Hi There!
I am a hands-on creative with a sweet tooth for strategy. Whatever challenge is there to tackle, I will find a way to nail it. How.. you may wonder. Simple: I have a passion for people.
By understanding people, we will be able to create the best experience, brand or product.
Either working independently or while leading a team, I make sure to add value to the brands, companies and people I work with. My main areas of expertise are: branding, message crafting, omni-channel campaign deployment, insight research, storytelling, and trans-creation. I have solid experience working for FMCG, tech, beauty, personal care and pharma.
By understanding people, we will be able to create the best experience, brand or product.
Either working independently or while leading a team, I make sure to add value to the brands, companies and people I work with. My main areas of expertise are: branding, message crafting, omni-channel campaign deployment, insight research, storytelling, and trans-creation. I have solid experience working for FMCG, tech, beauty, personal care and pharma.
Understanding cultural practices ingrained in different communities has transformed me into an ethnology enthusiast who seeks for authentic insights and engaging ways to express them. Or a truly international creative director, if you prefer.
I love words, data & films. I believe they connect us. You can read all about it in my published chapter “Netflix at the Nexus” (Peter Lang Publishing, 2019).
When I'm not working, I dance lindy hop and practice body combat. I'm convinced comms should be the same as a great punch: powerful and precise. I teach as a guest lecturer back home and I adore catching up with friends over dinner. You can find me obsessively writing in a Brooklyn café, blogging about my travels on Bites & Kms & LatidoBeat where I tell stories about people and places through food.
When I'm not working, I dance lindy hop and practice body combat. I'm convinced comms should be the same as a great punch: powerful and precise. I teach as a guest lecturer back home and I adore catching up with friends over dinner. You can find me obsessively writing in a Brooklyn café, blogging about my travels on Bites & Kms & LatidoBeat where I tell stories about people and places through food.
Orchid Barcelona
Phibious Vietnam
Ogilvy & Mather Singapore
In a Nutshell...
I kicked it off in McCann Montevideo as a Creative Copywriter. A couple of years and nautical miles later, Phibious Vietnam appointed me as Creative Group Head for Google, launching its first consumer-facing campaign. In 2015 I moved to Stockholm to study my MA in Communications and Cultural Analysis. My final research landed me a book deal. Back in Asia, Ogilvy & Mather Singapore brought me onboard as an Associate Creative Director for Pond’s (Unilever) to help reshape its global comms platform. I joined Orchid Creation as a Group Creative Director, first in Barcelona and later on in New York City, to expand its strategic and storytelling capabilities, growing the company's presence in the US and Americas. I worked as a Freelance Associate Creative Director, all things Spanish and biologics, with McCann Health New York, focusing on the Hispanic community in the US.
Currently, I am a Creative Director in TBWA\Chiat\Day New York always eager to create the next cultural disruption.
Currently, I am a Creative Director in TBWA\Chiat\Day New York always eager to create the next cultural disruption.
Experience & Clients
Creative Director - TBWA\Chiat\Day New York
2022 - Present Main Clients: The Health Collective, Moderna, AstraZeneca, Merck, Moderna, AmGen, Black Health Matters.
Freelance Creative Director & Brand Strategist - New York
2019-2021 - Main Clients: East of Normal, Cubocc, McCann Health -AstraZeneca, Janssen-, FÓRMULA, Won75.
Group Creative Director - Orchid Creation New York
2018-2019 - Main Clients: Google US (YouTube, Android, Google Play), Benefit Cosmetics, Kai OS.
2022 - Present Main Clients: The Health Collective, Moderna, AstraZeneca, Merck, Moderna, AmGen, Black Health Matters.
Freelance Creative Director & Brand Strategist - New York
2019-2021 - Main Clients: East of Normal, Cubocc, McCann Health -AstraZeneca, Janssen-, FÓRMULA, Won75.
Group Creative Director - Orchid Creation New York
2018-2019 - Main Clients: Google US (YouTube, Android, Google Play), Benefit Cosmetics, Kai OS.
