Creativity + Strategy + Advertising
Strategy and ideas, with just the right structure.
You already have teams, agencies, production companies and specialists.
My job is to make all of that work better together.
If something is missing, we bring it in.
I develop ideas with and without AI. I’ve been doing this for years; I know when to bring it in and when it isn’t needed.
The business before the brief.
The idea that connects with people.
The team the project needs.
Get it done, and get it right.
Radio Carve
Make the early warning signs of gender-based violence visible before they reach the headlines.
3 Baleros at Desachate 36 · Three times the impact of comparable content
Role Executive creative direction
Direction Make early warning signs visible before violence reaches the headlines.
Solution Content for Radio Carve focused on the early warning signs of gender-based violence.
El Observador
Turn the gender gap into journalistic content capable of building community and creating value for the media brand.
Effie · INMA Awards · Campana de Oro · Became an exclusive news subscription plan for women
Role Creative direction · Content direction
Direction Address the gender gap through journalism and community building.
Solution RompeCristales: journalistic content that became an exclusive news subscription plan for women.
ONU Mujeres · Ministerio de Defensa Nacional · Proyecto Elsie
Give visibility to the experiences of Uruguayan women in Peacekeeping Missions and attract new applicants.
Grand Campana de Oro in Content · Doubled applications to Peacekeeping Missions
Role Creative direction · Editorial content
Direction Put the experiences of Uruguayan women in Peacekeeping Missions at the centre.
Solution Editorial content for Stories of Peace, by UN Women and the Elsie Initiative.
Amnistía Internacional Uruguay
Make the absence of disappeared people visible again and mobilize support for Amnesty International Uruguay.
2 Gold Lions at Cannes · D&AD Wood Pencil · Grand Prix and Best Idea at Desachate · Helped secure additional funding for Amnesty Uruguay
Role Creative direction and copywriting · Print campaign
Direction Put the absence of disappeared people at the centre of the campaign.
Solution Missing Campaign, a print campaign for Amnesty International Uruguay.
Amnistía Internacional Uruguay
Bring the candidates’ positions on disappeared people to the center of the election campaign.
Gold Press Lion and Silver Design Lion at Cannes Lions · Shook up the presidential campaign
Role Executive creative direction · Advocacy campaign
Direction Bring candidates’ positions on disappeared people into the election debate.
Solution Portraits Against Oblivion, an advocacy campaign for Amnesty International Uruguay.
Castrol · JWT Shanghái
Simplify oil measurement in mopeds through an accessible, easy-to-use solution.
Cannes Lions finalist 2021
Role Creative and designer · Product innovation
Direction Solve oil measurement with an accessible, easy-to-use solution.
Solution The Oil Meter Cap device, developed for Castrol with JWT Shanghai.
Syty
Change the way construction debris is managed and create a circular economy system without disrupting day-to-day site operations.
Enabled more than half of the debris to be recovered · Best Digital Innovation 2025 at IAB
Role Executive creative direction · Circular economy and digital innovation
Direction Integrate circular economy into everyday construction operations.
Solution Material de Sobra: a system to recover value from construction debris.
ANII
Give visibility to 30 of Uruguay’s most innovative projects and bring them to a broad audience.
10 30-minute episodes broadcast on television · Featured some of the country’s most relevant companies
Role Creative direction and screenwriting · Innovation TV series
Direction Bring Uruguayan innovation to a broad audience through an audiovisual format.
Solution A series for ANII: 10 episodes of 30 minutes, featuring 30 innovation projects.
Pilsen Soul
Activate an alcohol-free beer at a festival associated with excess.
Idea recognized at El Ojo de Iberoamérica · El Sol · FIAP · Desachate
Role Creative direction and copywriting · Brand activation
Direction Activate an alcohol-free beer in a festival context associated with excess.
Solution Zero Toilet, a brand activation for Pilsen Soul.
Years of experience
National and international awards
Cannes Lions · D&AD · Clio · Effie · El Ojo de IberoaméricaUruguay’s Best Creative Director