Primary and Secondary School:
Colegio El Minuto de Dios
(2001–2011)

I completed my early education at a demanding school in Bogotá that prioritised ethics, humanities, and academic discipline. I was fortunate to rank 17th nationwide among 1,000 students in a national assessment.

Social Communication and Journalism:
Universidad Central
(2011–2017)

Early on, I discovered my passion for the humanities and found a deep interest in communication. To me, communication is the “glue” that makes reality possible, a statement that may seem ambitious but holds true when we consider that communication is a phenomenon present in all aspects of the universe. It spans from mysterious and complex concepts like consciousness to more visible and tangible areas such as marketing or journalism.

My studies focused on the analysis of messages and how they can mobilise entire nations or influence an individual's actions. It is an inexhaustible field of study, one in which I can immerse myself for hours. Throughout my life, I have trained myself to create impact using various communicative tools, from graphic designs and literary texts to organisational strategies, audiovisual projects, and large-scale marketing campaigns. Every message starts with an idea that must be transformed into a concept and shaped according to a wide variety of factors to achieve a greater or lesser impact on a specific audience. University was my laboratory, where I experimented with a broad range of techniques, always maintaining a balance between technical and theoretical approaches.

Self-Education and Empiricism

Something I am deeply grateful to my father for is instilling in me a passion for reading. I began reading at an early age and, today, I am a compulsive book buyer. Although I respect academia and educational institutions, I am also a passionate advocate for self-education. We live in an era where we have access to a vast library of information from the comfort of our homes, just a click away. Now, it all depends on our cognitive discipline and desire to explore further.

I have set schedules to train myself in disciplines that are sometimes directly related to my professional field and other times less so, such as macroeconomics or neurology. I also follow a selection of scientific dissemination podcasts that I listen to frequently and consult articles in scientific journals. Curiosity and self-education allow me to maintain constant growth, connecting knowledge and applying it to improve in all areas of my life.

I have also delved into areas such as performing arts and music, fields that I enjoy and that connect me with human behaviour beyond reason. I am subscribed to several platforms that offer incredible educational content, such as Udemy, MasterClass, Brilliant, Crehana, and YouTube Premium.

Creative Director:
Interactive Media
Bogotá 2016-2020

Interactive Media was the agency that introduced me to the professional world. I was fortunate to join a small agency, newly established in the market, which offered me a space to grow and explore. With my curious and adventurous personality, I felt like I was starting a venture within a venture. When I joined, there were only two of us in the creative department. I grew rapidly and within two years was directing national campaigns for major brands across FMCG, education, and retail.

▸ Scaled the creative department from 2 to 10 people within 2 years.
▸ Led the campaign that won the agency's first industry award (OOH Award, Juxdelyux 2019).
▸ Managed creative strategy for national brand campaigns across multiple sectors.

Content Creator
DFO Global Performance Commerce
Brisbane 2020-2022

At DFO Global Performance Commerce I produced performance-driven creatives for eCommerce brands at scale, working directly alongside media buyers and campaign managers. The role gave me deep exposure to data-led creative decision-making and conversion-focused design.

▸ Developed and iterated creatives using A/B testing frameworks across multiple paid channels.
▸ Collaborated with budget owners to align creative output with campaign ROAS targets.
▸ Gained hands-on expertise across Meta, Google, and programmatic advertising ecosystems.

Content Creator
FITAZ
Brisbane 2022-2023

FITAZ is the company behind TRANSFORM, a national digital platform helping women achieve their health and fitness goals. I led monthly campaign creation, content strategy, and brand visual direction across all digital channels.

▸ Full ownership of monthly campaigns distributed across all digital platforms.
▸ Drove organic content strategy in close collaboration with media agency M3.
▸ Directed all consumer-facing visual assets and brand identity expression.

Content Creator
Arquett, Swissklip
Brisbane 2023

A director I had worked with at DFO contacted me when he found out I had left the company. He invited me to collaborate in his new role at a company with a modus operandi very similar to DFO’s. I accepted this challenge as a short consultancy, as I was looking to change activities and explore new projects.

Digital Content Lead
First Focus
Brisbane 2024-Present

First Focus has been an incredibly valuable experience for my growth. Up to this point, I had always worked in environments with a strong focus on creativity and idea generation, surrounded by extroverted professionals with high skills in marketing, communication, and interaction. In contrast, First Focus is an IT company where most of the team is oriented towards logic, structure, and reasoning. This has forced me to adapt, change my habits, and redefine my working style to align with the company’s dynamics. It has been a great learning experience, as I have realised that the pinnacle of creativity lies in discipline and structure. At First Focus, I am responsible for the creativity behind the brand, leading social media content, and, most importantly, developing all the creatives for the company’s podcast, Business Focus. This podcast is aimed at a specific audience interested in business and has been broadcasted from the most significant IT events in Australia and the United States — reaching a growing B2B audience across the tech sector.

