Known to most as Cuervo, I’m a fully bilingual, multicultural Creative Director/Art Director obsessed with innovation, storytelling, and building integrated work that actually moves people. I’m known for being relentlessly client-focused, partnering closely with account and strategy teams, and delivering ideas that win globally—at the world’s most respected festivals—and, yes, make clients genuinely happy.
With 20+ years of experience, I’ve crafted work for brands like Corona Extra, Modelo Especial, Dos Equis, Victoria, Gatorade, McDonald’s, Volkswagen, FedEx, Clorox, MTV, Glad, Kingsford, José Cuervo Tradicional, Don Julio, the U.S. 2020 Census, NHTSA, Amtrak, Lilly, and Novartis. This journey has shaped me into a leader capable of guiding creative teams across national, regional, and global campaigns.
My creative path started at DDB Mexico City, where I rose to Creative Director within seven years. In 2010, The Community invited me to Miami as Senior Art Director, where I helped launch Victoria and Modelo Especial beers in the U.S. Two and a half years later, Alma DDB brought me in as Multicultural Creative Director—where my team became one of the most awarded in the agency’s history, earning its first-ever Cannes Lion (and second and third), plus wins at One Show, D&AD, Epica, Addys, El Sol, the Ad Age Isaac Award, the Mercury Award, and the FIAP Design Grand Prix.
In 2019, I served as Group Creative Director at C1W in Washington D.C., leading the launch of the 2020 Census campaign.
In 2020, Area 23 brought me in as SVP Group Creative Director, where I now lead more than 36 creatives across two groups, overseeing major work for clients like Lilly, Novartis, Apellis, Jazz Pharma—and managing over $42M in agency business. My group has built a reputation for winning pitches (five out of our last six) and turning around clients on the verge of leaving the agency.
My work has been recognized at Cannes Lions, D&AD, USH Idea, FIAP, El Sol, Adweek Isaac, Addys, Andys, Wave, and Círculo Creativo de México. I’ve also had the honor of judging at New York Festivals, El Sol (Spain), Miami Short Film Festival, One Eyeland, and the Andy Awards.
Proud father of one human and two very opinionated Chihuahuas.
Awards
2019
Search Responsibly (Free Radicals Project)
One Show / Merit / Creative Use of Data
Webby Awards / Finalist / Digital Campaigns
Webby Awards / Finalist / Online Guerrilla & Innovation
2018
Search Responsibly (Free Radicals Project)
Adweek's Project Isaac Awards / Gold / Best Practices / Data Invention
Adweek's Project Isaac Awards / Gold / Marketing and Advertising / Brand Performance Invention
MDAS “Who rescues who?”
Cannes Lions / Shortlist / Print & Publishing
Cannes Lions / Shortlist / Print & Publishing
Cannes Lions / Shortlist / Print & Publishing
El Sol / Silver / Print
2016
The Last Emoji (Sprint)
Cannes Lions / Shortlist / Outdoor / Integrated /Integrated Campaign Led By Outdoor
Rats (Liquid Plumr)
Cannes Lions / Shortlist / Outdoor / Indoor Posters
FIAP / Bronze / Outdoor
FIAP / Bronze / Print
FIAP / Bronze / Art direction
El Sol / Bronze / Print
Clog Free Pipes 2 (Liquid Plumr)
Radio Mercury Awards / Best Spanish Language campaign
Radio Mercury Awards / Gold / Spanish Language campaign
2015
Panda (Clorox Greenworks)
Cannes Lions / Bronze Lion / Outdoor
Clog Free Pipes (Liquid Plumr)
Radio Mercury Awards / Best Spanish Language campaign
Radio Mercury Awards / Gold / Spanish Language campaign
2014
The Glad Tent (Glad)
D&AD / Wood Pencil / Outdoor Advertising / Ambient
Andy Awards / Bronze / Promotional Items
One Show / Merit / Outdoor instalations / Ambient
One Show / Finalist / Innovation in outdoor
One Show / Finalist / Experiential
Catapult (Rosetta Stone)
Cannes Lions / Shortlist / Outdoor
Cannes Lions / Shortlist / Outdoor
Species (Clorox Greenworks)
Clios / Shortlist / Print
Sol de San Sebastian / Silver / Outdoor
Sol de San Sebastian / Bronze / Outdoor
Ads of the week / Luerzer’s Archive
2013
The Glad Tent (Glad)
Cannes Lions / Silver / Outdoor.
Cannes Lions / Silver / Promo & Activation.
FIAP / Grand Prix / Design
AdAge Isaac Awards / Gold / innovation
Clio Awards: Shortlist, Ambient
Clio Awards: Shortlsit, PR
Clio Awards: Shortlist, Content & Contact
2007
Park (VW Safety Features)
Cannes Lions / Shortlist / Press
Cannes Lions / Shortlist / Outdoor
Retiremnt Home (VW Safety Features)
Cannes Lions / Shortlist / Press
Bocce Ball (VW Safety Features)
Cannes Lions / Shortlist / Press
2006
Kissing Beatles (VW Beetle MP3)
Cannes Lions / Shortlist / Press
Cannes Lions / Shortlist / Outdoor
Mix Your Music (VW Beetle MP3)
Cannes Lions / Shortlist / Press