Currently Global Associate Creative Director & Art Director at MRM Madrid, with over 15 years of experience crafting integrated and digital creative campaigns for leading local and global brands. Along the way, recognized at major international creativity festivals.
The Anti-Murphy Law's Toast.
ENTEROGERMINA. OPELLA. MRM 2025.
We physically challenge a universal truth: that toast always lands butter-side down.
Instead of addressing microbial risk through education or fear, the brand engineered a real-world intervention.
By partnering with Ig Nobel-winning physicist Robert Matthews and 12-Michelin-starred baker Nuño García, we created a slice of toast scientifically designed to fall butter-side up. It wasn’t a visual trick, it was a functioning product that questioned how we think about “harmless” habits like eating food off the floor.
The entire process was captured in a 10-minute documentary aired on Discovery Channel, blending science, craft, and a bit of humour. A new way for a health brand to participate in culture: by creating something real that sparked curiosity and reconsider everyday choices.
AWARDS
El Ojo de Iberoamérica: x1 GrandPrix, x2 Gold, x3 Silver, x4 Bronze
Cannes Lions: x1 Shortlist
El Sol: x2 Gold, x3 Silver
FIAP: x3 Bronze
IAB Inspirtional: x1 Bronze
Ad Age Healthcare Marketing Impact Awards: x1 Gold, x1 Bronze
Gerety Awards: x1 Bronze
New York Festivals: x6 Shortlist
Design your Sleep (While you sleep)
IKEA. MRM 2025.
Many people struggle with sleep but don’t know what disrupts it, or how to fix it. That way, we turned sleep into a tool for change. Through the ShutEye app, we offer users to track their sleep and re-define it in personalized solutions, turning real sleep data into real improvements, powered by affordable IKEA products.
AWARDS
Cannes Lions: x3 Shortlist
El Ojo de Iberoamérica: x3 Gold, x3 Silver, 4 Bronze
Premios Eficacia España: x1 Oro
FIAP: x1 Silver, x3 Bronze
El Sol: x3 Bronze
Gerety Awards: x1 Silver, x1 Bronze
IAB Inspirational: x1 Gold, x1 Silver
New York Festivals: x9 Shortlist
December 21st
LOTERÍAS Y APUESTAS DEL ESTADO. LEO BURNETT 2016.
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AWARDS
Cannes Lions: x1 Silver, x1 Bronze, x6 Shortist
El Sol: x1 GrandPrix, x2 Gold, x1 Bronze
One Show: x1 Silver, x5Merit
ADC: 1x Bronce
CdeC: In Book
Education Awareness Radio Spots
UNICEF SPAIN. J.WALTER THOMPSON 2012.
How the simple skill of reading can become a turning point in the lives of millions of children.
AWARDS
Cannes Lions: x1 Silver
El Sol: x1 Bronze
Toy Strike
MINISTERIO DE CONSUMO, GOBIERNO DE ESPAÑA. MRM, 2022
Año 2021 y los juguetes siguen siendo una forma de predefinir la actitud de miles de niños en España.
En un momento de gran polarización, era el momento de salir de las ideas políticas y dejar hablar
a los propios juguetes para que exijan jugar con el 100% de los niños
AWARDS
Cannes Lions: x1 Shortlist
El Sol: x1 Gold, x3 Silver
One Show: x1 Bronce
Clio: x1 Silver
El Ojo de Iberoamérica: x1 Silver, x4 Bronze
CdeC: x1 InBook Ideas
Gerety Awards: x1 Bronce
Epica Awards: x1 Gold, x1 Bronze
The Webby Awards: Webby Winner
Fashion Cramps
BUSCOPAN, OPELLA. MRM, 2023
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AWARDS
El Sol: 1xPlata
D&AD: x1 Shortlist
One Show: x1 Merit
CdeC: x1 Shortlist
ADC: x1 Shortlist
Save The Beach Hotel
CORONA. CERVEZA MODELO. J.WALTER THOMPSON 2011
Año 2021 y los juguetes siguen siendo una forma de predefinir la actitud de miles de niños en España.
En un momento de gran polarización, era el momento de salir de las ideas políticas y dejar hablar
a los propios juguetes para que exijan jugar con el 100% de los niños
AWARDS
El Sol: 1xBronce
Cannes Lions: 1xShortlist
Danielle
LOTERÍAS Y APUESTAS DEL ESTADO. LEO BURNETT 2017.
Following the past three years concept "There's no bigger prize than sharing" we created a 20 minute short film called Danielle. A love story between a human (Daniel) and an alien (Danielle) who doesn't understand the value of money and that can't communicate properly. A lottery ticket will forever bind them and will make them discover that there's nothing bigger than sharing.
AWARDS
El Sol: 2xBronce
CdeC: x1 Bronce
The Vow
SONY PICTURES SPAIN. J.WALTER THOMPSON 2012
Año 2021 y los juguetes siguen siendo una forma de predefinir la actitud de miles de niños en España.
En un momento de gran polarización, era el momento de salir de las ideas políticas y dejar hablar
a los propios juguetes para que exijan jugar con el 100% de los niños
AWARDS
El Sol: 1xOro
Sergio García. Creative Director & Art Director. 2026