Santiago LUNA LUPO

Executive Creative Director | WE BELIEVERS

For the last 16 years, Santiago has worked with a wide variety of local and global clients at independent creative agencies in Buenos Aires, Miami, and New York.

Along the way, he developed strong conceptual and strategic thinking skills and a knack for bringing simple solutions to complicated briefs.

He has been lucky enough to work with clients like Burger King, Volvo, Pepsi, Corona, Heineken, Apple, Optimum, Rolling Stone. He has been recognized by all major advertising awards, winning over 200 accolades, including 11 Cannes Lions, a D&AD White Pencil, a One Show Green Pencil, winner of the first-ever World Changing Ideas by Fast Company, and 12 Grand Prix among others.

His work has helped We Believers to become #6 Innovation Agency & #10 independent Agency of the year in 2016 according to the Cannes Global Report. They were also named Best Independent Agency at El Ojo de Iberoamérica four times.

In his spare time, he created the interactive experiment “The Image Language”, featured in Gizmodo, USA Today, Social Times and in 164 countries. He has written almost 200 stories on paper napkins and is writing his first children's book.

questionnaire

1. What was your very first job? 

My first job was buying and selling all kinds of stuff in a shop called Cash Converters. It was the best training camp for advertising.

2. Please describe, in your own words, what your job is and what work it entails.

As an Executive Creative Director and copywriter, I work hands-on with a small group of talented people to try to come up with solutions with our clients.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

I knew I wanted to join the creative world on May 25th, 2001, when I walked into an advertising agency for the first time. I was meeting a friend of a friend, Archie Campos, at Bozell Vazquez, an agency in Buenos Aires. I'll never forget the people running with foam dart guns, the script to review, and the vibe. I was blown away. 

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

I believe you have to be up to speed with everything in the ad industry to know what's already been done, but at the same time keep a distance so you do something totally different. A beautiful paradox. So, I move like waves. I go and take a look at what's new and then go and read the biography of tennis player Andre Agassi. Again, deep into the latest winners and back again to a web about memes. Best of Show, then building a block fortress with my kids. Back and forth, with eyes and ears as open as I can.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

All of them. And each of them for different reasons. From our latest, Burger King's “Cows’ Menu”, to the first one I had published in a Sunday newspaper, a lower third black and white ad for Suzuki. But if I have to pick one, it would be “The Image Language”. It was a personal project back in 2012 that translated words into the first image of Google images. It was fun and we learned so much by doing it.

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

It’s not about the format, it’s all about the idea. If you can connect with people in a way that resonates with them, offering an experience that they can’t wait to share, you are in a good direction. Whether it's social, experiential, direct, AI, it’s all about connecting in a relevant way. 

