A.I. can make us more human.
It will master the repetitive and predictable but what remains ours is to feel, judge, err, intuit, and heal. The future of design may not be automation, but relearning how to feel.

I started in communications before the internet had a name in the industry. From the beginning, I was drawn equally to technology and craft — I studied robotics, business administration, and design — and that tension became the foundation of everything I've built. The belief that great design and great systems thinking aren't opposites, but the same instinct applied to different problems.

Over 20 years, I led creative work at J. Walter Thompson, FCB, and Saatchi & Saatchi LA, developing campaigns across every medium for Nike, Coca-Cola, Toyota, InBev, Nestlé, Uber, and Claro, among others. That work earned more than 50 international awards at Cannes Lions, D&AD, Clio, and One Show. At Nubank, I helped take the brand from 24 to 75 million customers, leading the brand system, content, and digital strategy behind one of the most significant brand-building stories in Latin American history

What drew me to generative AI wasn't efficiency — it was the absence of old rules. I see AI less as a production tool and more as a creative partner: something that challenges my biases, expands my repertoire, and helps me explore ideas faster. But the shift I believe in goes deeper than the tools. It starts at the briefing. The entire creative infrastructure needs to be rethought — less linear, more transparent, more integrated with the client from day one.

In 2023, I co-founded MAAR, a design studio built around that belief. That transforming the creative process transforms the final outcome.