Hola ! Ciao! Hey! Hallo! (just kidding,
I don´t speak german).
I´m Paulo,
a creative director
with an international background.
I was born in a small town tucked between mountains and coffee fields in the heart of Colombia. Now, I live in Rome — surrounded by ruins, art, and the best trattorie in the world.
There’s one thing I love most — and surprisingly, it’s not creativity. Strange, right?
What I truly love is curiosity.
And I realized it early. I still remember the exact moment: I was 7, sitting in school one afternoon, when my mom gently asked why I had signed up for the Spanish guitar class, the folkloric dance group, the theater club, the drawing lessons, and the chess team — all at once. That was the day I understood that curiosity wasn’t just something I had. It was who I was.
Another thing I’ve grown to love is the ability to solve problems — and actually enjoy it. Like when I moved
to Buenos Aires at 19 to take a course on photography lighting. It was my first time traveling alone, and my first time leaving the country. I didn’t know a single person there, had no idea how to get around, and all I had was the address of the school scribbled on a piece of paper. It was 2003 — no Google Maps, no smartphone.
What sounded like a big problem turned out to be one
of the best adventures of my life.
Here I am, sharing some of the projects I’ve loved
the most during my time as a creative director.
Each one holds a story, a challenge, a spark.
Some were crafted with a global audience in mind — especially the work for Lavazza, Ferrari, Juventus, and ITA Airways. Others, like the campaigns for IKEA
and American Express, were designed specifically for the Italian market, where insight and cultural nuance made all the difference.
Every piece reflects not just a strategy,
but a moment I genuinely loved bringing to life,
side by side with the team I was lucky to call my own.
And if you like to solve other kind of problems,
you can try with this one: