I was born in Caracas, the capital of Venezuela. From a young age, I developed a profound passion for pencils and graphic expressions, always striving to bring to life what I envisioned in my mind. After reaching 5 years old, my family relocated to a small, remote city in the south called “Ciudad Guayana”.

After completing high school, I enrolled in a Military Academy, this experience instilled in me the values of discipline and methodic work, which continue to shape my approach to everything I do until this day. Following my military service, I returned home and pursued a degree at Isaac Newton University, graduating with honors.

However, since my hometown was not renowned for its advertising industry, I began my career at a small design studio. After three years of exploring various facets of the advertising industry, including roles at a local newspaper, I decided to seek opportunities in the capital city of Caracas. I started making weekly trips to Caracas, showcasing my portfolio to different agencies on my free days. It was during one of these visits that I knocked on the door of PUBLICIS Venezuela, marking the beginning of my journey in the Venezuelan advertising industry.

Since then, I have had the privilege of working at prestigious agencies and global networks such as BBDO, Publicis, Leo Burnett, Saatchi & Saatchi, and most recently República Havas, alongside incredibly talented individuals. Through collaborative efforts, I have been honored with over 100 local awards and more than 15 international recognitions, including the Caribbean Festival, Fiap, Wave, San Sebastian, and the Clio Award. These achievements have only fueled my passion for making a positive impact through my work. I believe that powerful ideas can change lives, one at a time.

Throughout my career, I have held various roles, from Art Director to General Creative Director at two of Venezuela's leading agencies: ZEA BBDO, part of the renowned BBDO global network, and La Web, the largest digital agency in the country. My work has been featured in ARCHIVE magazine and other prominent publications.

One of the most rewarding aspects of my journey has been mentoring and guiding aspiring creative talents. I have served as a teacher at the Brother’s School of Creatives and co-founded Leo Burnett Venezuela’s Green University, dedicated to nurturing emerging talents in the industry. I have also delivered pro bono lectures at universities and festivals, inspiring countless students who are now pursuing careers in advertising both locally and globally.

Driven by a desire to give back to the Venezuelan advertising community, I have been actively involved with the Venezuelan Creative Circle since 2012, contributing to the growth and development of our industry. I have represented the Circle as a jury member in national and international advertising festivals. Now that journey continues as part of the US Creative Cir

However, my journey continues. In 2019, amid the challenges posed by the Venezuelan crisis, I made the bold decision to pursue new opportunities in the United States. I am committed to lifelong learning and growth, driven by a deep gratitude for all that advertising has given me, including my family, so far the best desition ever.

In 2013, I married the love of my life, whom I met while working at Leo Burnett, and together we are blessed with two children, Emiliana and Maximiliano. They are my greatest source of inspiration, and I dedicate all that I do to them and to my family.

It is all about ideas and hard work.

Pay attention to details and get attached to strategy and data.

This is what I believe in.

 

Good work takes time.

In this career, we are always running, fighting short deadlines. However, great ideas and excellent results take time. Achieve extraordinary work will take your 150% so no matter what job you deliver, always bring on your very best.

There is always another chance.

One Creative Director whom I admire a lot told me one day that Advertising is a re-match career, every day you have the chance to make it better because this business is about ideas, blank sheets, and sharpened pencils.

Creativity can transform human behavior

Beyond just a belief it’s a fact. It is the very purpose of design and ideas: to help people reach a better life. This is why I love content and advertising because what creatives and brands can do for others is incredible and wonderful.

 

You have to make it happen.

From my point of view, there are two kinds of people in this world, those who see life happen and those who make things happen. I would always rather be one of the second group, always pushing things, and moving forward, that's how you get it done.

Make it easy to read and nice to look at.

I believe in passion and detail. I am a pretty detail-oriented person with crafting and details on the execution, always thinking about what I can do to make it better because I am convinced that, in advertising, how you do it is as important as what you do.

Tell them all you know and give your best.

It is simple, you learn and grow more by teaching what you know than by keeping it from others, spread the word, inspire others, let them come to ask, and give them the best you have, you will only get stronger, a better person and never will stop learning.