Hey, I’m Juan Camilo, or JC (Jay-C, if you’re a hip-hop fan like me).

I’m a mountain kid with a soul that belongs to the sea. I’ve had the chance to explore a big part of Latin America and the world, mostly while working and traveling. As a Colombian, magical realism has always been part of my life, and advertising turned out to be the place where all of that comes together. It’s handed me some great stories: I worked on a project for Maradona’s TV channel that never saw the light of day, but I did get to meet Maradona. (It’s not my best design, but hey, you have to start somewhere.) I was at a Cannes Lions party when Puff Daddy walked in. And no, not that kind of party. Along the way, I’ve made friends everywhere, because creativity has a way of turning collaborators into friends.

I try to make work that speaks to everyone, and living in several countries has taught me a lot about how to really connect with people and understand cultural nuances.

Tech and visuals have always been my thing, and I’ve spent my career finding ways to mix them. AI has taken my skills to a whole new level. I’m not just playing with endless new tools, I’m building my own.

My biggest passions are photography and surfing. I’ve spent years looking for the perfect shot, the same way I’m always looking for the perfect idea, and whenever I can, I’m out trying to catch a good wave just for the fun of it. I don’t think I’ll ever stop looking.