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Fish Tail Media

CREATIVE CONCIERGE

The people behind the partnership

Small by design.
Deep by experience.

Senior thinkers. Hands-on makers. One closely connected team invested in the details that move your business forward.Meet the team behind your team.
Fish Tail Media · San Diego
Strategy + Creativity + Technical
Our philosophy

Experience without ego. Expertise without the layers.

01

Strategy

We connect every creative decision to a clear business purpose.

02

Creativity

We find distinctive, compelling ways to bring your story to life.

03

Technical

We pair ideas with the depth and precision to execute them beautifully.

Senior leadership

Present from first
thought to final detail.

You work directly with experienced leaders who understand the strategy, make the work and own the outcome.

Fernando Gaspar, Owner and CEO of Fish Tail Media
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Owner & CEO
Fernando Gaspar
Founder & leadership

Fernando Gaspar

Owner & CEO · 25+ years in media & advertising

Fernando built his career where strategy, creative and production meet—from a New York production house to leading an internal agency for a premier hospitality brand. In 2022, he founded Fish Tail Media around a simple conviction: clients deserve a dedicated media partner that works with the ownership and responsiveness of an in-house team.

“I want every client to feel that we care for their brand as deeply as they do.”
Brand strategy
Creative direction
Media
Video
Production
Client partnership
Mark Canchola, Media Director at Fish Tail Media
Media Director
Mark Canchola
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Creative & production

Mark Canchola

Media Director · 35+ years in design, print & web

Mark brings rare, end-to-end fluency to every assignment. His career spans art direction, agency ownership, prepress, large-format production, web, photography, video and integrated casino marketing. That breadth makes him an inventive creative leader and a calm technical problem-solver—equally comfortable shaping the idea and ensuring every detail lands.

“I’ve worn a lot of hats. The one constant is that I genuinely love this work.”
Graphic design
Web Development
Photography
Print production
Project leadership
Built on experience

A senior team with uncommon range.

55+
Combined years of industry experience
One
Integrated strategic + creative + technical team
360°
Perspective—from concept through production
Every
Client receives senior-level attention
What we believe
Great work begins with a closer relationship.

When we understand your business, your audience and your ambitions, we can see further—and create work that takes you there.

Let’s work together

Meet your new
creative team.

Bring us the opportunity, the challenge or simply the question. We’ll bring senior attention and a clear path forward.

hello@fishtailmedia.com ↗

Meet The Team

Combining Strategy, Creativity, and Technical Expertise
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Fernando Gaspar

Owner & CEO
fernando@fishtailmedia.com

Fernando Gaspar, the Owner and CEO of Fish Tail Media, LLC is a seasoned professional with a remarkable 25-year track record in the media and advertising industry. His extensive experience spans various roles, from his early days at a production house in New York City to leading an internal advertising agency for a high-end casino.

At the casino, Fernando oversaw all aspects of the internal advertising agency, where he played a pivotal role in transforming the property’s brand and cultivating an exceptional rapport with its valued clientele. His strategic vision and innovative approach resulted in distinctive, memorable campaigns that set the property apart from its competition.

In 2022, Fernando founded Fish Tail Media, LLC a creative agency dedicated to providing companies with a dedicated media department that seamlessly integrates with their existing marketing and creative teams. Under his leadership, Fish Tail Media operates on three foundational principles: strategy, creativity, and technical expertise. These pillars reflect Fernando’s comprehensive understanding of the industry and his commitment to delivering tailored, impactful solutions.

Fernando’s passion for media and advertising is evident in every project he undertakes. His unique blend of strategic thinking, creative flair, and technical proficiency ensures that Fish Tail Media consistently produces high-quality, effective campaigns that resonate with audiences. As a visionary leader, Fernando is driven by the desire to build strong brands and forge meaningful connections between companies and their customers.

Today, Fernando continues to leverage his vast expertise to guide Fish Tail Media, fostering an environment of innovation and excellence. His dedication to his craft and his unwavering commitment to his clients’ success make him a respected figure in the world of advertising.

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Mark Canchola

Media Director

Mark Canchola, the Media Director at Fish Tail Media, brings decades of diverse experience in the design, print, and web industry. Mark’s impressive journey began as a press operator in downtown San Diego, where he quickly advanced to become the Art Director at a major label corporation.

In 1999, Mark founded one of the top service bureaus in San Diego, providing color separations, drum scanning, prepress, photography, graphic design, and production services to printers, ad agencies, and businesses. His entrepreneurial spirit led him to co-found a new venture specializing in large format printing, vehicle wraps, wrap design, web, and print—significantly impacting the San Diego market.

In 2015, Mark launched his own agency, focusing on graphic and web design, further broadening his expertise and cementing his reputation as a versatile and innovative leader in the industry. Before joining Fish Tail Media, Mark excelled at a major San Diego casino, where he handled email marketing, web development, video production, photography, casino signage, mailers, billboards, and promotional design.

