The Fifth Element is a group of professionals that sporadically work together because they love to do it. I am a creative soul, and The Fifth Element is where I really do what I want as a communicator. I decide on strategy, tactics, and creativity. I work for advertising agencies on particular projects, and I lead successful campaigns for medium size clients who want access to first-class communication. The Fifth Element is love for what we do, and this is something inalienable. That’s why we take special care of details.In the Fifth Element, I love to cure in-person social media, images, and text, nurturing communication and adding my personal touch. I recommend digital actions. Shoot commercials. Lead teams and usually get results.IDT, Vayyar, Univisión, Akoras, Grupo Correo and a selective group of advertising agencies, here and there, are responsible of our existance. Love it.

I worked promoting e-learning, creating digital tools, and shooting documentaries. I was digitally composing a top-notch Spanish Grammar for Ipad. In between, I wrote a strategic document that won the Profesionales Digitales Grant 2011, Spain’s government program tailored to promote the creation of digital production lab centers of I+R in the Universities. In this case, for building a Center of Digital Production here at the University of Cantabria, dedicated to creating apps and video games for mobile devices.

My mission:-Transforming an outdated business model focused on creating web pages into a hub for digital content creation.- Led a multidisciplinary group of writers, journalists, editors, designers, programmers, camera crews, and photographers to get the best of them.How Did I do it? - Promoting pride in a job well done because, in the end, quality is the final differentiator. - Installing autonomy as a mantra and empowering the staff in the day-to-day decision-making process.- Encouraging interdepartmental collaboration as the key to enjoying teamwork in a multidisciplinary and matrixial fashion.- Provoking digital thinking.- Introducing brainstorming and briefing as essential parts of the creative process.- Instilling branding in every detail while promoting our positioning via social media.- Led the experimental audiovisual efforts in our search for new formats - Changing the obsolete Spaniard work schedule for an American-European avant-garde approach. Outcomes.- The result of introducing a new perspective in the company's creative process and DNA is that today, Fraile y Blanco can offer proper competitive digital solutions in a market hungry for Apps, video games, and video digital content.- Clients: Santander Bank, Telefónica, Grupo Correo and Ayuntamiento de Santander. - Finally, I am the conceptual co-creator of Talentya, a Think Tank devoted to Digital Creation and Advertainment. The event is celebrated every year in Palma de Mallorca, Spain, and will be its third edition this year.

I was the creative leader and inspiration of a small but fierce creative group that, at that time, made something challenging in our profession. We created a successful brand that became the leader of international calling in the USA.The brand Boss Revolution was a hit because we broke the communication code used in the international calling industry.

Led all the Hispanic creative efforts for Jeep, Dodge, and Chrysler.Nurtured the creative team promoting brilliant creativity as the primary focus.Warranted a productive atmosphere to get the best of my creative team.Promoted confidence and autonomy among the members of my group.Drastically improved the quality level of the work developed by my creative team.Led the first online and offline multicultural efforts for Jeep Compass to reach young urban targets. Doubled the number of produced advertisements vs. previous years.Created the commercial selected during the Geneva Automotive Salon as the global launch campaign for Dodge Caliber.

Member of Ollin's board of directors.As Creative head of New Business, I increased ours by 50% our efficacy.Defined and supervised the creative product at all stages.Developed creative seminars for all the staff.Created the new brand image of Ollin Studio.Clients: Coca-Cola, Nintendo, MM Cinemas, Discovery, Greenpeace, 4TV, Channel 5, DDB, JWT, McCann, Euro RSG. Movies: Al otro lado, Km 31, Matando Cabos.

Member of the JWT Latin American Creative Board.Member of Puerto Rico's JWT Management Group.I developed a modern Creative Department for the Caribbean Region.I created a successful program for improving the personal sales skills of the agency team members based on developing their acting performance through theater classes. Promoted the technological change from PC to Mac platform by introducing new technology.Creating a new and independent studio segregated this activity from the creative department and focused on design.Building a production copy center for the TV stations with edition capabilities.Defined and implemented the creativity style based on strategic thinking and innovation.Developed and implemented creative concepts and supervised all the stages, from idea to final results.Presented campaigns to high-level executives of the Puerto Rican and Caribbean markets.I had the pleasure of leading the communications efforts for Ford, Shell, Energizer, Miller Brewing, Pfizer, Plaza Las Americas, Plaza del Caribe, Holsum, Eurodesign, Kraft, Tres Monjitas, Triple S (Largest Puerto Rican Medical Insurance Company), Rum Don Q, Unilever, Mattel Inc., Milk Producers Assoc., Kimberly Clark, AOL, Caico (Car Insurance), American Red Cross.

Member of the Creative Board of Bates USA. I Developed, implemented, and supervised all stages of the creative work for the Latin American Region.Defined the creativity style based on strategic thinking and innovation.Created and promoted creative guidelines for the region.Built an open and eclectic atmosphere letting creativity flourish.Presented campaigns to high-level executives of the Hispanic and Latin American markets.Promoted creative training programs at the regional level.Clients: Mercedes-Benz, Tutopia.com, Unete.com, WebFabrica.com, FotoTodo.com, Wendy’s, BellSouth, Time, ESPN, AVIS, Lipitor, St. Lukes Hospital, Trojan, Camel, Ballantine’s, Sauza, Purina, Wall Street Journal Interactive, Disney, Warner Lambert, Trocamanía.

Developed creative concepts and campaigns for TV, radio, and print ads.Supervised and Inspired the creative group.Presented campaigns to high-level executives.Produced a strategic plan to change the perception of Lowe in the market by airing a creative public service campaign on CNN Latinoamerica, CNI Canal 40, and Multivision. The campaign was a success and the first action of this kind in Mexico.Clients: Coca-Cola Company, Mercedes-Benz, United Distillers, Asociación Nacional de laCerveza (National Beer Association) Cemex and Wyeth.