Autodidact, whom after several frustrated attempts at formal education including Film School, opened his own record label and independent music production company. He worked as an Ad Film Director, collaborating in artistic and editorial projects. After turning thirty, he found Advertisement, and within, his place in the world. He has worked in several countries for top world brands, winning 15 Cannes Lions, a Grand Prix in D&AD and over three hundred other awards.

His drive for knowledge and learning led him to be one of the few foreign ECD in Brazil, working for Grey where he also was member of their global creative council, turning Grey into the most renowned agency of its network in the region. Something he had already accomplished in Grey Ecuador years before.

He is currently the CCO of Leo Burnett México, where under his leadership the agency made it to the Top 10 of  El Ojo de  Iberoamerica in less than one year. He also made it to the top 10 creative minds at the same show. And turned Leo Burnett México into the agency of the year on the local festival El Círculo de Oro.

Storytelling and technology portrayed in alternative formats have been his obsession, a search that led him to develop his own personal projects, writing ideas for films, series and technological innovation.