Hola! I'm Carlos, a Peruvian-born multidisciplinary designer, art director, and creative director, with over 15 years of experience. I've had the pleasure of leading the design of digital experiences, crafting brand identities, and creating some pretty cool advertising campaigns. I'm also a photographer, and the founder of Esencia, a multidisciplinary design studio.
Selected Work from 2009 - 2017
A logo inspired by drawings and glyphs from pre-Hispanic cultures in Latin America and Central America. The font Kawak, designed by Javier Viramontes, is a sans inspired by Mayan glyphs from the Tzolk’in ritual cycle. Kawak marries modernist typographic tradition with pre-Hispanic formalism.
WeigthWatchers CRM Center. It was the biggest product development done by the company to be used internally. Approximately 1200 Customer Service Agents across Kansas, Missouri, and the Philippines were using this product.
I led the visual design of Weight Watchers' new members-only video platform, featuring themed videos with Oprah's insights, member stories, and recipes from her cookbook to inspire members on their weight loss journey. I collaborated with a Product Designer on concepts, wireframes, and user testing, working closely with engineers and the Product Manager for a successful launch.
Collaborating with McCann XBC, we employed visually compelling art direction and eloquent copywriting to convey a message of optimism across all campaign elements. This multi-platform advertising initiative encompassed banner ads, interactive media, print, television, and online video content. I led the art direction of every unit in the campaign’s digital footprint – including 9 originally produced online video units.
The 'Sin Igual' campaign ("Like No Other" in English) celebrated the profound pride and cultural bond shared by Jägermeister and the Latino community. It marked Jägermeister's inaugural campaign targeted at Hispanics. We worked with award-winning photographer Stefan Ruiz to capture images of the brand's Hispanic consumers and created experiential events in LA, NY, and Houston. I led design efforts, overseeing everything from event napkins to the microsite, collaborating with a team of designers, and managing multiple creative iterations over months.
Johnnie Walker tasked us with transforming the "My Label is Black" TV concept into a comprehensive 360-degree experience, centered around social media. Leveraging Johnnie Walker's iconic bottle as the campaign's creative centerpiece, we implemented a total market strategy, rooted in Hispanic insights. The campaign, deployed across key U.S. markets, encompassed television, digital, social media, out-of-home, and radio components.
I led creative concept, art direction, and illustrations for Cigna's social media content at MRM//McCann, with animation by Cameron Gabrys.
While at XL Alliance, I led the Art Direction for this TV Spot for Honey Bunches of Oats, created for the Mexico market.