Nine of those years were at Nike, where I was their first digital hire in Mexico and later led Nike Sportswear digital for North America: the first Air Max Day, the SNKRS app launch. Since then I've directed campaigns for Timberland, Google, YouTube, HP, Converse and Leagues Cup, always embedded with the brand's own team. Three years ago I rebuilt my process around AI. I sit on an Adobe AI advisory board, spoke at Adobe Design Week, and teach working creatives how to fold these tools into their craft without losing it. I also founded Idol Threads, an apparel brand I run end to end on that same pipeline. The tools changed. The job didn't: know the culture, tell the story, make people feel something. Mexican-born, raised across Latin America, fluent in the cultures my work speaks to.