Strategic Consultant and Creative Director.
I work on focused campaigns and strategic projects where communication and creativity can transform a business, brand or organization. I can work independently or build the right team for each challenge.
Creativity · Strategy · Tailored teams · Challenges
Every challenge deserves
a strategy,
needs ideas and
the right people.
I turn brand and culture challenges into clear strategy, relevant narratives and actions that help people and organizations evolve.
01A way of working
Before proposing an idea, you need to understand what is needed. And look at the problem differently.
At a time when everything seems to move faster, the answer is not always to accelerate. Sometimes we need to pause, change perspective and discover an opportunity no one else was seeing.
My work begins by understanding where you want to go, organizing complexity and finding a direction that can take the brand, team or organization further.
01Understand the challenge
02Change the point of view
03Find a direction
04Use AI across the process to make it better
02Expandable consulting
AI applied to processesMore room for strategy.
More room for strategy.
Less time on bureaucracy.
I integrate artificial intelligence to enrich and systematize processes: organizing information, accelerating exploration, documenting learning and freeing teams to think, decide and create better. Technology amplifies judgement; it does not replace it.
I do not work so you can reach your goals.
I work so you can exceed them.
Sometimes a challenge needs an independent perspective. Other times it calls for a specific combination of strategy, creativity, design, content, technology and production.
I can work as a consultant or assemble the right team for the project: capabilities tailored to what you need to achieve—and exceed.
Tell me your challenge ↗03Selected work
Ideas recognized for their creativity, effectiveness and impact.
Radio CarveExecutive creative direction
ChallengeNews stories that anticipated acts of gender-based violence, showing that recognizing the warning signs can change the outcome.
Impact3 Baleros at Desachate 36 · Three times the impact of comparable content
El ObservadorCreative direction · Content direction
ChallengeA journalistic podcast recognized locally and internationally among the best in the world, focused on the gender gap, leadership and negotiation.
ImpactEffie · INMA Awards · Campana de Oro · Became an exclusive news subscription plan for women
UN Women · Ministry of National Defence · Elsie InitiativeCreative direction · Editorial content
ChallengeTrue stories from peacekeeping personnel transformed into illustrated narratives and storybook heroes.
ImpactGrand Campana de Oro in Content · Doubled applications to Peacekeeping Missions
Amnesty International UruguayCreative direction and copywriting · Print campaign
ChallengeAn idea that brought the memory of missing people into the present.
Impact2 Gold Lions at Cannes · D&AD Wood Pencil · Grand Prix and Best Idea at Desachate · Helped secure additional funding for Amnesty Uruguay
Amnesty International UruguayExecutive creative direction · Advocacy campaign
ChallengeAnalogue photographs that faded away to make presidential candidates’ positions on missing people public.
ImpactGold Press Lion and Silver Design Lion at Cannes Lions · Shook up the presidential campaign
Castrol · JWT ShanghaiCreative and designer · Product innovation
ChallengeA solution conceived in Uruguay and executed in Asia to make motorcycle oil changes more accurate.
ImpactCannes Lions finalist 2021
04Recognized experience
100+
More than 100 recognitions. Almost 20 years of experience. One way of working: with judgement.
National and international awards in creativity, innovation, communication and effectiveness.
Cannes LionsD&ADClioEl OjoEffie
Named Uruguay’s Best Creative Director twice
05Experience
Experience to read the context.
Judgement to decide what comes next.
I have led local, regional and global projects for brands, institutions and organizations.
Executive Creative Director and Partner
Alva Creative House
Strategic and creative leadership across communication, brand, content, positioning and impact projects.
Adjunct Professor
Creativity, advertising and critical thinking with new generations.
Innovation Director
Technology, creativity, sustainability and environmental transformation.
Consultant
Strategies and content focused on cultural transformation and triple impact.
Previous experience
Chief Creative Officer
Garabato MullenLowe · Paraguay
Creative leadership for regional and international brands.Associate Creative Director
MullenLowe Group · London / Global
Campaigns and special projects developed with multicultural teams.Executive Creative Director
Ginkgo MullenLowe
Leadership of integrated teams and campaigns recognized locally and internationally.Experience for
Antel · Renault · Unilever · Nestlé · Nespresso · Magnum · Rexona · Knorr · Uruguay XXI · Uruguay Innovation Hub · Amnesty International · ANII · IDB · UNICEF · Samsung · AXA · CCU · Megalabs · UN Women · Ministry of National Defence · Ministry of Industry, Energy and Mining · Coca-Cola · World Bank · Bill & Melinda Gates Foundation · AB InBev · Roche · Sanofi · Heineken · Presidency of Uruguay · OPP
06Education and CV
Universidad de la RepúblicaUniversitat de BarcelonaInteraction Design FoundationRare with GoogleDuke UniversityWharton