Fernando is a Creative Director with a career spanning over two decades in the industry. Having worked across various agencies in Latin American and North American markets, he has called cities like Bogotá, Lima, Mexico City, New York, and Toronto home throughout his professional journey.

Throughout his illustrious career, Fernando has collaborated with a diverse array of global brands including Apple, Google, Meta, IKEA, KraftHeinz, Frito-Lay, Virgin Mobile, Samsung, AdCouncil, Coca-Cola, DirecTV, P&G, McDonald’s, SAB Miller, AB InBev, Diageo, Red Cross, United Nations, among many others.

He has lent his expertise to renowned networks and independent agencies such as Leo Burnett, TBWA/Media Arts Lab, R/GA NY, and lastly, Rethink Toronto.

Fernando approaches every project with a mix of strategy and craft, which has led him to earn recognition at almost every international advertising award show. Among his notable achievements are leading his team to secure the first Grand Prix in Colombia’s history at Cannes Lions in 2014, crafting one of the most successful multi-award winning campaigns for AdCouncil, titled “The Gentle Giant” in 2022, and helping Rethink's ascent to the #3 Independent agency globally, with one of the most acclaimed campaigns for KraftHeinz, “Ketchup Fraud” in 2023.