Andrés Herrera · Barcelona
Me.
It is not what I have done, but what I still have left to do.
Hi, I am Andrés. I have spent more than twenty years creating, orchestrating ideas and leading projects for brands, agencies and teams in different places. But who I am does not quite fit between the lines of a CV.
I was born in Uruguay, I live in Barcelona and I have learned by observing, listening and crossing cultures. I believe in honest relationships, in the collective intelligence of teamwork and in brands brave enough to connect with people for real.
I was born in Uruguay, so mate travels everywhere with me.
That is where I developed a taste for unhurried conversation and the habit of listening before speaking. I have lived in different countries and crossed cultures, oceans, kitchens, mountains and forests, but above all I have met people who changed the way I see.
Travel was never just a pastime. It was my school. Every place taught me that almost nothing has a single reading, and that understanding context is usually worth more than being right.
I was a competitive athlete and that discipline never left me.
Pole vault, decathlon, volleyball. I competed, lost and trained again. That instinct to persist, correct and try once more is still central to the way I work.
I also paint, write, cook and experiment with music. I enjoy my family, long conversations after a meal, living well and being around people. To me, creativity does not live only at a desk: it is in everything we do, in how we look, listen, try and allow what we experience to affect us.
That is why I value experimentation, exploration and living with curiosity. Creating does not begin when a brief arrives. It begins much earlier: in the way you move through life.
None of this is separate from how I think, decide or direct a project.
The athlete’s discipline
Competition teaches you to hold your focus when things get hard, to repeat until it works and never confuse talent with consistency. My creative judgement also comes from that stubbornness.
The sensitivity to listen
Creating is not only about proposing ideas. It is knowing how to listen, detect nuance, understand tone and read what has not yet been said. I do the same with brands: first I understand their context, energy and truth. Then comes the idea.
The eye of an explorer
Living, travelling, trying new things and leaving the familiar strips away prejudice. That is why I look at every project from more than one angle before making a creative decision.