CREATIVE DIRECTOR

At anónimo, I stepped into a new chapter — consolidating my role as a regional creative leader, overseeing multidisciplinary teams and building omnichannel strategies across Latin America.

I didn’t just conceptualize and write campaigns.
I designed ecosystems where every channel played a unique role, ensuring creativity elevated the consumer experience rather than simply repeating messages.

One of my biggest challenges was working with Johnson & Johnson (Neutrogena and Lubriderm), where I led the creative agency in charge of defining the brand’s voice and vision for the entire region — aligning communications across multiple LATAM markets.

What made this possible wasn’t just creativity — it was my deep understanding of client relationships.
Thanks to my background in both creativity and accounts, I gained the trust to push work further than expected.
That’s how we brought to life bold initiatives like Neutrogena’s Pride campaign, breaking norms in a category known for playing it safe.

It was also at anónimo where I began to unlock the true power of AI as a creative tool,
using platforms like ChatGPT, Midjourney, Adobe Firefly, and Runway to enhance concepts, visualize ideas at lightning speed, and take campaigns and presentations to entirely new levels.

From crafting narratives to generating hyper-realistic visuals, AI became not just a tool, but an extension of my imagination, helping me go further, faster, and with greater impact.

I also led strategic and creative work for Grupo Lala, Nestlé Ice Creams, BIC, and Hasbro, and developed campaigns for Hotel Xcaret México, Tecnológico de Monterrey, and Ricolino, with both local and global reach.

I was directly involved in the pre-, production, and post-production of over 20 campaigns — filming in Mexico and Colombia, ensuring the execution remained true to the original vision.

Beyond the work itself, I contributed to major pitches and led ideas for global festivals like Cannes Lions, Effie, and Clio, constantly pushing the work to compete on the world’s biggest stages.

Anónimo sharpened my ability to lead at scale, to harness new tools with purpose, and to redefine creativity, not just as inspiration, but as innovation that connects.