About me

As Head of Art, I lead the art direction and the visual and conceptual development of campaigns for local and global brands, ensuring that ideas evolve from their initial point into distinctive, culturally relevant, and consistently crafted work.

My role connects creative, strategy, production, accounts, and client teams to transform business opportunities into high-value creative proposals for brands. I actively participate in pitches, client presentations, design-driven proposals, and creative processes that combine concept, visual craft, strategic thinking, and production feasibility.

I also lead the agency's art direction standards across ATL, BTL, digital, social, activations, experiences, audiovisual content, and innovation projects. My responsibility is to ensure creative consistency from concept to final execution, raising the visual standard of the work and making sure every piece responds to the idea, the cultural context, the business challenge, and the competitive level of the industry.

A fundamental part of my work is focused on building and strengthening creative teams: discovering talent, mentoring art profiles, organizing creative groups according to each project's objectives, and managing people toward continuous improvement. I aim to shape a creative culture where people, ideas, and execution work in the same direction to drive agency reputation, team growth, business growth, and real impact for brands.

Over the last four years at DDB Colombia and TBWA Colombia, I have contributed to work recognized with more than 300 awards across some of the most relevant creativity, effectiveness, and craft festivals and platforms in the industry, including Cannes Lions, D&AD, WARC, London International Awards, Clio Awards, The One Show, New York Festivals, The Drum Awards, El Ojo de Iberoamérica, El Sol, El Dorado, Effie USA, Effie Latam, Effie Colombia, IAB MIXX, YouTube Works, and OFFF.

This collective work has also contributed to major agency achievements, business growth, and global recognition, including:

- Cannes Lions Top 20 Global Agency Ranking
- Top 5 in WARC Effective
- LIA Agency of the Year in South America
- LIA Agency of the Year in Colombia
- El Ojo de Iberoamérica Top 3 in Ibero-America
- El Ojo de Iberoamérica #1 Agency in Colombia
- El Ojo de Iberoamérica Best Local Idea in Colombia
- El Dorado Agency of the Year
- Effie USA Agency of the Year
- Continuous business growth within the agency
- Global business impact through projects such as The Golden Sun, developed for McDonald's Formula 1 sponsorship platform
- Best Idea in DDB's internal ranking with Clandestination
- Best Idea in DDB's internal ranking with The Golden Sun
- Top 2 Global Idea in TBWA's global agency ranking with The Golden Sun