About Me

Copywriter, Creative Director, and someone who still believes in the power of a truly good idea. Not the kind that fills a slide. The kind that starts something.

I’ve spent over 15 years thinking for brands, sometimes for the biggest names in the market, other times for the boldest. I’ve led teams, pitched hard, won some awards, lost a few battles, and learned that what matters most isn’t the title or the brief, it’s enjoying the work behind the work.

I’ve written reggaetón lyrics (even though I’m more of a rock guy). Created a love story for grumpy truckers. Helped design motorcycle helmets to prevent accidents. Launched a 74 year old man out of a plane, on his very first flight, and made some of Latin America’s most successful TikToks for a brand, according to TikTok itself. (And no, I’m not the kind of person you’ll catch dancing on TikTok.)

What do I want now?

To keep creating ideas that people feel. That make a brand move, or a person pause. Ideas that slip into the culture, the kind that make someone say, “Did you see that?”

I’m not done learning. Not even close. But I know the kind of work I want to build, the kind of teams I want to lead, and the kind of stories I want to tell.

This site is a snapshot of that journey, some ideas that made a difference, some that made me proud, and a few that did both.