jury

VP of Design | RESTAURANT BRANDS INTL.
Art Producer | VANS
Exec Creative Director | MNEMONIC AGENCY
Storyteller Content & Campaigning | BREUNINGER
VP Global Marketing | IMAX
Chief Engagement & Mktg Officer | EHE HEALTH
Creative Director | APPLE
Chief Brand Officer | CARHARTT
CCO | OGILVY MEXICO & LATAM
Head of Creative Operations | SPECSAVERS
VP Global Creative Dir | BUMBLE AND BUMBLE
Executive Producer | MINTED CONTENT
Global CCO | LONDON LUXURY
VP Video & Creative | SYNEOS HEALTH COMM
Creative Direction
Director of Content Prod | SEPHORA
Executive Creative Director | GTB BRAZIL
Sr Art Director | SEPHORA USA
Creative Director | FRED & FARID LA
Senior Creative | AKQA
EVP Creative Director | REVHEALTH
VP Creative Director | TINDER
Creative Director | BAUME & MERCIER
Marketing Manager | VALMONT
Art Buyer | BUREAU BRAUNE
Executive CD | ARNOLD WORLDWIDE BOSTON
SVP | MACANDREWS & FORBES
Creative Director | TORY BURCH
SVP | PUBLICIS ONE TEAM
VP Marketing & Advertising | AT&T
VP Global Creative | KIEHL'S
Senior Marketing Executive | PHILIPS
VP Creative Director | MULLEN LOWE GROUP
VP Creative & Brand director | The Honest Co
VP, Brand, Content, & Community | CANADA GOOSE
Partner | FORECAST AGENCY
Marketing Director | LUFTHANSA
Creative Director | GRABARZ UND PARTNER
President, Chief Creative Officer | HAVAS HEALTH
Director of Production | FCB INFERNO
Brand Narrative Manager | NIKE
Creative Director | DKNY
Talent Lead | ESTEE LAUDER
Executive Producer | GENERAL MILLS
Creative Director | O'KEEFE REINHARD & PAUL
Creative Director | VMLY&R
STRATEGY CONCEPT DESIGN | MAVODI
Creative Director | OKLAHOMA GAZETTE
Creative Director | PROCTER & GAMBLE
Creative Director | HERE
Executive Creative Director EMEA | HUGE INC.
Sr. Director | NIKE
Chief Creative Officer | EVOKE
CEO | DRAB AGENCY
CCO | GREY MALAYSIA
VP Creative | ESTEE LAUDER
Chief Creative Officer | VANMOOF
CD | GOODBY, SILVERSTEIN & PARTNERS
VP, Global Creative Dir, Origins | ESTÉE LAUDER
VP Creative Director | AUTHENTIC BRANDS
EVP | MCCANN NEW YORK
Principal, Strategic Advisor | J WOLF ADVISORS
Executive Director | IBM NY
Design Director | PHENOMENON
Chief Creative Officer | AIR PARIS
VP, Partner Marketing | PANDORA MEDIA, INC.
SVP Marketing
CCO | NELSON SCHMIDT
Director of Content Production | MILK MAKEUP
Sr Creative Director | BANANA REPUBLIC
Art Director | GQ ITALY / CONDE NAST
Creative Director | JOAN CREATIVE
Co-Founder | HEARTY
Creative Director | MCCANN NY
Chief Creative Officer | INBRAX CHILE
Creative Director | SOLAR INITIATIVE
Sr. Managing Photo Art Director | L.L. BEAN
Exec Creative Director | R/GA
Production Director | NIKE
Creative Director
Exec Creative Director | Mischief USA
Dir. of Prod. & Business Affairs | MEKANISM
Producer / Brand Creative | CAPITAL ONE
Brand Strategy | VOLKSWAGEN
Senior Art Director | BOMBAS
Executive Producer | WIEDEN+KENNEDY
Brand Director | VOLKSWAGEN
Advertising Manager | FERRERO
Sr. Manager Content and Prod | ATLANTA HAWKS
Creative Producer | NIKE
Art Director | STUDIO LH
Head of Photography | BBC
Head of Art Buying | IRIS WORLDWIDE
Head of Photo+Art Buying, Mktg | NY TIMES
Director, Brand Design | Healthcare Company
Director of Integrated Production | FCB NEW YORK
CCO | MADE.COM
General Director | TBWA VENEZUELA
Creative Director | AWAY TRAVEL
Marketing Director | OAKLEY
Head of Video | JP MORGAN CHASE & CO
Digital Production Director | JUICE PHARMA WW
Creative Director | INDUSTRIAL COLOR
Sr Producer | UNILEVER, U STUDIO
Art Buying | TRACK GERMANY
CEO | CFS KRUG
