bio
I’m a Spanish-American creative with a flair for storytelling. I write and speak fluently in Spanish, French, English, and Portuguese. Basically, I’m a language-loving globetrotter. I’ve lived in places like Algiers, Rio de Janeiro, Guatemala City, Bogotá, Amsterdam, Lima, New York, Boulder, Miami, Barcelona and now back in my hometown, Madrid.
My passions span almost every genre of cinema, music (I play the drums, guitar, and ukulele), exploring how new technologies shape our lives, and a good Peruvian ceviche. I also still skateboard from time to time, because why not?
I’m married to an incredible woman who’s half Catalan and half Puerto Rican, and together we’re raising two amazing kids, Adrián and Julieta, my personal CEOs.
I’m excited by the reinvention happening in our sector, along with the challenges and opportunities that come with it. In a world where everyone is a creator (many of them brilliant), the need for standout ideas is more crucial than ever. We’re not just competing with other ads; we’re up against a flood of content and, let’s be honest, the skepticism of audiences who praise authenticity while avoiding anything that feels like advertising.
But despite these challenges, the essence of what we do remains unchanged. Connecting brands with audiences through relevant narratives and great craft is, and always will be, our secret sauce.
Finally, someone once said we’re not in this to save lives. Now I do believe what we do can save brands. And just because some of us like to have a bit of fun along the way doesn’t mean we don’t take this job seriously. It’s a tough job, and it’s up to us as leaders to make the journey a bit more enjoyable, don’t you think?
-Alvaro-