I grew up in Puerto Rico, where culture isn’t something you study, it’s something you live. It’s also where I learned early that the most engaging ideas rarely come from a single point of view. It’s still how I approach the work today, part instinct, part organized chaos.
I was originally on a path to study architecture, interested in building things with purpose. I found my way into advertising instead, but the mindset stayed. The first idea isn’t always the right one, and sometimes changing direction is part of getting it right.
Over the past two decades I’ve shaped ideas and campaigns across cities like Miami, LA and NYC, constantly refining how I think and make, always chasing work that connects with real audiences, not just the industry talking to itself. Along the way, I’ve also spent time mentoring at Miami Ad School, challenging young creatives to stay curious and trust their instincts.
Outside of advertising, I’ve always been fascinated by things that move people. Cars have always been part of that, beyond looks, for what they represent, machines built to move, but also expressions of design, with soul and a sense of nostalgia. Music lives in that same space for me, which naturally led to a love for analog things, from the feel of a manual transmission to vinyl records and eventually to cofounding Miami Soundbar. It’s the same instinct that shapes the kind of work I’m after.
Curiosity tends to be the common thread, usually somewhere between analog instinct and emerging tech.
AWARDS
CLIO AWARDS
1x silver
3x bronze
2x shortlist
ONE SHOW
4x merit
4x shortlist
CANNES LIONS
1x shortlist
W3 AWARDS
1x best in show
7x gold
17x silver
LONDON INTERNATIONAL AWARDS
1x bronze
EL SOL FESTIVAL
2x bronze
1x finalist
CAMPAIGN US
1x power of purpose award
LISBON INTERNATIONAL AWARDS
1x silver
NEW YORK FESTIVALS
6x finalist
CREATIVEPOOL ANNUAL
1x silver
1x shortlist
PREMIO COLUNISTAS
1x gold
WEBBY AWARDS
2x honorees
DIGIDAY
1x best use of facebook
PR WEEK
1x award
AMERICAN ADVERTISING AWARDS
1x best in show
2x best in category
1x judge's choice
11x gold
16x silver
PRODU AWARDS
1x social responsibility
USH IDEA AWARDS
1x gold
1x shortlist
CUSPIDE FESTIVAL
1x silver
1x bronze
7x shortlist
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