Sixteen years in.Always evolving how.

→ WHAT I DO

Brand identities and design systems for brands defining new categories. I lead cross-functional teams, translate complex ideas into clear stories, art-direct photo and video shoots, and develop multi-channel campaigns.

→ HOW I WORK

Concept-driven, strategic-minded, and hands-on, from the big picture to spotting a double-space. I build teams by working alongside them, with a non-hierarchical approach that values contribution over titles. I care about craft, curiosity, and responsible design that considers its impact.

→ BACKGROUND

Born and raised in Argentina, I've worked across Spain, Mexico and El Salvador before settling in San Francisco. Along the way, I co-directed "Guerrilleras", a photography book and film on women guerrilla fighters during the Salvadoran Civil War.

When I'm not working, I gravitate toward slower pursuits—making pottery, watching classic films and learning to play guitar.

I'm currently working as a Creative Director on the Airbnb Marcom Growth team via Critical Mass.