I write everything down because my mind is constantly racing with ideas and thoughts. It's the only way for me to capture them and make them tangible. My notebooks are my prized possessions and an integral part of my creative process. Whenever I come up with a new idea or a spark of inspiration, I immediately jot it down or sketch it out.

As for advertising, it has always been a passion of mine. Ever since I was a child growing up in Peru, I would stare at the billboards along the highway and analyze their designs. The same was true for television commercials; my mother would often remark that I seemed to enjoy the ads more than the shows themselves. Advertising is not just a career choice for me, it's a calling.

I hope you enjoy this peek into my mind.