Freelancer profile translated to English.
Back to original languageAbout Oscar
For over 20 years, I have worked in world-class advertising agencies, and if there is one thing this profession has taught me, it is that the best images are not born solely from a good tool. They are born when creativity, narrative, aesthetics, technology, and brand understanding find the right balance.
I have worked at agencies such as Sancho BBDO, McCann Colombia, Ogilvy, JWT, and DDB, developing pieces for brands that needed more than just design: they needed clarity, intention, consistency, and a visual form capable of connecting with their audiences.
Today, I work as a visual director and art director, integrating advertising creativity, graphic design, composition, commercial imagery, photographic post-production, and generative AI.
My approach is simple: understand the story a brand needs to tell and turn it into clear, memorable, and commercially useful images. I don't start with the tool. I start with criteria, with the idea, and with the real value that needs to be communicated.
Spanish
Native or bilingual
English
Conversational
Remote only
Primarily works remotely
Experience
- Incuadro StudioFreelance Visual Director · Art Direction and Generative AIPRESS AND MEDIAJune 2025 - Today (1 year and 1 month)Bogotá, ColombiaSince 2025, I have been working independently as a freelance visual director and art director, developing projects in commercial imagery, visual direction, composition, photographic post-production, visual identity, and creative exploration with generative AI.In this phase, I have focused my work on integrating visual criteria, advertising creativity, craft, technology, and image systems to build clearer, more consistent, and commercially useful pieces.I have also developed my own portfolio projects, visual studies, and workflows with generative AI, aimed at brands, products, campaigns, presentations, and digital communication.
- McCann Worldgroup ColombiaSr. Art Director / In-House Visual Director for EcopetrolPRESS AND MEDIAFebruary 2022 - April 2025 (3 years and 2 months)Bogotá, ColombiaAs part of the McCann Colombia In-House team for Ecopetrol, I participated in the development, adaptation, and visual control of communication pieces for a highly demanding corporate account.My role integrated art direction, graphic design, composition, retouching, final art, campaign adaptation, presentations, digital content, and internal and external communication materials, maintaining consistency with brand guidelines and precision in every delivery.I worked in a high-demand environment, with tight deadlines, multiple simultaneous requirements, and a constant need for visual consistency across pieces, channels, and formats.This experience strengthened my judgment in translating communication objectives into clear, organized, and executable visual decisions, paying attention to detail, hierarchy, legibility, and brand consistency.
- Sancho BBDOArt Director · Graphic CreativePRESS AND MEDIAFebruary 2010 - August 2015 (5 years and 6 months)Bogotá, ColombiaDuring my time at Sancho BBDO, I consolidated a key part of my development as an art director and graphic creative, participating in campaigns, communication pieces, and visual projects for high-level brands.My work integrated advertising creativity, art direction, graphic design, composition, retouching, visual craft, development of pieces for campaigns, and adaptation of concepts to different formats and channels.It was a particularly important period for strengthening my visual judgment, my ability to build ideas with clarity, and my understanding of the agency's creative standard. During this period, I participated in projects recognized at festivals such as Cannes Lions, FIAP, and Ojo de Iberoamérica, within high-performance creative and production teams.This experience allowed me to grow in visual direction, conceptual thinking, and the execution of pieces where the idea, the image, and the detail had to work together to sustain stronger communication.
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Education
- Graphic Design TrainingSENA — National Learning Service1998Formación cursada en diseño gráfico, orientada a composición visual, comunicación gráfica, producción de piezas impresas y fundamentos de diseño aplicados a comunicación comercial. Esta etapa fue la base técnica inicial de mi carrera, desarrollada posteriormente durante más de 20 años en agencias de publicidad como Sancho BBDO, McCann Colombia, Ogilvy, JWT y DDB.
Certifications
- Digital Marketing StrategySENA — National Learning Service2025
- Creation of Advertising PiecesSENA — National Learning Service2025