Every day we have two simple choices:

 

1-Put out ideas that people will actually want to talk about and generate real business results.

 

2-Put out ideas that not only won’t generate conversation—but after we dump millions of dollars in media to get them in front of consumers, they'll actively avoid them, hitting the skip button in frustration and cementing their desire to steer clear of a brand that interrupts what they really want to watch.

 

So why would anyone go for 1?

 

Guess this has always been the story of my life.

 

I started as a banker back in my home country, Panama.

Why? Not sure. But I learned a lot.

Learned that even though finance wasn’t my thing at all, I knew how to be a customer.

 

Which led me to question everything––and change everything––generating conversation and real business results. 

 

And today that’s what I still do. Only in an industry I’m actually crazy about––the creative industry.

 

So yeah, I’m a former banker turned ECD leading earned creative at Golin, who’s obsessed with pop-culture driven, headline-grabbing work. Basically, choice #1.

 

Through my career I’ve been blessed to work at top U.S. creative shops such as GUT, Droga5, and Mojo Supermarket. 

 

I’ve been lucky enough to have the chance of leading creative and breaking the internet for the world’s top brands:

 

McDonald’s, Popeyes, Pepsi, Kraft Heinz, Ferrero, Tim Hortons, Under Armour, Coach, Death Wish Coffee, Truth Initiative, Anheuser-Busch InBev, WhatsApp and Facebook––breaking the internet by listing the iconic red couch from Jeremy Allen White’s Calvin Klein commercial on Facebook Marketplace. 

 

As a result of having fun, the work I’ve played with has been awarded multiple times by all international major festivals including Cannes, D&AD, Clio, One Show, Webbys, Shortys, LIA’s, New York Festivals, among others.

 

And it’s been featured on major news outlets like The New York Times, CNN, Fox News, The Washington Post, Hypebeast, Mashable, Buzzfeed, NBC, ABC, USA Today, the Jimmy Fallon Show, the Drew Barrymore Show, Good Morning America, TMZ and SNL. As well as major trade publications such as Adweek, AdAge, FastCo, The Drum and Campaign Live, to mention a few.

 

Other highlights in my career include being recognized by Business Insider's 30 Under 30 most creative people in Advertising, teaching Portfolio Classes at Miami Ad School NY, Miami Ad School Punta Cana, and The European Institute of Design in Milan (IED), as well as judging creative industry award shows such as The One Show, ADC, New York Festivals, AME Festivals, Creativity International, Ad Stars and The ADDYs.

 

In my spare time I play music and say really dumb things, which I also do during working hours.  And family dinners.

 

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