01 · SELECTED WORK

Ideas with a job to do.

A selection of work across brand, communication, innovation and culture.

News That Arrives on Time

Radio Carve

Role: Executive creative direction
The challenge: Make the early warning signs of gender-based violence visible before they reach the headlines.
What changed: 3 Baleros at Desachate 36 · Three times the impact of comparable content

El Observador

Role: Creative direction · Content direction
The challenge: Turn the gender gap into journalistic content capable of building community and creating value for the media brand.
What changed: Effie · INMA Awards · Campana de Oro · Became an exclusive news subscription plan for women

ONU Mujeres · Ministerio de Defensa Nacional · Proyecto Elsie

Role: Creative direction · Editorial content
The challenge: Give visibility to the experiences of Uruguayan women in Peacekeeping Missions and attract new applicants.
What changed: Grand Campana de Oro in Content · Doubled applications to Peacekeeping Missions

Amnistía Internacional Uruguay

Role: Creative direction and copywriting · Print campaign
The challenge: Make the absence of disappeared people visible again and mobilize support for Amnesty International Uruguay.
What changed: 2 Gold Lions at Cannes · D&AD Wood Pencil · Grand Prix and Best Idea at Desachate · Helped secure additional funding for Amnesty Uruguay

Amnistía Internacional Uruguay

Role: Executive creative direction · Advocacy campaign
The challenge: Bring the candidates’ positions on disappeared people to the center of the election campaign.
What changed: Gold Press Lion and Silver Design Lion at Cannes Lions · Shook up the presidential campaign

Castrol · JWT Shanghái

Role: Creative and designer · Product innovation
The challenge: Simplify oil measurement in mopeds through an accessible, easy-to-use solution.
What changed: Cannes Lions finalist 2021

Syty

Role: Executive creative direction · Circular economy and digital innovation
The challenge: Change the way construction debris is managed and create a circular economy system without disrupting day-to-day site operations.
What changed: Enabled more than half of the debris to be recovered · Best Digital Innovation 2025 at IAB

ANII

Role: Creative direction and screenwriting · Innovation TV series
The challenge: Give visibility to 30 of Uruguay’s most innovative projects and bring them to a broad audience.
What changed: 10 30-minute episodes broadcast on television · Featured some of the country’s most relevant companies

Pilsen Soul

Role: Creative direction and copywriting · Brand activation
The challenge: Activate an alcohol-free beer at a festival associated with excess.
What changed: Idea recognized at El Ojo de Iberoamérica · El Sol · FIAP · Desachate