Love, craft, repeat.

I'm Guillermo, a creative director and art director with 16 years of experience in the advertising industry. I started my career in my home country Chile. Looking back the combination of being born in a country where the advertising industry is small and competitive made being great not an option but a duty. The fact that we didn’t have big budgets to do the work gave me the right ingredients of resourcefulness and strong craft skills that helped me create work that caught the eye of a chief creative officer in New York. After seven years working in Chile I had the life changing opportunity to move to New York.

Since then I’ve been lucky enough to find the right teams and agencies to work with including Area 23 New York, Grey New York, FCB Chicago and VML New York. Along the way I’ve been able to earn major recognition at some of the most prestigious award shows including a Grand Prix at Cannes Lions, 3 Grand Clio's and a Best in Discipline at the One Show, among others.

It is obvious to say, but I love ideas, I love crafting and art direction in the same way. To me these two go hand in hand. I’m deeply in love with this industry and the magic behind the process of bringing ideas to life. I’m still amazed by how far our industry has come and beyond excited for what lies ahead with all the technological advancements we have at our hands. Making great things has never been more accessible and big budgets are no longer the gatekeepers of great work. But what lies behind every great idea goes beyond technique or technology. It is love it is passion and an inexplicable obsession with breaking the world apart and making something better out of it. Love, craft, repeat.