I've spent more than 15 years in advertising doing one thing: making work that can’t be ignored.

I started as a Junior Art Director in Venezuela, at Publicis, then Saatchi & Saatchi, and worked my way up to Creative Director at Leo Burnett, where I spent almost 10 years helping build the #1 creative agency in the country. Then came BBDO, where we broke the all-time agency record at the ANDA Festival in year one. Then La Web, where I led a creative team of 60+ and sat on the board of directors. Then Miami.

Relocating during COVID wasn't easy. But it led me to Republica Havas, where, over the last four years, I've helped take the agency from a respected local shop to the #1 most awarded agency in Florida, #15 in the U.S., and #30 in the Americas.

The campaign I'm most proud of — in all these years of work — is The Missing Review. We built it for a nonprofit called Amigos for Kids, on almost no budget, using AI prompt engineering to generate 1,000+ hyper-personalized missing child reports disguised as Google and Yelp reviews near where each child was last seen. It reached 179.8 million people, generated $6.2 million in earned media value, and contributed to the removal of 64 children from the missing list. The New York Times, NBC, ABC, CBS, Apple News, and Univision covered it. Cannes, D&AD, The One Show, Clio, and El oJo de Iberoamérica recognized it.

I'm also an AI-native creative director. I don't use generative tools as a shortcut; I use them as a creative language. Image generation, video, prompt engineering, workflow automation. The Missing Review wouldn't exist without it. Neither would a lot of what I've made in the last two years.

120+ international awards across Cannes Lions, D&AD, The One Show, Clio Awards, El Ojo de Iberoamérica, Wave Festival, New York Festival, FIAP, London International Awards, and Lürzer's Archive, among many others. Not because I chase awards, but because I believe great work deserves to be seen.

I lead with concept and art direction, but what I actually do is build creative cultures, places where people feel valued enough to bring their wildest ideas, where bold thinking is protected instead of watered down, and where the work is impossible to ignore. Leo Burnett once said the most valuable thing in any agency is what rides the elevator. I've believed that my whole career.

When I'm not making ads, I'm working with el Círculo Creativo USA Miami as regional Co-Leader, surfing, making digital art, or spending time with my wife, Carolina, and our two kids, Emiliana and Maximiliano. This city suits us well.