With deep roots in both advocacy and the corporate world, our leadership team has been the steady hand behind all stripes of campaigns, stories, brands, and movements.

Charlie Cardillo

President & Creative Director

Charlie is Underground’s founder, employing over 20 years of experience crafting creative strategy and campaigns for the broadest possible array of nonprofits, foundations and government agencies. Charlie has led creative development for some of the most memorable and effective campaigns in the nonprofit world. His deep experience in the advocacy space underpins Underground’s work and culture, serving clients from Earthjustice and the Union of Concerned Scientists to San Francisco Public Schools and the Silicon Valley Community Foundation. The campaigns he’s developed have helped to propel a number of campaigns into the media, placing issues on the political and social radar. Charlie holds a degree in English from SUNY Geneseo, and can be found birdwatching throughout Northern California on weekends.

Rochele Tanabe

Senior Art Director

Rochele combines over 17 years of know-how with a beautifully sensitive eye, with experience in  branding, art direction, and design development for the print and digital world. Her portfolio spans both civic and consumer projects, where she’s produced capital campaigns, editorial collateral, environmental design, and animation. Rochele is quick to understand creative strategy. But one of her greatest strengths is her ability to push designs in unexpected directions, which gains our clients more attention than they thought possible. In a phrase, Rochele makes beautiful things that move people to take action.

Before joining Underground, Rochele partnered with WCG as Senior Creative Manager, lead the creative vision and managed projects for Alterpop, a strategy and design studio, and executed award-winning designs on multi-disciplinary teams for The Office of Michael Manwaring, a design firm specializing in public works. She is an alumna of the California College of the Arts.

Eliana Sur

Vice President

Eliana makes things happen, in the best possible ways. She brings over a decade of experience marketing and managing global brands, spanning a breadth of industries. Partners include Samsung, Nike, Audi, Intel, and Autodesk. Eliana is insight-driven, data-responsive, and insatiably curious about people and the world. All of which means she knows how to dig deep to understand what makes your organization tick, and how to best tell your story. She has deep experience in brand marketing, content marketing, digital & social media marketing, account management, channel strategy, campaign development and management, strategic partnerships, events, payments, research and analytics. Yes— she does a lot.