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Trendsetters: In addition to industry news, I tend to socially follow smaller, more independent agencies, like The Many, The&Partnership, Yard, Preacher and JohnXHannes, as I may not see their work in the trades. Concerning trends specifically, I look to youth and street culture more than anything as that will eventually become a trend.

Side project: I run a side business dedicated to travel for women called Parlour Travel. Tasting new things, journeying to a region I’m not familiar with and finding something I didn’t know I needed—all are an ultimate reconnection to why I love advertising in the first place! Every year, I produce a signature trip called the #TravelFly Solo Week, designed for busy women who want to come alone or with a friend. Next year, we’re going to Thailand!

Unexpected resource: The National Archives and Records Administration. Sometimes you need to look at how our society has evolved to uncover an opportunity for the future. There’s a trove of historical photos that document everyday life, along with newspaper clippings and interesting op-eds. It’s a great resource!

Newsworthy stories: I love watching the New York Times’ Op-Docs. One of my favorite videos is called “How Does Life Live?” I used this video as an inspiration for a recent project about parenthood. For me, advertising is a form of storytelling, so it’s great to find inspiration from different storytellers. We can observe and learn new ways to add sensibility to our work.

Motivation: Nike’s controversial Dream Crazy campaign by Wieden+Kennedy, starring Colin Kaepernick. It was a bold statement for a brand, and courageous work from the agency. It inspired me to always try to present work that makes a statement. Our job is to push the clients beyond their initial comfort zones. This ad is proof that clients can be bolder than we think. We need to trust our work more and also trust our client-agency relationships more. Safe is not memorable.

Design sources: I follow a lot of my favorite designers and companies on Instagram, like AIGA Eye on Design (@aigaeyeondesign), The Brand Identity (@thebrandidentity), It’s Nice That (@itsnicethat), Grilli Type (@grillitype), Stefan Sagmeister (@stefansagmeister) and Alessandro Scarpellini (@visualjournal.it). It’s good to see how people raise the design bar every day.

Go-to app: Asana has been my saving grace. I bring in support when needed during the execution phase of my projects, but the day-to-day and upfront work is usually all me. Asana’s features and ability to sync with my other organizational apps are amazing.

The queen: Beyoncé! I love how she’s developed her portfolio of work by adding verticals that are well beyond her “bread and butter.” Beyoncé’s tackling many social issues with BeyGood and introducing young people of color to healthy plant-based eating with her 22 Days Nutrition diet. She’s taught me that profitability and positive impact are not mutually exclusive, and that bringing your full Texas-country self to the table is mandatory!

Words of wisdom: At least once, you should take a break and just explore. Try new things, make for the sake of making and see what you come up with. I’m completing the tail end of a yearlong sabbatical, which was critical in unlearning bad industry behaviors and building on valuable strategies. It was also a time for me to explore a range of design beyond just advertising. Whether it’s 4 weeks or 52 weeks, take a break to just do you!

Favorite pastime: Reading biographies of sports managers and coaches, who face the same challenges we do; it’s a business that relies on talent, human interaction, chemistry and momentum. I’ve read almost all the books about top European soccer managers, especially those related to Spanish soccer manager Pep Guardiola and Portuguese soccer coach José Mourinho. If I had to pick one, I’d go with sports journalist Martí Perarnau’s book Pep Guardiola: The Evolution.

Underrated platform: Twitch is one of the most underrated platforms due to its complex, fuzzy and chaotic structure. But that’s what makes it so brilliant! With many agencies fighting for survival, their best chance is to be good at things that consumers love but brands don’t understand. And trust me, the creative opportunities here are endless.

Guilty pleasure: I tend to buy collectible toys, as in very expensive designer action figures. I love KAWS toys, and I’m also really into limited edition Kidrobot figures. I have about six, and my favorite one is my Sketracha Dunny. I also own a range of special Transformers and Funko Pops, mostly from the Marvel Universe.

Creative fuel: Playing and listening to music. I own a Gibson 1957 Les Paul Goldtop Reissue guitar, and whenever I get the chance, I just can’t stop talking about it. Back in South America, I was a guitar player and a composer for a few underground bands. My guitar skills are not quite great now, but I still got the blues!

Muses: My children, Emma, Ben and Luca. I’ve found them to be the best thing in the world, and I’m trying to understand their points of view at their different stages of life. I can tell you right now, they are harder to catch up with than Reddit.

Healthy habit: Last time I was at Cannes, I conducted a little experiment called #DryCannes, which was me staying away from alcohol in Rosé-palooza for a week. Proud to say: challenge accomplished.

Mind-blowing work: The Hidden Flag campaign by LOLA MullenLowe Madrid for the LGBTQ+ organization Federación Estatal de Lesbianas, Gais, Transexuales y Bisexuales. Everything the agency does is clever, human and unexpected. It takes a lot of love, fearlessness and passion to make these ideas happen. We all know it, but not all of us go out there and actually do it.


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