Throughout his career, Mark’s passion for design and the media industry has remained unwavering. His extensive experience and dedication to excellence make him an invaluable asset to Fish Tail Media. As Media Director, Mark continues to leverage his vast expertise to drive creative and technical innovation, ensuring the delivery of high-quality, impactful media solutions for the company’s clients.

I’m stoked and grateful to serve as the Media Director at Fish Tail Media. My life has revolved around the design, print, and web industry, and my love for design has been the guiding force throughout my journey.
I am a multitasking Design Ninja, and I love this stuff.

Over the years, I’ve acquired a diverse skill set, including:

  • Graphic Design: Proficient in various design software and techniques.
  • Web Design: Experienced in creating engaging and functional websites.
  • Video Production: Skilled in producing high-quality videos for various purposes.
  • Photography: Experienced in capturing the essence of subjects through photography.
  • Print Production: Extensive experience in print production processes.
  • Communication: Exceptional communication skills, enabling effective collaboration with clients and stakeholders.
  • Project Management: Adept at managing multiple projects simultaneously, ensuring timely and quality delivery.
  • Problem-Solving: Strong problem-solving abilities to overcome challenges and find innovative solutions.

About Me

I’m Mark Canchola, the Media Director at Fish Tail Media. My life has revolved around the design, print, and web industry for over 34 years. I’m stoked and grateful to have joined my buddy Fernando’s team.

I began my career In 1990, as a press operator at Plaza Print in Downtown San Diego. By 1992, I was at Kieran Label Corporation as the Art Director, managing three shifts.

In 1999, I founded Trademark Graphics, focusing on color separations, drum scanning, prepress, photography, graphic design, and production, serving printers, ad agencies, and businesses across San Diego. We were among the top 4 Service Bureaus in San Diego.

I co-founded The Production Studio In 2009, specializing in Web, Print, Large Format Printing, Vehicle wraps, and Wrap Design, leaving a mark on the industry.

Then in 2015, I founded 619 Creative, focusing mainly on graphic design and web design.

Before joining Fish Tail Media, I worked at Viejas Casino & Resort from 2021 to 2024, handling email design, web design, video production, photography, casino signage, mailers, and promo design.

Throughout my journey, I’ve worn many hats, but one thing has remained constant: my love for design and the industry.

I am a multitasking Design Ninja, and I simply love this stuff.

About Me

I’m stoked and grateful to have joined my buddy Fernado’s  team as the Media Director at Fish Tail Media. My life has revolved around the design industry as well print and web, i’ve  been serving the creative industry in San Diego for over 34 years

In 1990, my career kicked off in the vibrant heart of Downtown San Diego at Plaza Print in the 1st National Bank Building, where I started as a press operator. By 1992, I found myself with an offer to join the art department at Kieran Label Corporation. Within a few short years, I climbed the ladder to become the Art Director, managing three shifts.

In 1999, I decided to embark on my own adventure and founded Trademark Graphics. With a focus on color separations, drum scanning, prepress, photography, graphic design, and production, we catered to printers, ad agencies, and businesses far and wide we were one of the 4 top Service Bureau’s in San Diego.

In 2009, I decided it was time for another chapter. A long-term employee and I joined forces to co-found The Production Studio, one of San Diego’s premier graphics companies specializing in Web, Print, Large Format Printing, Vehicle wraps, and wrap design. We left our mark on the industry.

Then, in 2015, I ventured out on my own once more, founding 619 Creative. This time, my focus was mainly on graphic design and web design, two things I truly loved.

But the story doesn’t end there. Before joining the Fish Tail Media team, I had the opportunity to work at Viejas Casino & Resort. From 2021 to 2024, my duties included email design, web design, video production, photography, casino signage, mailers, and promo design. I handled absolutely anything that could be imagined in the graphic design industry.

Throughout my journey, I’ve worn many hats, but one thing has remained constant: my love for design and the industry.

I am a multitasking Design Ninja, and I simply love this stuff.

About Me

I’m thrilled to serve as the Media Director at Fish Tail Media. My life has revolved around the design, print, and web industry, and my love for design has been the guiding force throughout my journey.

Biography

My career in the industry commenced in 1990 as a press operator at a small print shop in Downtown San Diego. In 1992,
I was offered a position in the art department at a major label manufacturing company called Kieran Label Corporation. Within two years, I advanced to the role of Art Director.

In 1999, I decided to start my own company. Thus, Trademark Graphics was born, specializing in color separations, drum scanning, prepress, photography, graphic design, and production. We catered to printers, ad agencies, and local and nationwide businesses.

In 2009, I partnered with a long-term employee, and together, we founded The Production Studio. Until 2015, we specialized in Web, Print, Large Format Printing, Vehicle wraps, and wrap design.

In 2015, I decided to go solo and founded my own company, 619 Creative, focusing mainly on graphic design & web design.

Before joining Fish Tail Media, I worked at Viejas Casino & Resort from 2021 to 2024. My duties included email design, web design, video production, photography, casino signage, mailers, and promo design. I handled absolutely anything that can be imagined in the graphic design industry.

I am a multitasking Design Ninja, and I love this stuff.