I’m a Spanish-Australian Creative Director based in the Netherlands. I believe in stories born from creativity and ignited by technology. I believe in the potential of people far more than in the power of processes and machines.
I have 19 years of hands-on experience, design, art & copy, across three continents helping brands grow while playing a key role in their expansion into different markets. During that time, I built and led cross-cultural and multidisciplinary teams to design integrated campaigns, culturally relevant experiences and digital products that combine the power of storytelling with the creative use of digital environments and platforms, motivating consumer behaviour and driving engagement effectively. As an entrepreneur, I’ve built brands, defined strategies, and found narratives that integrate into diverse ecosystems. Most recently by building an innovative self-care cannabis brand in Europe, Uncanny Life, and challenging Nike‘s and Adidas’ global reign by creating the world's first female-specific football boot with IDA Sports.
I've contributed to the industry by judging several international award festivals, mentoring RMIT University students and lecturing for AWARD School in Australia, co-creating the industry committee in Vietnam in partnership with different universities and participating in Australia's and Spain's Communication and Advertising Council initiatives.