies open entirely new creative avenues. Ultimately, almost every communication tool we use is grounded in technology. For instance, if you understand the latest tech capabilities in experiential design, you immediately expand the horizons of an event. Technology opens the door to play and wonder. Often, the latest weird tech trend acts as the perfect ignition spark for a massive campaign.

Looking back, what do you think clients are asking from creative studios now that they weren’t asking five or ten years ago?

A clear light through the darkness of the noise.