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It is not what
I have done.
It is what I still have
left to do.

Creative Director in Barcelona for brands that need judgement, systems and decisions.

( see how I think )

I build
the language your
brand will use to speak
for years to come.

Request a diagnostic
See how I work

No commitment · I reply within 24h

your brand is saying this

My work is not always seen. But it is always felt.

watch reel · 30 sec

Creative direction services

Every project starts differently.
But they all end in the same place: strategic clarity.

The problem is not talent. It is the lack of direction. I step in, order the decisions and align the team with execution.

See if we are a fit

AI multiplies options. But more options without judgement are just more noise. I use technology to explore faster and decide better.

See how I apply it

You do not need more campaigns. You need a system. I define the rules so your brand works without someone having to explain them every time.

See if you need it

Impact, brands and proof

+15

years building judgement.

+50

brands looking for one clear idea.

3

disciplines: strategy, direction, execution.

1

thing in common: strategic clarity.

What a brand cannot name, it cannot build. And what is built without judgement does not last.

Brands that understood the product was not the problem.

Anecoop Ariston Arsys BankBoston Bellsouth Bimbo JLL Bodegas Carrau Boehringer Canalejas Canarias Carrau y Cia CDM Jupiter Coca-Cola Danone DYC ECE Epson Estrella Kia

+ 5 international advertising and creativity festivals.

El Sol Festival FIAP Cannes Lions El Ojo de Iberoamérica Creative Circle

Before you create, you have to understand.
Before you understand, you have to...

01 listen

detect what is not being said.

02 think

remove what gets in the way.

03 create

give shape to what
does not exist yet.

04 direct

build systems, not pieces.

Now you have seen how I think.
Now let us see whether it makes
sense for your brand.

You do not need more ideas. You need a decision.

Tell me what is happening.
I will give you an initial reading.

To understand whether the problem is what you are saying, how you are saying it, or where you are saying it.

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No generic bot answers. I run your challenge through the filter of Un brief como Dios manda: I cut the fluff and give you a real strategic map.

If you are looking for execution, there are thousands.
If you are looking for judgement, this is where the right conversation begins.

Start the conversation