José María Hernaez Aymat

CREATIVE COPY. Dream devourer. Intuitive and insightful. I see the speck in others' eyes much better than an elephant in mine. I am curious and make others' dreams my own. I've seen mine too much and forget them quickly; like Peter Pan, I need space for new adventures.

Storytelling is my thing. In El País Estilo every weekend, I dragged readers out of their routine and into new sensations like hot air ballooning, bungee jumping, canyoning, or paragliding. The only thing I didn't dare to try was bungee jumping. What screams they let out when they plunged into the void...

In Ser Padres, I wrote Chicco's advice to new mothers, about this bottle or that new anatomical pacifier. That's what getting into character is all about!

I've been chased and seduced by a lot of motor oils, BP, Total, Cepsa, Repsol, and Campsa. Is that why at home they always give me the privilege of changing the car's oil?

But when it's time to get serious, oh friend, rules are rules! And it's not my school rector's favorite phrase, it was the texts for AENOR.

I've shed angelic light on the good things some politicians do and very dark shadows, very dark ones that are best not mentioned in electoral videos or mailings.

In short, many years of "torturing" the client on the rack of truth to focus them on what they really want to convey or create. That's why I ended up certifying as a professional Executive Coach by AECOP. This way, video scripts, social media content, slogans, brochures, specialized magazines, internal newsletters, and posters don't carry traces of mercurochrome.

But all this is in the past. And as José Luis García Berlanga told me on a shoot... "What I like is to play." For me, it's writing.