About

I FOLLOWED A QUESTION

I started in advertising, designing ideas for brands. Then I moved into experiences, where I became curious about what happens after an idea: why people participate, what motivates them, and what makes them come back.

That curiosity took me into games, gamification, behavioral design and digital products.

I never left creativity behind. I just kept expanding what it could do.

CREATIVE DIRECTION, BEYOND THE IDEA

I’ve worked across advertising, branding, experiences, games and digital products.

Each field taught me something different about creative work — how to shape a message, build a world, design an experience, create motivation and connect the pieces.

Creative direction, for me, is bringing those perspectives together to make the work feel like one coherent idea.

What I solve

Identity & Positioning

Helping brands, organizations and products define what they stand for — and express it in a way people can recognize.

Communication

Transforming complex ideas, information or strategies into clear, engaging and memorable communication.

Engagement

Designing experiences and systems that encourage participation, interaction, motivation and continued engagement.

Experience

Creating coherent relationships between visual identity, communication, interaction and audience behavior.

Creative Direction

Connecting different creative elements into a unified vision that is meaningful, relevant and effective.

Trajectory

2017 – today

Behavioral Design & Product Strategy Consultant

Gamificat Consulting

2021 – today

Digital Services & Social Networks Manager

PT Marketing

2020 – 2021

Product Experience Leader

Game Thinking Way

2019 – 2020

Senior UX Designer

Talentu

2018 – 2019

Innovation Leader & Agile Transformation

AOS

2017

Professor, Neuromarketing

OBS Spain

2014 – 2016

Professor, Transmedia & Digital Marketing

EAFIT University

2011 – 2017

Co-Founder & Product Owner

Experia

2010 – 2011

Strategic Creative

TBWA