by Paul | May 12, 2026 | Advertising, Business |
No one wakes up in consideration. They wake up in context. We would like to believe people move through clear stages because that would make our work neater and our projections cleaner. But people do not live that way. They do not start their day inside a funnel...
by Paul | Mar 5, 2024 | Advertising, Art Direction |
Some days ago, I was playing with an app called NGL, or as I called it: the grandson of formspring.me. Someone asked for my recommendation as a former Art Director for a course in that field, saying it would be better if it were online. I’ve never thought that before…...
by Paul | Feb 22, 2024 | Advertising, Books, Business |
Normally, when I finish a book, I feel a little sad. It could be a novel, an advertising or just a graphic novel, but the feeling it’s the same… until today. “How Brands Blow”, gave me a smile at the end and not just because it’s a funny reading, it was because the...
by Paul | Nov 24, 2023 | Business, RoastBrief
Originally posted here (Spanish) in 2017. With the release of its third season, ‘Los Caballeros de Cali,’ we realize that Narcos is here to stay and that its construction in the first two seasons did what everyone wants for their brand: evoke love in...
by Paul | Nov 24, 2023 | Advertising, RoastBrief
Originally posted here (Spanish) in 2017. I am one of those who believe that true ‘influencers’ are those ordinary people who are by your side every day: those who recommend, or not, a product to you. That close person you trust based on past experiences....
