A hands-on creative who enjoys bringing his ideas to life.
I started creating amateur content in 2004 with a Sony Handycam, then produced TV programs and a soap opera in my town. In 2010, I studied advertising creativity and began working professionally as a creative in global advertising agencies from Argentina. In 2016, I stepped away from the agency world to led a 10 people team at the National Ministry of Transportation.
Starting in 2019, I began working part-time independently with numerous clients. The tasks I undertake include creating creative concepts, writing headlines, content creation, event coverage, social media strategy, branding, WordPress web design, Meta ads campaigns, crisis communication solutions, etc.
All the experience gained over 14 years enables me to bring an innovative, proactive, and passionate profile to the field of education, dedicated to developing and implementing new ideas.
Advertising Agencies
DDB, Don, McCann, Ogilvy
Brands
DirecTV, 20th Fox, Toyota, Latam, Philips, IBM, Branca, Llave, Coca Cola, Aerolineas Argentinas, Reebok, Nesquik, etc.
Tools
Adobe Suite (Premiere PRO, After Effects, Audition, Illustrator, Lightroom, Photoshop), Final Cut PRO, WordPress, Elementor, WP Bakery, Keynote, Garage Band, Excel/Sheet, Word/Docs, Sheet, Notion, Trello, Sensei LMS, Coassemble LMS, Google Classroom, Midjourney, Runway, Leonardo Ai, ChatGPT, Flux, Suno, Udio, Firefly, Eleven Labs, Zapier, Pipedrive, Mailchimp, Meta Ads, Google Ads, Metricool, Canva, Inshot, Luma 3d, CapCut, Hootsuite, Socialgest, etc.
On 18 July 1994 there was a terrorist attack on a Jewish establishment, leaving a total of 84 fatalities. There was never a culprit. This campaign was made by Ogilvy and is a tool to help remember the victims.
🥉This was a freelance work I did for an agency in Ecuador in 2012 and with which we won a bronze in the ”El ojo de Iberoamérica” awards. Plop is a brand of lollipops and the concept of the campaign is ”small extortions”, something that completely changes the target of who we talk to in the campaign.
DIRECTV / Doing a lot of 360° campaigns
When I worked at Ogilvy, I was working almost exclusively for DirecTV Argentina, making content for all their channels.
DIRECTV / An interactive billboard.
To present a series of MMA fights,
we did this.
juanetch
@juanetch
@juanetch
One person, different roles.
Throughout my 20-year career, I have been involved in a multitude of projects, and driven by a strong commitment to their completion, I have developed a wide range of skills to independently address all challenges. I now possess the requisite experience to lead a multidisciplinary content team, or if required, execute the entire process independently.
Experimenting with my own brand
A few months ago, I created a campaign entirely with AI in just 2 days. I needed to promote the marketing courses of my school, so I first came up with the concept: Study wherever you want. This campaign aims to highlight the benefit of being able to study when you have the energy to do so, unlike online and live courses that everyone takes after finishing work when they are exhausted. My workflow involved generating the images with Flux, animating them in Runway, incorporating course footage using After Effects, composing a soundtrack with Udio, and finally assembling the final product and adding titles in Adobe Premiere Pro.
Myfirst viral
😃 Over the years I have made tens of viral videos, but some of them have surpassed one million views. Like the time I organised a march against the government, or the one where I explained how inflation works, but this was the first one: Just a video I filmed with friends, a powerful insight and the rest was history.
Expressing creativity in many ways
One day I started leading the digital communication of a ministry.
In the 2015 presidential elections, populism was defeated, so months later, I left my job as a creative copywriter at Ogilvy Buenos Aires and went to work for the government: I became Content manager of the National Ministry of Transport. There I put together a team of 10 people and led the creation of content for the Ministry's social networks and also for Minister Guillermo Dietrich's profiles. I travelled all over the country producing different types of content showing infrastructure works in airports, ports, trains, highways, roads, etc. My main challenge was to work with a traditional communication area, but finding a new way of telling stories, adapting them to new digital formats. The following jobs were part of this experience as Content Manager 👇🏻.
✈️A new air traffic control tower had been built at the airport and instead of filming it, I decided to make a creative video with the Tilt Shift effect to show the panoramic view of the tower.
🚉 After two years, the railway works have been carried out to bring the train back to the city of Mar del Plata. That train passes through many small towns, and instead of making an institutional video about what the infrastructure work meant, I chose to make one showing what it meant for the local people. The main decision I made was not to film the train in motion, but to film it from the window.
🚌 Metrobus is an exclusive bus lane that was developed in different cities of the country. With my team we worked on the launch of the campaign to make people aware of this great infrastructure project.
🚎 Buenos Aires has hundreds of bus routes, and each bus has a colour and a number that identifies it. But what also happens is that each route that takes you to work or to school has its own particularities. That's why we created a series of videos about the stories behind each route.
