Hola, I'm Federico, but most people call me “Fede.” Born and raised in Uruguay, I grew up with the glow of a TV set on my face. My childhood was pretty standard - rectangular pizzas, Sunday barbecues, and Christmas in the summer.

One of my earliest heroes was RoboCop. Not your typical role model, I know, but it wasn't the cyborg lawman that fascinated me. It was the quirky ads between the action. Those offbeat commercials made a lasting impression on me.

Currently, I'm an Associate Creative Director at Conill Saatchi & Saatchi in Los Angeles. Before that, I sharpened my skills as an ACD at Leo Burnett in Mexico City. If you rewind a bit further, you'll find me chain-smoking believing that cigarettes and ideas were inseparable at agencies like Punto Ogilvy and Havas Gurisa in my hometown of Montevideo.

I’m passionate about what we do; finding solutions just by talking for hours with good people, it’s truly a unique experience. I thrive on collaborating with others who challenge and inspire me. Beyond the agency life, I'm also a lover of advertising as part of the audience. I'll never forget the thrill of watching ads that transcended price tags and sales pitches - the captivating stories, those that stirred emotions, the ones that entertained us or stole a smile from us.

On a personal note, I share my life with another copywriter. We consciously avoid boring our friends with endless ad talk at dinner parties. Our furry companion is a Chihuahua named "Masita," meaning "Tiny Pastry" in Uruguayan Spanish. As a master manipulator, she effortlessly maneuvers her way in and out of any situation with her irresistible charm and occasional panic.