▸ Full ownership of brand creative: social media, web content, campaigns, and visual identity.
▸ Produced and directed Business Focus podcast broadcast live from major IT events in Australia and the US.
▸ Won the Sparrowland Film Award for Best Web Series (2023).

Graphic Designer
Culture Kings
Brisbane Sep 2025–Present

Culture Kings is one of Australia’s most recognised streetwear and lifestyle retail brands, built on culture, music, and sport. Working within the in-house creative team places me in a fast-paced, high-output environment where brand consistency and visual impact are non-negotiable.

▸ Produce digital content for social media, paid ads, and the brand website.
▸ Design retail and event visuals that maintain the brand’s premium street culture aesthetic.
▸ Contribute to seasonal campaign concepting and execution across product launches.

Storytelling

Throughout my career, I have developed a solid foundation in areas such as graphic design, audiovisual production, and web design. I constantly stay up to date with the latest software versions and recent implementations in collaborative work approaches, process automation, and artificial intelligence. All of these skills revolve around my greatest strength: storytelling. Our civilisation has been built upon the ability to transmit information, and the most impactful information is that which includes characters, plots, narrative threads, and contrasts. The best communicators in the world and throughout history first mastered the art of storytelling; after that, every other skill simply becomes a tool to tell great stories, which are ultimately the most powerful way to connect messages.

Writing, Web Design

I have a great ability to structure written messages, organise information, and a deep connection with language and its infinite possibilities. Language is dynamic, subjective, and intimate. Words are the codes that build the map of individual and collective realities; they are the tool we use to draw in the minds of others.

Graphic Design

I have always had a highly developed aesthetic sense. Since I was a child, I have been drawn to shapes, the arrangement of elements, and colours, and I have developed a style that adapts to different projects. Just as we can tell stories with words and convey emotions to immerse the audience in narratives, we can also do so using non-verbal language. Storytelling is the cornerstone of my skills.

Audiovisual

An audiovisual piece combines composition (photography), script, and audio, working together to create a complete experience and have more control over the message. When a person reads a text, they simultaneously see images and hear sounds in their mind; in an audiovisual piece, this information is provided, allowing creatives to be more specific about what they want to convey.

Animation

I have knowledge of 2D and 3D animation techniques, which can complement any type of audiovisual project, guiding attention and highlighting the aspects we want to emphasise.

Sound

The manipulation of audio, sound design, and musical composition are areas where I find immense passion. Sound is the secret weapon of any creative to emotionally connect with their audience. Music in a film is responsible for generating tears, excitement, or tension. Although there are many studies and documents on this topic, the nature of sound in relation to emotions and the universe is still not fully understood. There are very complex theories involving the vibrations of strings as the building blocks of the universe itself; in a poetic sense, everyone and everything is music. Regardless of this, I love manipulating sound, creating songs, editing podcasts, and adding sound to projects.

AI

Artificial intelligence has become a powerful creative ally in my workflow. While the term prompt engineering has gained popularity recently, the essence of it is something creatives have practiced for a long time: translating abstract ideas into clear instructions to shape outcomes. Whether it's guiding a brainstorming session, searching for the exact sound in a vast library, or refining a visual concept, I’ve been unconsciously training for this long before it had a name. Today, I actively incorporate AI into my process, not as a replacement, but as a strategic extension of my vision. Used wisely, it doesn’t dilute creativity; it amplifies it. I believe that true creative power lies in knowing what to ask, how to ask it, and how to shape the response into something meaningful. AI is not the storyteller. We are. But it can be an extraordinary tool in helping us tell better stories.

AI Funnels & Workflow Automation

Beyond AI as a creative tool, I design and build automated workflows using node-based platforms such as n8n and Make (Integromat). I architect sales funnels and connect tools via API and no-code logic to automate lead nurturing, content distribution, and reporting pipelines — allowing creative and marketing teams to operate at higher volume without sacrificing strategy or quality.

Staging and Live Events

I studied dramatic arts at several academies, and this, along with my knowledge of communication and various other tools, is helpful whenever I am involved in live events. From small details such as the concept behind invitations to lighting, agenda, and everything related to ensuring that the audience has an experience where the message is imprinted.