I was born in Buenos Aires and spent almost all my career at Mother, one of the most creative independent companies in the world.

I’ve lived and worked in three continents and four countries, and when it was time to get back home, I brought a little bit of London with me in the form of an agency called Madre, the Latin-American office for Mother.

In all those years, I had tons of fun playing CEO in the morning and CCO in the afternoon. I also enjoyed talking to lawyers and accountants while making sure the homemade cookies were ready for the pitch. That made me arrive to the realisation that advertising was just the excuse I used to express myself.

I apply creativity to everything I do, from setting the right environment for the birth of outstanding work to think of how to make a boring catch up an unforgettable one. After all, the best creative only happens in the right environment, an environment where you feel safe enough to say anything that crosses your mind without feeling judged or silly.

My real passion is people. If I’m in a meeting, the terms ‘audience’ or ‘community’ are not used. These are people, individuals like you and like me, and to make them feel something, we need to be able to connect at a personal level. When they wake up in the morning, the last thing on their minds is the content we create or what a brand wants to tell them.

So, how do I manage to spread the messages I believe the world needs, using brands as my vehicles? How do I get their attention? And what can I do to make a small difference in their lives and mine? These are the questions that have defined my career and continue to excite me every day.

And changing the world, of course. Otherwise, I wouldn’t dare to call myself a creative.