Creative Director - Creative Consulting
Offline Sports, Orci, Cornerstone, Chemistry Cultura, Casanova/McCann.
Accounts: MLS, Acura, Conmebol, Nickelodeon, Audible, Jameson, new businesses
- Crafted brand guideline communications tailored for US soccer clubs.
- Crafted, produced, and supervised an official Conmebol documentary for the 2024 Copa America.
- Generated and nurtured creative concepts, overseeing teams from ideation to final execution.
- Collaborated on new business pitches.
August 2022-now
Accounts: Toyota, P&G, new business
- Led Toyota to be the leader in its category every year for seven consecutive years.
- Grew sales by 22% and achieved record numbers in its category
- Redesigned the way Toyota retail tv spots had been done up to then.
- Won the agency's first awards for a retail campaign.
- Contributed to winning new business pitches, like Southeast Toyota Dealers, Dignity Health, and Reliant projects.
- Designed very successful social media and digital ideas, increasing the qualified traffic rate by 2680% and the CTR by 74%.
- Partnered with General Market, African American, and Asian agencies to launch extensive multicultural 360 campaigns and spearheaded the creative team through every stage of the process: from ideation and conceptualization to pre- and post-production.
May 2015 - August 2022. Los Ángeles, California, United States
Freelance Creative Director - Creative Consulting
Deutsch L.A., R.P.A., Walton Isaacson, WeBelievers, Conill Saatchi & Saatchi, Casanova/McCann, SCPF N.Y., Grupo Gallegos, Acento.
Accounts: Lexus, Dr. Pepper, Arco, Nature Valley, L'Oreal, Wells Fargo, and new businesses
- Concepted creative campaigns and led creative teams from ideation to production.
August 2013 - May 2015
U.S. Hispanic Creative Circle I President
Circulo Creativo is a nonprofit association founded in 1999 to promote creative excellence and communication among professionals in the U.S. Hispanic advertising market.
- Co-created and co-developed the name, trophy design, and visual identity of the first creative award made and judged by creatives in the US Hispanic market.
- Directed and supervised the second edition of the award, overseeing every step of the process, from communication and big-picture planning down to the production of trophies, recruitment of sponsors, and event organization.
- Managed a Young Creative contest to send Hispanic representatives to Cannes, simultaneously helping a non-profit organization that brings refuge, education, and legal protection to homeless Hispanic kids.
June 2012 - June 2014. California, United States
Casanova /McCann I Creative Director
Accounts: Xbox 360, General Mills (Nature Valley, Hamburger Helpers, Big G cereals), Nestlé (Nescafé, Coffee Mate, Juicy Juice, Nesquik), Yoplait, Kohls, GSK laboratories (Aquafresh, Tums, Sensodyne), Miller Genuine Draft, Johnson & Johnson. Modelo Beer, Geico Insurance.
- Grew Nature Valley from a small OOH Hispanic billboard campaign to concepts and TV campaigns that outperformed results and were adopted in more than 70 countries around the world, increasing sales by 20%
- Orchestrated a successful activation for the UNICEF tap project initiative, partnering with agencies nationwide to provide drinkable water to kids in developing countries.
- Trained, mentored, and developed successful new young talent.
- Launched the first XBOX 360 campaign on the Hispanic market, the first platform for online gamers.
- Led new business pitches, landing big accounts such as Miller Lite.
August 2005 - August 2013. Costa Mesa, California, United States
Zubi Advertising I Creative
Accounts: Ford Motor Company, Miller Genuine Draft, New Business.
- Relaunched the popular Ford Mustang, conceiving and executing an effective 360 creative campaign inspired by the iconic ‘67 model of the muscle car.
2004 - 2005. Miami, Florida, United States
Concept Cafe Advertising I Associate Creative Director
Accounts: Discovery Networks (Discovery Channel, People & Arts, Discovery Kids, Travel & Living), Diageo (Johnny Walker, Vat 69, Smirnoff, etc.)
- Elevated the agency’s reputation, developing ideas that won over 60 national and international accolades in a year, a record in the agency’s history at the time.
- Conceived ideas that were published in creativity books.
2003 - 2004. Miami, Florida, United States
Downtown I Associate Creative Director / Sr Art Director
Accounts: Argentina Tourist Board, Mar del Plata Tourist Board, Radio Mitre, FM 100, Radio Continental, FM Hit, Solidaria Lottery, Yakult
- Drove the communication of Argentina as a worldwide tourist destination.
- Achieve an increase in external tourism of 15.4% in a year, which generated more than $2.2 billion for the local economy.
- Managed a team of 25 people, including creative and production departments.
2000 - 2003. Buenos Aires, Argentina
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ACTIVITIES:
2004/2005: Miami Ad School / Teacher
2008: Brother USA/Superschool Weekend Los Angeles (creative seminars) I Partner/co-organizer
2010: Brother USA/Superschool Weekend Miami (creative seminars) I Partner/co-organizer
2005 to 2010: Creative Circle of U.S. (Hispanic Market) I Representative for West Coast
2010/2012: Creative Circle of U.S. (Hispanic Market) I Vice-president
2012/2014: Creative Circle of U.S. (Hispanic Market) I President
2014/Current: Creative Circle of U.S. (Hispanic Market) I Board of Directors
EDUCATION:
Advertising (Bachelor's degree) I UCES/FAECC (Buenos Aires, Argentina)
Visual Arts (Master's degree) I Universidad de Buenos Aires (UBA) - (Buenos Aires, Argentina)
Creativity I Escuela Superior de Creativos Publicitarios - (Buenos Aires, Argentina)
Illustration I IATEP - (Buenos Aires, Argentina)
LANGUAGES:
Spanish I English
SKILLS:
Creative Suite (Adobe Illustrator, Adobe Express, Keynote, Photoshop, InDesign, Lightroom, etc), Windows Platforms (Word, Excel, PowerPoint, etc), A.I. (Midjourney, ChatGPT, Claude, Runway), Art Direction, Copywriting, Digital Art, Design, Branding, Social Media, Brand Development, Drawing, Leadership, Photography, Strategy, Problem Solving, Teamwork, Time Management, Business Development, Client Relations, Project Management, Storytelling, Brand Activation, Post-production Supervision, Content creation, Video Production, Typography, Experiential.