Pancho González isn’t just shaping campaigns — he’s reshaping how creativity works. As Chief Creative Officer and Co-Founder of Inbrax, based in Santiago, Chile, González has built a career grounded in empathy, bold ideas, and a relentless drive to tell stories that matter. 

As a Cannes Lions judge, his journey is marked by risk-taking, emotional insight, and a deep belief that creativity should be measured not just in clicks, but in human impact. In this candid conversation, González opens up about his process, inspirations, and the one thing he’d change in the industry today.

How did you first get into the industry?

I studied advertising and instantly knew I wanted to tell stories that could move people and make an impact. My first jobs were small but taught me the value of ideas and persistence.

Where are you based now and who do you work for?

I’m based in Santiago, Chile, and I’m the Co-Founder & Chief Creative Officer at Inbrax.

What is your personal background and what role did it play in your career?

I come from a family that always encouraged creativity and critical thinking. That foundation gave me the freedom to take risks, challenge conventions, and explore ideas outside the obvious.

If you weren’t in your current industry, what would you be doing?

Probably storytelling through another medium — maybe film or writing.

Can you explain your creative process? What makes it unique?

I always start with empathy: understanding the real human insight behind a brief. Then I look for a simple but powerful idea and stretch it across media. Collaboration is key for me; great creativity is rarely a solo act.

How would you describe your style?

Bold, emotional, and always connected with the worldwide benchmark.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

I got inspiration from my son and my wife. As for heroes in the business: David Droga, Piyush Pandey, and Susan Credle have always inspired me — their ability to mix creativity with relevance is incredible. 

What tips would you give to aspiring creatives looking for work?

Be persistent, stay curious, and never stop refining your voice. Your portfolio should show who you are, not just what you can do.

What tips would you give to other professionals to get more clients?

Listen more than you talk. Understand your client’s real problems and be their creative partner, not just a service provider. And look for clients where none is looking for. 

Can you share a memorable experience from your career journey that shaped your approach to creativity?

Definitively being on the jury for the first time in Cannes, that really shaped where I’m now. 

What kind of tools/kit/software could you not do without?

A notebook, my MacBook, Google, Chat GPT and Adobe. 

What’s your secret to staying inspired and motivated?

Curiosity. I’m constantly learning from books, travels, conversations, and even random moments. Meeting new people everyday. 

What’s the work achievement you’re most proud of?

Launching "Prevention Unboxer" — a creative solution that helped raise awareness about testicular cancer prevention in a way that was both powerful and accessible.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

AI-assisted creativity, purpose-driven brands, hyper-personalized content, and the return to authentic storytelling.

What do you think sets apart truly exceptional creatives from the rest of the pack?

Resilience. Exceptional creatives push boundaries, question everything, and put their soul into the work.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

Technology has democratized creativity and opened new formats to explore. I see it as a tool, not a threat — we just need to use it with a strong human purpose behind it.

What is the one thing that you would change about the industry?

I’d make creativity the real metric of success again, not just efficiency or trends.

Any websites, books or resources you would recommend?

Books like "The New Arts of Ideas" by Robin Landa, "Great Minds Think Unlike" by Peter Ampe, and platforms like Lüerzer’s Archive, Creativepool, LBB, BestAdsOnTV and AOTW.