AI + communication
Artificial intelligence has changed the tools we work with.
Not necessarily the problems we need to solve.
I use it as part of how I work: to research, explore directions, develop ideas, prototype, produce and find more efficient ways to bring ideas to life.
Not as a substitute for judgment.
As a tool to extend it.
Strategy
Researching, organizing information, exploring scenarios and speeding up processes.
Creativity
Opening up possibilities, developing concepts, visualizing ideas and testing alternatives.
Production
Prototyping and producing content that previously might have required different timelines, budgets or resources.
Teams
Bringing AI tools and processes into everyday communication and marketing work in practical ways.
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.
It's where AI can make the work better.
Sometimes that means using it a lot.
Sometimes a little.
And sometimes not at all.