Portfolio
TV
Along my career, I’ve worked on hundreds of TV commercials, from cars to fast-food chains.
Portfolio
This is some of my award-winning print work, that has also been featured in professional publications.
Digital Reel
A quick glimpse.
Social, mobile, and content are the main pillars I’ve used to build strong digitally-led campaigns. Here’s a sneak peek. For an in-depth look, please check the case studies.
CASE STUDIES
Digital & Social: Facebook
During the Brazil World Cup, I helped Verizon Wireless set new benchmarks on Facebook, with unprecedented engagement rates.
Digital & Social: Twitter
For the launch of the new Motorola Droid Turbo, I managed a huge creative team to develop a unique idea: a 48-hour song created in real time, leveraging Twitter, for the Latin Grammys.
Digital & Social: Interactive Radio
At Genghis Grill, a Mongolian restaurant with a signature “build your own bowl” menu, customers can create their perfect meal. For their digital radio ads, we also wanted to give them choices.
PR stunt & Social Engagement
KCB is one of the leading banks in East Africa. Through this PR stunt during International Women’s Day we generated unprecedented engagement across 6 different countries.
Podcast Buzz
A humorous approach to promote Ringling Bros. through a podcast never heard before (or after) – The mime podcast. 60-minute digital audio episodes filled with complete silence right after a 30-second branded intro.
AI
Artificial Intelligence
So far, I’ve experienced several platforms that use generative AI to streamline the video creation process, including Heygen and Runway. I’m also well-versed in Midjourney for image creation, ChatGPT for writing, and Jasper for branded content.
Content Creation
Owned Social Media Content
Aside from my vast experience creating content for brands, I’ve also been developing my own content, mostly intended to perfect my skills, or simply to have fun and learn along the way.
About Me
Who I am & what I do
Here’s a bit more about who I am and what I do.
ADVERTISING
I’m currently the VP Executive Creative Director at Acento Advertising, in Los Angeles. In the past, I’ve held similar positions at one of the largest US Hispanic agencies, Lopez Negrete Communications, with offices in Houston, LA, and NY; and agencies in Miami such as Alma DDB, Zubi Advertising, Publicis S&L.
Throughout my career, I’ve had a chance to work in the United States, Europe, Latin America, and East Africa.
Some of the accounts I’ve handled are McDonald’s, Ford Motor Co., Samsung, Chrysler, Walmart, American Airlines, ESPN, and Mozilla Firefox.
I’ve created many 360º campaigns, hundreds of TV spots, print ads, radio spots, direct mail, including digital and social executions.
EDUCATION
I have a degree in Advertising and Public Relations.
I’ve been an instructor at the Miami Ad School. For about three years, I’ve been teaching scriptwriting, storywriting, and wordsmithing.
One of my blogs, elpatiodigital.com, is a reference site for digital marketers in Spain and Latin America.
I teach about consumer insights, identifying target markets, and the whole media ecosystem including strategies to leverage own, earned, and paid media. I also cover in depth topics like e-marketing, social media, websites, including tracking results, A/B testing, and optimization.
I recently completed some courses at UCLA, focused on the Business of Entertainment, from global marketing to acquisitions and distribution of independent films.
LEADERSHIP
I’ve managed, and I currently manage, large teams of copywriters and art directors, digital producers, broadcast producers, developers, and social media managers and content creators. And I work closely with strategic planners, analysts, research, and account managers.
I’m also in charge of big budgets for hirings, promotions, award submissions, equipment, etc.
DIGITAL
I’m an expert in SEO and SEM, but also e-mail marketing, blogging, and analytics.
I’ve also conceived and executed detailed digital ecosystems with banners, pre-rolls, social ads… enhanced to maximize shareability and increase earned media potential.
SOCIAL
I’m a big proponent of social media, with award-winning campaigns for major clients on Facebook, Twitter, and Instagram. I’ve also brainstormed grass-roots ideas with strong ties to Social Media and high PR potential.
My Social Media fanbase exceeds the 12,000 followers, and my blogs surpass the 15,000 e-mail subscribers.
SKILLS
I speak 4 languages: English, Spanish, French, and Catalan. After two years living and working in Kenya, I’m also proud to say I managed to learn some Swahili.
I work indistinctly with Mac OS and Windows, and my day-to-day software usage includes Microsoft Word, Keynote, Photoshop, Premiere, and Google Analytics. I’m also an expert in WordPress, and I can handle HTML and CSS.