— Cata Villegas — Creative Director —

What makesan idea work?

I’m a Creative Director interested in what happens after the idea.

What makes people notice, understand, participate, remember and act?

I design the ideas, identities, experiences and systems that make that happen.

Enter the Lab Get in touch

Serial Creative

Work

Enter the Lab

All work →

Commercial work

Rivamo

Rivamo · 2024

Commercial work

JOYN

JOYN · 2024

Cultural / strategic project

CDMX Arcade Gallery

CDMX Arcade Gallery · 2022

Cultural / strategic project

The Squad House

Gaming Partners · 2025

Cultural / strategic project

MetroMuv

Metro de Chile · 2025

Commercial work

Resolved Cases

Bancolombia · 2019

The Atypical Lab

A creative practice exploring what makes ideas work.

The Atypical Lab is where I explore what happens between an idea and the people who encounter it.

What do they notice?
What do they understand?
What do they do?
What makes them come back?

Every project is an experiment.

Some are commercial. Others are cultural, strategic or exploratory.

The goal isn't always a perfect outcome.

It's to learn something worth carrying forward >>>

HOW THINGS COME TO LIFE

Worlds

Brands, identities, communities, cultural initiatives and visual universes.

Ideas

Concepts, stories, campaigns and creative systems.

Experiences

Digital products, interactive experiences, journeys and environments.

Participation

Games, motivation, interaction and systems that invite people in.

Connections

Ideas that connect creativity, behavior, experience and technology.

Shop

Tools from the Lab

Visit the shop →

Tools, frameworks and experiments from my practice.

Digital download

Gamification Design Toolkit

A practical pack of canvases and worksheets from my gamification practice, designed to take an engagement idea from intention to system. It helps you move from “we should add points” to a structured design: behaviors, m…

$29.00Buy →

Digital download

Five-Question Case Study Template

The same five-question structure behind the case studies on this site, as an editable template: What was the challenge? What was the idea? What was my role? How did it come to life? What changed?

$12.00Buy →

Service

Human Engagement Audit (1:1)

A 60-minute one-on-one session where we look at your brand, product or experience through the engagement lens: why would people pay attention, participate, come back — or not? You bring the material; I bring the questio…

$180.00Buy →