Hi, I’m Lucas.
I’ve been working in advertising since TV was 4:3 and “digital” meant a banner nobody wanted to click.
Over the years, I’ve worked in Buenos Aires and New York, in big agencies with glass walls and smaller ones with better coffee, leading creative teams and building global platforms for brands across multiple categories.
I’ve been fortunate to win awards along the way, but what matters more to me is building ideas that still stand years later.
I care about ideas that hold. Ideas that travel across markets. Ideas that survive client meetings. I’ve led teams, built departments, won pitches and lost some too. I still write. I still obsess over lines. I still believe craft makes the difference.
Recently, I’ve been spending a lot of time with AI. At first, I thought it would replace us. Then I thought it would save us. Now I think it’s more like a very fast intern who never sleeps and occasionally hallucinates. It’s made me quicker, more curious, and more aware that taste might be the rarest skill in the room.
I’ve also studied filmmaking, scriptwriting, dramaturgy, sketch comedy and improv. Storytelling has always been the constant, whatever the medium.
The photo here? From a production. In real life, I look like someone who’s been thinking about the same headline for three hours.
If you’ve read this far, thank you. You now know more about me than most of my relatives do.
XP:
C R E Y E N T E S Executive Creative Director. (the Latino sister agency of We Believers) Leading this new start-up mode since October 2023.
WE BELIEVERS NYC Executive Creative Director. August 2022-Today
Freelance Creative Director. Open (again) for business since January 2022-July 2022
Saatchi & Saatchi NYC Creative Director (Jan 2021-Jan 2022)
Freelance Creative Director. Open for business since June 2017.
We Believers NY / Santo London / SCPF NY / Fred & Farid NY / JWT NY /
HUGE NY / The community Miami / Opperman*Weiss NY / FCB Mexico /
JWT Canada / Abel NYC / Lucky Generals NY / DDB Chicago
DDB NEW YORK Executive Creative Director (July 2015- June 2017)
SANTO Executive Creative Director (May 2013- December 2014)
GREY Argentina Executive Creative Director (December 2011-May 2013)
SANTO Creative Director (2009-2011)
DEL CAMPO SAATCHI & SAATCHI Creative Director (2007-2009)
OGILVY & MATHER Creative Director (2004-2007)
DDB Argentina Senior Copywriter (2003-2004)
VEGAOLMOSPONCE Copywriter (1998-2003)
