I'm probably the first person ever to start my career as a Creative Director. Well, maybe there was a slight omission there. A Trainee Creative Director. Basically the Benjamin Button version of advertising. Not many people begin with a title that sounds like both a promotion and a disclaimer.
Since then, I've spent my career trying to earn that title properly. I've worked at some of the best national and multinational agencies, including Leo Burnett/Publicis, excentricGrey/WPP, Reprise Media/IPG and Tux&Gill, creating work that has earned awards and recognitions at Cannes Lions, El Ojo, ADCE, the Davey Awards, CCP, Premios M&P, Premios Sapo and Premios Eficacia, among others.
I believe in thinking out of the box, but always into the objective. For me, creativity only matters when it solves something. The goal is not to be unexpected at any cost, but to make the right answer feel surprising. That's where a good story comes in.
Storytelling is at the centre of everything I do. For me, a strong story, whether real or fictional, is the backbone of any piece of content, any idea worth making. It is what gives it shape, meaning and emotional force.
I tend to approach ideas with a director's eye and an obsession with detail, from the writing to the final cut: the frame, the pacing, the precision of a plot twist, the way a single beat or a meaningful silence can reshape a story. More than anything, I care about emotional impact. I want the work to make people laugh, catch them off guard, move them, and stay with them.
Because today, advertising, especially in the form of content, can no longer be seen as an interruption, but as a continuation of people's conversations. It has to earn its place by being culturally aware, emotionally honest and sharp enough to hold attention without forcing it.Authenticity is no longer a strategy, but a non-negotiable value.
I'm a strong believer in the creative potential of AI, especially in the hands of people with a clear sense of direction. I actively follow how the field is evolving, constantly experimentingwith new AI capabilities and curating the ones that genuinely add value.
AI tools accelerate exploration, surface unexpected routes, and make it easier to test anglesand tones earlier in the process. But when almost anyone can generate options, the real advantage shifts to judgment. The goal is not to arrive at the first solution, but to shape the right one,making the hundreds of small decisions that turn an idea into something precise.
That is why I see AI not as a replacement for human creativity, but as a tool that makescreative direction and strategic thinking even more decisive.
Whatever the tool, medium or format, the goal remains the same: to make work that feelstruly relevant and worth people's attention.