Work
MouthPad^
Digital access is not access if the body cannot reach the interface.
A mouth interface for hands-free digital control.
Creative Director, co-directed — Humanizing the technology
- Cannes Lions, Grand Prix, Innovation
- Cannes Lions, Silver, Health & Wellness
- Cannes Lions, Shortlist, Titanium
- CES Innovation Awards, Honoree, Accessibility & AgeTech
Vanishing Emails
Promotional emails expire, but their footprint does not.
A tool that makes expired promotional emails disappear.
Creative Director, co-directed — Concept, logic and meaning
- Cannes Lions, Bronze, Innovation
- Cannes Lions, Shortlist, Titanium
- El Ojo, Silver, Innovation
- El Ojo, Silver, Digital & Social
Bank on Equality
The wage gap was treated as a statistic, but lived as missing financial value.
A banking action that returned value equivalent to the wage gap.
Creative Director — Concept development and cultural strategy
- Cannes Lions, Bronze, PR
- El Ojo, Best Idea, Peru
- Clio, Silver, Public Relations — Cause Related
- Clio, Bronze, Public Relations — Corporate Image
- El Ojo, Gold, Direct
- El Ojo, Silver, Sustainable
Hey! He Is Not a Kid
Online grooming hides behind false identity: trust forms around the surface.
A football intervention exposing online identity deception.
Creative Director — Creative direction and cultural context
- Clio Sports, Gold, Social Good
- Clio Sports, Silver, Gameday / In-Game Experience
- New York Festivals, Gold, PR — Events & Stunts
- El Ojo, Bronze, Sport
- El Ojo, Bronze, PR — Corporate Social Responsibility
IRBIN
The moment of classification is where people hesitate, guess or fail.
An intelligent recycling object that helps classify waste.
Creative Director — Concept, creative and technical logic
- Bronze, El Ojo Innovation
Behind The Fear
Violence was hidden inside a channel built for ordinary communication.
A hidden-message mechanism inside email.
Creative Director — Concept, technical direction and meaning
- Bronze, El Ojo Innovation
The rules hadn't been written yet and you had to invent them as you went.
About
I'm a Creative Director working from what others miss.
I work at the intersection of creativity, technology and culture. That intersection made me AI-proficient, not as a prompt engineer, but as someone with a method: thinking alongside the machine rather than directing it.
I find the overlooked tension, the hidden behavior, the unspoken contradiction. Then I stay with it long enough to turn it into something people can use, see or feel.
Bring me in when the idea is promising, but not yet clear enough to survive reality.
Experience
Garnier Agency
Creative Director · 2025–2026
Organizing the work, strengthening the team's judgment, pushing ideas that could hold up outside the market they came from.
VML
Senior Creative Director · 2021–2025
Keeping the standard high. Pushing ideas further, keeping the craft honest through tight deadlines, long meetings, creeping doubt.
Freelance
Creative Consultant · 2019–2021
Close to the center of projects. Before the deck, before the campaign, when the idea didn't quite know what it was yet.
TRUE
Associate Creative Director · 2016–2019
Small teams, clients like Adidas and Citroën. Not every important chapter makes noise. Some just tune your eye.
MullenLowe Group
Creative Director · 2014–2015
Leading 35 people through internal change. Deciding faster, holding on to what made each idea worth the fight.
Liquid Digital Agency
Executive Creative Director · 2014
50 people, PepsiCo, BBVA, Claro. Connecting speed, structure, and creative quality without losing judgment.
Wunderman
Creative Director · 2010–2013
Lima wasn't a smaller version of what I'd seen abroad. It was different terrain. Led the digital transformation of Movistar.
AKQA
Copywriter · 2006–2009 · New York
Nike+, Visa, USPS. Learning from Rei Inamoto that creativity didn't have to stop at communication.
Crispin Porter + Bogusky
Copywriter · 2004–2006 · Miami
One of the agency's first interactive copywriters. The rules hadn't been written yet and you had to invent them as you went.