Creative Director - Orchid Creation Barcelona
2017-2018 - Main Clients: Coca-Cola Europe (Honest Organic, Smartwater, AdeZ, Fuze Tea, Aquarius)
2017-2018 - Main Clients: Coca-Cola Europe (Honest Organic, Smartwater, AdeZ, Fuze Tea, Aquarius)
Associate Creative Director - Ogilvy & Mather Singapore
2016-2017 - Main Clients: Unilever (Pond's, Dove, Comfort), Electrolux
2016-2017 - Main Clients: Unilever (Pond's, Dove, Comfort), Electrolux
Creative Group Head - Phibious Group Vietnam
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
Creative Content Writer - Phibious Group Vietnam
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
2014-2015 - Main Clients: Cola- Cola (Cola-Cola, Sprite) Google (Search, G App, YouTube, thinkwithgoogle)
Senior Copywriter - McCann Montevideo
2013-2014 - Main Clients: Cola- Cola (Cola-Cola, Sprite, Fanta) L'Oreal, Maybelline, General Motors, Orquesta Filármonica
2013-2014 - Main Clients: Cola- Cola (Cola-Cola, Sprite, Fanta) L'Oreal, Maybelline, General Motors, Orquesta Filármonica
Copywriter & Project Manager - IdeasLab Uruguay
2013 - Main Clients: Grupo Parisien Fashion (Parisien, Indian), AmBev (Stella Artois), Bayer (Yaz, Yazmin, Tabcim)
2013 - Main Clients: Grupo Parisien Fashion (Parisien, Indian), AmBev (Stella Artois), Bayer (Yaz, Yazmin, Tabcim)
Freelance Translator - TransPerfect Solutions
2013-2015 - Main Client: Akzo Nobel (Inca, Alba)
2013-2015 - Main Client: Akzo Nobel (Inca, Alba)
Creative and Communications Theory Professor - Universidad Católica Del Uruguay
2012-2014
2012-2014
Creative Copywriter - Young & Rubicam Uruguay
2011 - Main Clients: BSE, Ministerio de Turismo, TCC
2011 - Main Clients: BSE, Ministerio de Turismo, TCC
ACD ONE CLUB OF CREATIVITY 2023
El Empresario - El Pais Uruguay
TEDXUNL 2021
ShoutoutLA
Oceano FM - Uruguay
NYFA 2019
Creative Pool - Branded Content 2019 Jury
WINA 2022
Cafe & Negocios - Uruguay
PNNX 2023
SEA Campaign Asia Independent Agency of the Year 2014
El Observador - Uruguay
SANNIS 2023
Some Humble Brags
Being from Uruguay always implies being also the first at something.
"Oh, you're the first Uruguayan I know" people usually tell me, followed by "Is Luis Suarez the famous football player from Uruguay?", "Your president drives his own car, right?"
I'm already used to that. But I refuse getting used to be known only for that.
We are a small country, but giant in potential.
We are a small country, but giant in potential.
Uruguay thrives in creativity and pioneers in progressive and inclusive approaches to business, lifestyle and culture. With my work, passion and "Uruguayan-ness" I'm in a worldwide crusade to make sure the world knows about it.
I had the wonderful opportunity to share my creativity findings and my interpretation of its genesis in TEDxUNL, Argentina, share my thoughts about the industry in newspapers and portals such as El Pais, El Observador, MontevideoPortal and ShoutoutLA, and was able to contribute to lift our Industry quality and performance by judging NYFA, LIA, WINA, Annual, SIA, ACD The One Club of Creativity, Saniss, Adforum and Indigo Awards.
My work has been recognized in Cannes Lions, Campaign Asia, Effie Awards, Cámara de Anunciantes del Uruguay and has been featured in Ads of the World, Google I/O, The New York Times, LatinSpots, AdWeek, Advertising Age, Campaign Asia, AdLatina and much more.
I had the wonderful opportunity to share my creativity findings and my interpretation of its genesis in TEDxUNL, Argentina, share my thoughts about the industry in newspapers and portals such as El Pais, El Observador, MontevideoPortal and ShoutoutLA, and was able to contribute to lift our Industry quality and performance by judging NYFA, LIA, WINA, Annual, SIA, ACD The One Club of Creativity, Saniss, Adforum and Indigo Awards.
My work has been recognized in Cannes Lions, Campaign Asia, Effie Awards, Cámara de Anunciantes del Uruguay and has been featured in Ads of the World, Google I/O, The New York Times, LatinSpots, AdWeek, Advertising Age, Campaign Asia, AdLatina and much more.