Hi.
I’m a copywriter and writer with a deep passion for communication and a critical perspective on the role of advertising industry in today’s society.
This is a small sample of the work I’ve done throughout my career from trainee to Chief Creative Officer at agencies like Leo Burnett, Sancho BBDO, Sístole, and DDB; and as Co-Founder of LA*LIBERTY for brands such as Coca-Cola, McDonald’s, P&G Davivienda Bank, Red Cross, Pepsi , Avianca, Terpel, Visa, Adidas, Claro, among others.
My focus has always been on leveraging the power of communication to drive meaningful business results for brands while crafting messages that positively impact society and culture.
Over the years, my work has earned more than 100 awards and recognitions at local and international festivals, including Effie, Cannes, El Dorado, El Ojo, Fiap, New York, and London Festivals, among others, and also been featured in prestigious blogs and publications such as Archive Magazine. Also, I’ve served as a jury member in both local and international festivals.
That said, my perspective on awards has evolved. While they remain a valuable benchmark for creativity, they have increasingly become an end in themselves rather than the natural result of outstanding, day-to-day work. Too often, they’re driven by fake ads that lack real impact on consumers or clients' business results—a waste of time and money that ultimately harms our credibility as professionals, and can no longer serve as a true measure of someone’s skills or experience.
Over the years, my work has earned more than 100 awards and recognitions at local and international festivals, including Effie, Cannes, El Dorado, El Ojo, Fiap, New York, and London Festivals, among others, and also been featured in prestigious blogs and publications such as Archive Magazine. Also, I’ve served as a jury member in both local and international festivals.
That said, my perspective on awards has evolved. While they remain a valuable benchmark for creativity, they have increasingly become an end in themselves rather than the natural result of outstanding, day-to-day work. Too often, they’re driven by fake ads that lack real impact on consumers or clients' business results—a waste of time and money that ultimately harms our credibility as professionals, and can no longer serve as a true measure of someone’s skills or experience.