Creative Director | GOOGLE
Creative Director | UNILEVER
Executive Creative Director | HAVAS DUSSELDORF
Creative Director
Creative Director | ANDIE SWIM
Head of Art Production | DROGA5
Sr Content Producer | CARMICHAEL LYNCH
Creative Lead/Art Director | IKEA
Marketing Director | HARRY'S
Group Creative Director | HAVAS CHICAGO
Creative Director, Founder | JAM
Marketing Communications | DESKO
Executive Creative Director | WE BELIEVERS
Executive Producer | OGILVY & MATHER CHICAGO
Creative Director | G-STAR
CCO | GREY DÜSSELDORF GMBH
Executive Creative Director | BBH
Director, Head of Production | LINKEDIN
Creative Director, Luxury Studio | COTY
Sr. Marketing Executive | UNITED TALENT AGENCY
SVP, Communications | HERMÈS
Creative Director | LA MER
Creative Director | MICROSOFT
Executive Director | MERCK
Sr Creative Director | UNDER ARMOUR
Director of Marketing | PEPSICO
VP, Creative Content, CBS Photography | CBS
Creative Director | COTY
EVP, Executive Creative Director | VELOCITY
Executive Creative | PROOF ADVERTISING
CCO | WUNDERMAN THOMPSON
ECD | BBDO PAKISTAN
Creative Director | VMLY&R
SVP, Brand Creative | KATE SPADE NEW YORK
Sr. Director, Brand Mktg & Creative | SOUL CYCLE
Group Creative Director | DOLLAR SHAVE CO
Founder | SMALL AGENCY
Senior Art Director | SEPHORA
Photo Editor | HEARST ENTHUSIAST GR
SVP Integrated Production | GSW WORLDWIDE
Digital Visuals Dir | PAT MCGRATH LABS
Creative Director | BSSP
Creative Director | MOTHER LA
Creative Director | BROOKS RUNNING
Creative Director | TLGG
Creative Producer | CALVIN KLEIN
VP of Photo Production | MACY'S
Creative Director | EBRU PINAR INC.
Content Production Manager | KATE SPADE
EVP | LEO BURNETT
Senior Designer | JKR GLOBAL
Creative Director | CHANEL
Dir. of Creative Production| CONVERSE
VP Creative | BURBERRY
CHIEF CREATIVE OFFICER | (EX DON BUENOS AIRES)
Executive Creative Director | GEOMETRY
ECD, Chief Creative Officer | CLOROX
Group Creative Director | SPOTIFY
Creative Director M&C SAATCHI SPORT & ENTERTAINMENT
Dir. of Comm. | COLOSSAL MEDIA
Founder | MATTE PROJECTS
Group Creative Director | INTER PARFUMS
Founder, CCO | MOJO SUPERMARKET
VP, Creative Services | WARNER RECORDS
CD | DONALD SCHNEIDER STUDIO
AVP of Design | SAKS FIFTH AVENUE
Art Buying | PHILIPP UND KEUNTJE GMBH
VP of Marketing | BEAUTY BLENDER
Art Director | DENTSU INC
Creative Director | HUGE NY
Sr. Creative Director | OLD NAVY
Dir. of Creative | INTERSCOPE RECORDS
Creative Director | VIACOMCBS
Creative Director | TRANSLATION
Executive Creative Director | SERVICEPLAN
Art Director | DISPLEY COPY
AVP, Creative Director | SKINCEUTICALS
Executive Creative Director | McCANN/MRM
Sr Art Director | COTY
Head of Creative Svsc. | WALT DISNEY LATAM
Sr Strategist | MICROSOFT
Creative Director | VALMONT
VP, Global Creative | ESTÉE LAUDER COMPANIES
Creative Director | APPLE
CCO | THOMSON REUTERS
Creative Project Director |DENTSU TOKYO
Exec Creative Director | SID LEE
Executive Creative Director | TBWA\CHIAT\DAY\NY
Marketing Manager | HEINEKEN
Sr. Photography Producer | APPLE
Creative VP | THE COMMUNITY
Art Director | FACEBOOK
VP Creative Marketing & Operations | VERIZON
Creative Director | APPLE
Executive Creative Director
Creative Director | AMAZON
Founder | NR2154
Creative Director | WOLFSTREET
Creative and Artistic Director | NWA
Creative Director | MSMEYAGI CREATIVE
Head of Digital & Design | WPP
SVP | SK TELECOM
Creative Producer | NETFLIX
Exec Creative Director | BLUE STEM BRANDS
Exec Creative Director | McCANN/MRM
©2018 LE BOOK All Rights Reserved