CREATIVE DIRECTOR
SKILLS AND EXPERTISE
Creative Direction
Integrated Campaigns
Strategic Thinking
Campaign Platform Development
Solid presentation skills
Team Management & Mentoring
Multicultural Market Expertise
Humor & Comedy Writing
Client Relationship Building
Bilingual Copywriting (EN/SP)
Content Strategy
Art Direction
Social Media
Vast Production Experience
PROFILE
Creative Director known for building the kind of brand ideas that escape advertising — the ones that end up on SNL, hit 14 million views before that was a thing, and grow a TikTok from zero to a million followers. Deep experience leading integrated campaigns across TV, digital, social, and retail for brands like State Farm, KFC, Patrón Tequila, and Marriott. Sharp conceptual thinker, strong creative leader, and someone who knows how to get bold work made. Minneapolis-based, working nationally.
EXPERIENCE
BUTLER SHINE STERN & PARTNERS, COLLE MCVOY, PURPOSE, 160over90 and others.
Based in Minneapolis, MN, available worldwide • 7/2023 - PRESENT
Independent Creative Director
Concepted and directed a World Cup and Copa América integrated campaign for Marriott Mexico
(via 160/90) — two 60-second broadcast spots featuring Mexican soccer legends and current Mexican National Team starsActive projects include Las Vegas Raiders long-form online video and social content (in production) and UCSD
social media campaignLead creative development and new business pitches across General and US Hispanic markets
THE MARKETING ARM
Chicago, IL office (remote based in Minneapolis) • 10/2021 - 7/2023
Associate Creative Director
Clients: State Farm, PepsiCo, Advance Auto Parts, Quaker Oats, Morgan Stanley.
Led and managed a team of 18 creatives across integrated accounts
Co-led creative for State Farm’s Jake character across social — grew the TikTok account from
0 to 1 million followersWon One Show, AdAge Creativity Awards, and Shorty Awards for Jake’s TikTok work; the character was parodied on Saturday Night Live by Michael B. Jordan
SAATCHI & SAATCHI, GSD&M, HIGHDIVE and others.
Based in Minneapolis, MN, available worldwide • 7/2018 - 10/2021
Independent Creative Director
Consulted on campaign development, pitches, and brand strategy for agencies across the country
Clients included Boost Mobile and DeVry; additional work included direct brand engagement for Skyscanner
Led pitch team for Saatchi & Saatchi LA on a national account (pitch); also contributed to multiple new business efforts
SCOPPECHIO
Louisville, KY • 12/2015 - 6/2018
Associate Creative Director
Clients: KFC, El Jimador Tequila (Brown-Forman), Humana, GE Appliances.
Co-led and won the El Jimador pitch; directed all subsequent creative development
Served as sole Hispanic market creative lead for KFC — collaborated with
Wieden + Kennedy on productions, then independently wrote, edited, and
produced finished Hispanic market broadcast spots from raw footage
Led Hispanic market creative across all agency accounts
RAZORFISH, GSD&M, LATINWORKS, THE RICHARDS GROUP, and others.
Austin & Dallas, TX • 1/2013 - 12/2015
Independent Creative
Clients: Sprint, Pepsi, Target, Radio Shack, Popeyes, Southwest Airlines, Hampton Inn,
Patrón Spirits, Advance Auto Parts, Ram Trucks, and others.
Conceived ‘The Art of Patrón’ for Razorfish — an integrated platform spanning a digital hub, events, bar integrations, and a pioneering Oculus VR experience; the concept later expanded globally
Contributed to the RadioShack ‘Do It Together’ campaign at GSD&M — work that ran Super Bowl spots in select markets and was covered by Forbes
Wrote a Super Bowl select-market spot for Advance Auto Parts at The Richards Group
Conceived the Popeyes Hispanic market platform at GSD&M — a cultural insight driven idea the client adopted as the foundation for ongoing campaign development
DIESTE
Dallas, TX • 6/2010 - 1/2013
Associate Creative Director
Clients: AT&T and P&G (Duracell, Gillette).
Partnered with CD to lead a team of 7 creatives across national accounts
Won Silver at Creativity International Awards
RIESTER
Phoenix, AZ • 5/2008 - 6/2010
Senior Art Director
Clients: Hormel, Arizona Lottery, AZ Dept. of Health, Casino Arizona, Pacific Power, Wetzel’s Pretzels
Helped Arizona Lottery climb from 38th to 2nd in the nation for year-over-year sales gains
Developed anti-tobacco campaign which made “AZ have the biggest % decrease in teen smoking rates in the country” according to a CDC evaluation report
LEO BURNETT MEXICO (Previously known as Olabuenaga Chemistri)
Mexico City • 2/2004 - 4/2008
Senior Art Director
Clients: Mexicana Airlines, Telefónica Movistar, Cinépolis, FritoLay, Caja Libertad.
Co-created Mexico’s first viral brand video — 14 million views, covered by Ad Age, every major Mexican newspaper, and multiple Mexican national talk shows; has its own Wikipedia entry
Won a Gold Effie for the above campaign. Case study was also published in a university marketing textbook
Part of a creative team that won 6 consecutive new business pitches — a run that made the agency one of the most feared in the Mexican market
TBWA/CHIAT/DAY L.A., FCB, FCB HEALTHCARE, and a bunch of other smaller shops.
Los Angeles & Orange County CA • 4/2002 - 1/2004
Freelance Art Director
AWARDS
One Show, Effie, LIA (London International Awards), AdAge Creativity Awards, Shorty Awards, Creativity International Awards, Círculo de Oro (Mexico), Addys (tons of these).
Work featured in
Advertising Age
Adweek
Forbes
Know Your Meme
Wikipedia
Latino Link: Building Brands Online with Hispanic Communities and Content
(Paramount Market Publishing)Just about every major Mexican newspaper
Parodied in Saturday Night Live (SNL)