Hi, nice to meet you. I'm Carlos.

I'm an integrated art director.

In 1994, I started to work as a copywriter at Contrapunto/BBDO. Between 1996 and 2002, I worked and grew at a few agencies in Madrid like BDDP/ManceboKaye, Y&R, M&C Saatchi and TBWA.

Also, I spent some time freelancing for clients such as Camper, Advico/Y&R Zurich, M&C Saatchi London and Universidad Complutense de Madrid.

In 2002, I met a Canadian woman, through work, of course. I ended up moving to Vancouver in 2003, where the transformation started. I studied art direction, typography, photography and graphic design at Emily Carr Institute for Art and Design, joined Rethink Advertising, and began saying "I had a glass of wader at the pardy." I learned some strange new concepts, like "long underwear", "take-out coffee" and "Canadian wine". Then, just when I thought I had things almost figured out, I had a daughter and we all moved back to Madrid.

I started a small creative shop there called Purr and won a nice little project for Toyota - which you can read all about down below. Eventually, change called again, and my company evolved into a tiny independent film production company.

In 2007, I moved back to Canada and since then, I've been bringing my unique experience and even uniquer (no, that's not a word, but it will do) way of thinking to agencies like Ogilvy Toronto, KBS+ and Bensimon Byrne.

I'm currently open to freelance work or joining a creative team on a full-time basis (647.521.4908).

By the way, I don't believe my transformation is complete, as I never expect to stop evolving. So if you're an agency that likes people who learn and grow, you can see I have a whole whack of experience.


The All-New Mazda CX-9 Social Campaign


Brief: The all-new CX-9 is crafted with a focus on the
details to make driving better.

Key words: Premium experience, hand-crafted trims
in Nappa leather, Japanese sword making aluminum
and rosewood.

Idea: Let's translate the premium driving experience
into a social media experience.





OxiClean stain remover






 










Big Box banner (why complicate things?)



















Digital TSA... he was hidden, now he is gone!

Shreddies





Scotiabank (Latam and Caribbean)

Launch of the new tagline "Discover what's possible" across Latin America, Spanish and English Caribbean.






(Toyota) Yaris Cinexplora 06

Alternative Media Campaign for the Repositioning of the New Toyota Yaris.

Target: Young couples.

Proposal: A Short Film Festival called Cinexplora. We adapted the tagline "Intelligent Cinema" from the Yaris' existing tagline "Intelligent Thinking".

Young, talented filmmakers across Spain were asked to send 3 minute scripts, integrating the car for at least 30 seconds. 400 were received and 30 were chosen.

The winning filmmakers were sent to a workshop given by the European Film College and other well-known professionals like Jan Harlan (Stanley Kubrick's producer), Thomas Vinterberg and Bo Ehrhardt to develop their screenplays.

Toyota and Purr co-produced the 30 short films and they were shown at Cineplexes across Spain, as well as on the website, where the public was able to vote.

5 different Prizes were awarded to the winning films at a gala, and 10,000 free DVDs were distributed with the magazine Cinemanía.

In total, the free press generated more than 5 million Euros (more than 8 times the cost of the project.)
Website.

Print, poster and DVD cover.



Tagline: The new short film festival of Intelligent Cinema.
T-shirt.

2006 Print and poster asking for scripts.



Headline: OK, you wrote a screenplay for a short film.
What do you want, a prize?
2007 Print and poster asking for scripts.



Headline: Blah blah blah blah short film.
Blah blah blah 30,000 Euros blah blah.
(Blah blah blah blah)

Bell Mobility "Happy Customers"

Solo 100 Ads

Part of a proposed campaign to produce 100 5-second spots for Bell Solo, each identifying an emotion, and play several of them during a segment of Much Music TV. The Logo would run intermitently.


Solo Spiderman 2 (downloads)

Solo Spiderman 2 (cinema ticket)

Unicef



Super: The following image may be disturbing to some viewers.

Super: 3 Million children die of starvation every year. Please give generously.

Tunisia Tourism Campaign

Challenge:
People don’t think of Tunisia as a holiday destination, although it has everything - beach, culture, sports, gastronomy, etc.

Insight:
They already know Tunisia from many memorable movies they’ve seen and loved, they just don't realize it.

The Idea:
Use some of the most popular movies of all time (that have been actually shot there) to let people know what an incredible tourist destination Tunisia could be. They kind of already imagined themselves there.

Print:









Social:

To bring virtually our potential customers to Tunisia we will create a unique and individual filmic experience.

To start, the traveler will answer a short questionnaire: choosing the genre of the movie (sci-fi, comedy, romance, etc), the type of vacation preferred (active, cultural, relaxing, etc) and other questions.

Then, they will become the main character in a short, funny and dramatic Hollywood-esque script, about the vacation they chose. For example: "Open on Michael staring at the open desert before him, the hot wind rippling his luscious hair. He looks down at the new leather slippers he bought in the market for only $75, and says, "I'm ready for my camel ride."

The customer will be able to create his own trip plan through the Tunisia Tourism website, Facebook, Twitter and other social media and share it.
Google Maps:

 We link clips of movies with the places in Tunisia they were shot, so that as the user scrolls over the country, famous scenes pop up.


1080 Recipes

1080 Recipes is the most popular, sold cooking book of Spanish Cuisine.


VO: You already know 1080 Recipes. Now, we present the new, more practical edition.

VO: Simone Ortega's 1080 Recipes. The book about our cuisine.

Zanussi Washing Machines


VO: You promised him eternal love. Not to wash his clothes.

VO: Zanussi Washing Machines adjust automatically to fabrics and degrees of dirt.

Absolut Selection




Sticky notes are printed with the bottle and the words, "Absoult Selection" as is traditional in the print ads. The idea is that Absolut marks the most interesting, cool articles for you.

ONT (Spanish Trasplant Organization)




Tagline: Live longer. Donate your organs.

Spanish Ministry of Public Health




VO: Help AIDS patients fight the disease.

The War Amps




Direct Response:
This idea takes advantage of the "postage-paid" reply cards found in magazines. We would use them like a mini direct response letter, by pasting on our own information and addresses. (This has been tested, and the cards do get sent.)


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