I learned to make work when the rules had not been written yet.
From Miami and New York to Lima, the work has stayed the same: find what others miss, give it shape and make it useful enough to travel.
Profile
I work from problems that do not quite add up: things others have walked past, openings that are not obvious until you stay with them.
My work as a creative leader is to make it easier for good ideas to show up, and harder for them to get lost. Raising the bar. Protecting the craft. Organizing teams around something worth building.
Way of Thinking
Reading between the lines of a brief. Cutting to what matters. Keeping standards under pressure.
The work is not only making things look intelligent. It is making something previously unclear easier to understand, use or feel.
Experience
Garnier Agency
Led the creative operation in Lima, raising the regional creative standard and strengthening the team’s judgment.
VML
Pushed ideas further, kept the craft honest and helped work survive tight deadlines, long meetings and creeping doubt.
Freelance
Worked with agencies and brands on strategy, creativity, narrative and idea development, close to the center of projects.
True
Led brand platforms, integrated campaigns and content for clients including Adidas and Citroën.
MullenLowe Group
Led a team of over 35 people during a period of internal change and competitive pressure.
Liquid Digital Agency
Led a team of over 50 people for clients including PepsiCo, BBVA and Claro.
Wunderman
Led the creative and digital transformation of Movistar, changing how people thought about the brand.
AKQA
Worked on Nike+, Visa and USPS, learning that creativity did not have to stop at communication.
Crispin Porter + Bogusky
One of the agency’s first interactive copywriters, creating without a manual while the rules were still being written.
Education
Royal College of Art
Creative Leadership
Central Saint Martins, UAL
Creative Direction
Miami Ad School
Portfolio Program: Copywriting + Design
Universidad San Ignacio de Loyola
Communications
Markham College
Cambridge IGCSE
Working With Me
Bring me in when the idea is good, but still needs help behaving.
I am useful when there is a tension to find, a case to build, a technical idea to make human, or a fragile creative direction that needs protection from meetings, doubt and very reasonable people.