All brands have a “why” that dictates the direction they’re heading to (otherwise they’re just a logo, not a brand).
My job is finding the most attractive and elegant way to communicate it to the world.
I 'm currently a freelance creative consultant working for both advertising agencies and client companies in the US, Europe and the Middle East. I am also Consultant Creative Director for BoutiqueHomes, an online hospitality startup; Acciona Producciones y Diseño, a multinational dedicated to design and create museums, exhibitions and events; and Loggistica, a crowdsource logistics startup.
From 2012 to 2014 I spent half my time between Europe and Brazil, working as creative director at The Heart Corporation, a creative boutique in São Paulo. Notable work at The Heart Corporation included the Brazilian relaunch of Playboy magazine and KFC, and campaigns for Johnson and Johnson. A creative highlight for that client was the "Seu carinho pode salvar vidas" film which had more than 3.5 million views in just 1 month, still their most popular video on YouTube ever, worldwide.
In 2011 I was executive creative director at Touch Branding, also in São Paulo, with overall charge of the Havaianas World Brandbook, among other projects.
In 2010, 2011, 2015 and 2016 I've been nominated candidate for the Spanish National Design Award, the highest achievable recognition to design and art direction in Spain.
In 2010 I creative-directed the successful online and offline election campaign for the present mayor of Seville, Juan Ignacio Zoido.
In 2009, I founded the first Research and Development Department in a spanish agency, to look for new ways to help brand building and communication via social networks and other online tools.
From 2006 to 2009 I led the communication of the Plan Andalucía Sociedad de la Información, one of the biggest information society plans in Europe, along with Alain Uceda, as partners and founders of Andalucía Lab Com..
From 1998 to 2006 I worked as art director and multidisciplinary creative in advertising, design, motion graphics, ephemeral architecture, brand strategy, and so on.
Between 1995 and 1998 I was creative director at Saatchi&Saatchi Madrid and Barcelona, Dentsu Madrid and McCann Erickson Madrid. And from 1993 to 1995 I was creative director at DDB in Chile.
In 1992 I travelled to Milan, to work in Ogilvy's european network, teaming with Christian Reuilly in Paris and Lluís Bassat in Barcelona.
From 1989 until 1992 I worked as art director in Ogilvy & Mather Worldwide, New York teaming up with creatives like Rick Boyko, Gordon Bowen, Parry Merkley, Ty Montague and getting to work with photographers like Richard Avedon or Annie Leibovitz.
I started in brand communication at Chiat/Day, New York (now TBWA\Chiat\Day) in 1988, the year when the agency was named "Agency of the decade" by Advertising Age, learning from advertising masters such as Bill Hamilton, Lee Clow, Nick Cohen, John Butler, Mike Shine and directors David Fincher or Ridley Scott.