BIO
Creative Director / Born in Quito - Based in CDMX.
With over two decades of experience in the advertising industry, I have worked for a wide range of clients in Ecuador and Latin America, developing diverse projects as creative director and executive producer, as well as film director and photographer. This has given me a solid understanding of the advertising ecosystem and its processes, while allowing me to deliver tailored projects that fit the client's needs.
Since 2023, I have been actively incorporating various AI generative imaging techniques in my works, expanding the horizon of creative possibilities in each project while seeking to maintain the relevance of the content created and the optimization of turnaround times as technology advances.
When I'm not working, I am devoted to contemporary art projects.
ASSISTANT PHOTOGRAPHER DANIEL LEHRER STUDIO
(ECUADOR)
CREATIVE RESEARCHER
& FILM EDITOR
VERTIGO FILMS
(ECUADOR)
STUDIES FILM DIRECTION
AT UNIVERSIDAD DEL CINE
(ARGENTINA)
MOVES BACK TO QUITO
FREELANCE ASSISTANT DIRECTOR
(ECUADOR)
FREELANCE FILM DIRECTOR
(ECUADOR)
FOUNDER & CREATIVE DIRECTOR
JUGO.CO
(ECUADOR)
MOVES TO MEXICO CITY
BORN IN
QUITO, ECUADOR
WORKS
WORKS
WORKS
WORKS
WORKS
Ecuador Chocolate Project - Brand identity, strategy, AI image generation, video production and photography for monthly social media campaigns.
In this project I had the chance to build the brand identity and social media strategies from scratch as it was a new brand that was going to be launched to the public in early 2024. The client had many crucial needs to be able to insert their brand in the market and at the same time show the essence of their chocolates, starting with a line of 3 mood chocolates that would eventually expand. Mediating between all these factors and a tight budget, being a family startup, I decided to generate a range of content in which we have studio photographs, images generated with AI and motion graphics videos in order to cover the different needs of the brand and its dissemination.
At a strategic level, I proposed to work the communication in phases in which we can first introduce the visual universe of the brand, then generate product recognition to continue expanding the brand's audience.
Creatively, I proposed the concept of: “In the mood for...” connecting the desire of the future audience with a variety of situations that connect pun intended humor and playful scenes with the consumption of chocolate and the 3 varieties the brand launched: Energy, Calm, Beauty. This concept would be applied to the conceptualization of the different visual materials, as well as to their copys, hashtags, etc.
Aesthetically, we have shaped the ECP world from a surreal nostalgia and witty humor, even a bit ironic at times, with which viewers can find in their collective unconscious many references to memory or sensory level that connect them with the brand.
After the first months the brand continues to grow steadily, has generated B2B contacts, through campaigns, which have allowed them to enter retail stores in Ecuador and participate in fairs and contests with which they are strengthening their brand day by day.
YPF - AI image and video generation, video editing and post production for a campaign pitch animatic.
In this project I was contacted to create an animatic with the objective of getting a key asset for a campaign pitch meeting with which the agency could transmit in a powerful way the concept, the story and the mood of the commercial they wanted to sell to the client. To do this I used several resources such as the generation of images and video with AI with various tools such as Midjourney, Kling and Runway, a search for complementary references and the necessary sound design to exemplify the entire creative process and ideas that were developed on paper.
Pony Malta (Ab InBev EC) - Visual identity development, executive production, film direction and post production manager.
This project was developed from my production house JUGO.co in conjunction with the agency Mullenlowe Delta (Ecuador) in which, after winning the production pitch, I had the creative freedom to build the entire visual identity of the campaign, produce and direct it. Pony Malta is an Ecuadorian malt energy drink for teenagers, so it posed several communication challenges in which the benefits of the product had to be shown without promoting the idea that the product is harmful to health or promoting excessive consumption, while displaying characters from the established target in activities that are out of the conventional and generate a great visual impact for the audience. After 2 months of intense work, the deliverables met all the expectations of the agency and the client, to the point that they expanded the campaign for 6 months more than proposed and then the creation of a subsequent campaign based on the material created by my production company.
Seguros Equinoccial - Visual identity development, executive production, film direction and post production manager.
With this campaign the client wanted to launch the first GPS-controlled car insurance in Ecuador. For this, the concept of “Novosapiens” emerged as a new human species, a more evolved one that embraces the future, both technologically and socially, alluding to the technological evolution of the insurance service in relation to an improvement in the driving practices of the users.
Based on this big idea, I proposed the idea that the campaign should be like a movie trailer of futuristic aesthetics, without losing the link with the reality of Ecuador. For this I developed characters and scenes that connect with the iconography of these concepts. Two months after the launching of the campaign, the sales expectation was exceeded by an additional 50% of the estimated sales.
CNT - Concept, visual identity development, executive production, film direction and post production manager.
This campaign was a total rebranding of the company, being the only national telecommunications provider in Ecuador, so the expectations and requirements were very high. For this I was part of the pitch in conjunction with the creative team of the agency Latido AD (Ecuador) that managed the account at that time. After the first brief meeting, we started working with the creative director on the concept, copy and visual universe to present. The creative deployment was based on the concept of “Lo que eres” (What you are), generating multiple universes that cover the targets of the brand through a manifesto style script that connects Ecuadorian identity with global pop culture.
Once the campaign was presented, the client decided to run it for 2 years and from then on their communication scheme was adapted to our proposed universe.
ITSCO - Script, concept and visual identity development, executive production, film direction, post production manager, original score and sound design.
The process in this project was quite interesting as the client, an educational institution, approached me under the premise to build a brand identity that could generate a sense of belonging to the institute, as they were looking for a greater enrollment. For this process I had carte blanche on behalf of the client, from the participation in the formulation of the fundamental identity slogans of the institute, as well as the script writing, conceptualization of the campaign and visual development, which they would later adopt for their future communication. In addition, I was in charge of the production, direction and creation of the spot, as well as the original score and sound design.
Mateo Kingman "Puerta de sal" - Script, concept, visual identity and character development, executive production, film direction and post production manager.
This videoclip was a commission requested by the artist Mateo Kingman for the release of the first single “Puerta de sal” from his second album “Astro”. Mateo approached me after reviewing several photographic and audiovisual projects I've worked on, finding a connection with his visual demands as an artist. The process of script writing, conceptualization and visual development as well as the construction of the characters took place over a month in which we were in constant conversations with the artist and my team to give visual form to his musical sensations. At the time of production, I decided to take a risk and do it in Super16 film, which brought even greater challenges, as there was neither the film nor the laboratories to develop it in Ecuador, but with a risky bet the whole video clip was made with 20 minutes of material, to later develop it in Los Angeles. This required an exceptional discipline on set and get all the material with the limited resources we had for it. After its premiere I sent the video clip to the Ciclope 2019 festival in Berlin and it was shortlisted in the production design category, competing with the greatest talents of the audiovisual industry of the moment.
SKILLS
