An overarching Summary

Serious about work. Silly about life. I'm a multidisciplinary bilingual (English/Spanish) creative director based in New York City, with 14 years of omnichannel advertising experience in the US and Latin America. My experience spans TV, radio, print, branding, digital, social, experiential and retailer-specific shopper projects across a wide range of industries including automotive, luxury, QSR, telecommunications, financial, hospitality and CPG.

My Management Style

Empowering, not Gatekeeping

More building up. Less tearing down.
When it comes to my management and mentoring style, I’m all about inspiring confidence, independence, collaboration, and a healthy splash of lightheartedness whenever possible. (After all, creative is stronger when the team’s having fun). I encourage folks to try things out and see what happens. I strive to make creatives feel safe following their gut. I remind them to defend what they believe in, armed with a strong rationale. And rather than axe a whole idea because of what doesn’t work, I prioritize building upon those nuggets that do work—always providing a clear rationale for why I’m thinking what I’m thinking.

Why You'd Want To Work With Me

#1: Across-The-Line Expertise

I’m a Renaissance ad-man!
I’ve worked across TV, Radio, Shopper (Pre-Shop, In-Store, Post-Shop), Experiential, Digital, and all that fun stuff—which means I can write and concept across numerous channels, and am perfectly capable of zooming in to fine-tune the nitty gritty channel-specific details, or zooming out to adjust, adapt and direct the overarching campaign’s big picture, manifesto, and oh-so-sexy client-facing presentation deck.

#2: Equal Parts Creative & Strategic

Because a good copywriter doesn’t just copywrite!
No, I don’t just write pretty. I take pride in speaking strategy and design too! I’ve studied my way through research methods, anthropology and cultural psychology, as well as visual arts including painting, sculpture, conceptual art and 3D design—and more recently: Photoshop, Illustrator, InDesign and Premiere.

#3: Multi-Brand Master

Experience writing for multiple brands = Experience writing in multiple voices!
The voices in my head definitely help—but that’s not the point. With experience handling automotive, financial, CPGs (of all sorts, even Kotex) I’m pretty much a pro at adapting to whatever voice and tone the situation calls for. All copy can be punchy—even the serious stuff! Scroll down for a grid of some of the brands I've written for.

#4: Cross-cultural Copywriting

Two copywriters for the price of one!
I’m fully fluent in English and Spanish, and have copywritten in both languages since I entered the industry back in 2010. I’ve built campaigns in English, Spanish, and in between (i.e. bilingual!). So whether we’re talking about cross-cultural marketing, transcreation, translation, campaign adaptation or whatever you call it at your agency/company/studio/toilet stall—odds are I’ve done it and am more than familiar with the do’s and don’ts. Only need an English-writing creative director? That’s fine too.

#5: I’m Also Not A Dick

This matters. A lot.
I’ve worked with pretty solid people. And I've worked with some not-so-lovable people. Solid folks make everything better—and, well, I hope I’m one of them. I'm the kind of guy who aims to build up an idea—not judge it. Who won't take projects personally. Who'll do his best to keep his ego at bay, and collaborate, and not steal someone’s thunder, and make work that’s smart and good and works!

A Few Brands I've Worked On…