15+ years turning briefs into ideas, scripts and strategies for brands like Flix, Bayer, Visa and Twinings. Today I also direct AI to produce more, faster, without cutting corners on craft. In Spanish and English.
Brands I've worked with
About me
From there I moved into political comedy, YouTube channels, a digital magazine and now AI, always with the same craft: ideas, scripts, concepts, strategies and copy, across Venezuela, Mexico and the US Hispanic market. Today I lead creative teams, define how brands speak and build AI production workflows that multiply what a team can do.
I also founded Copiloto Lab, a Spanish-language lab to learn how to direct AI.
Gustavo Márquez
Services
From brief to final piece: strategy, concept, script and AI production. In Spanish or English.
One central idea that holds a campaign, launch or event together, and carries many pieces without losing strength.
Case: “Awaken your future self”, Foro Creadores México
I define how your brand speaks and why, so people feel it's theirs, not imported.
Case: Flix Mexico, now with more followers than ADO
TV, radio, YouTube and social. Stories with rhythm that people watch to the end, from comedy to emotion.
Case: Aladino's “Genius” series
AI video, imagery and product shots: more pieces, faster, same quality. What didn't fit the budget before now does.
Case: “The woman who sees the future”, for Flix
I think and write in Spanish and English. I adapt global campaigns for Latin America and the US Hispanic market, never word for word.
IELTS-certified advanced English, studied in London
I lead strategy, copy, design and production teams and get them ready to work with AI: clear workflows, the right tools and creative judgment.
Teams of up to 9 people
Selected work
Ideas, campaigns, concepts and content. Hit play: the videos run right here.
Creative concept · Brand voice
FlixBus is one of the world's largest bus brands. For its arrival in Mexico I developed the foundation of the tone the brand still uses there today: how to speak so it never feels like a foreign brand.
It took months to find a different voice in a category that felt old and full of clichés. Today Flix beats ADO, Mexico's largest bus company, in followers and engagement. These videos were its start.
More followers
than ADO
Creative consulting · Idea
Malvestida × Ben & Frank
With the Malvestida.com team we built a proposal to highlight the problems women in Mexico face, using Ben & Frank as a bridge. I developed the creative concept for the campaign video.
Concept · Strategy
Twinings México
The brand wanted new routines around tea. I developed a series where tea takes the lead in moments where it usually goes unnoticed. This is the short version.
Scriptwriting
Aladino
I wrote several pieces of the Genius series for Aladino peanut butter: new ways to use it that make the dishes you always order on Uber Eats or Rappi more epic.
Concept · Production
Bayer
The brief: sell more flea collars through content. The result: dogs hugging strangers, because they're protected against all kinds of parasites.
Concept · Production
Máxima Premium
A series about the mayo told by its biggest users: esquite (corn snack) vendors. A rhythmic piece touring the best esquites in Coyoacán and downtown Mexico City.
Event concept
Foro Creadores México
A concept to draw people to the forum's first edition. It became the line that marked every piece of the event.
Concept · Ideas
Twinings México
In a time of fast, fleeting content, these pieces offer a slower experience: a moment to enjoy and disconnect that ends with a meaningful phrase. You can't rush a tea brand.
My goal on every project is always the same: getting an email that says
Will your brand write the next one?“This turned out incredible.
People loved it.”
Creative direction + AI
As a creative director specialized in AI, I designed and rolled out AI production workflows at the agency to scale campaigns without cutting corners on craft, and got the team ready to use them. The idea and the judgment stay human. AI brings the speed and makes possible what used to be out of reach on time or budget.
“The woman who sees the future”, made with AI for Flix
Scenes impossible to shoot on time or budget. “The woman who sees the future” and the bus scenes in the first Flix videos were made with AI.
Product images, key visuals and social assets at volume, with art direction and brand consistency.
Assistants that know each brand's guidelines: they review copy, write scripts in its tone and generate prompts in its visual style.
I design workflows and get creative teams ready to use AI day to day: which tool to use, at which step, and where human judgment stays in charge. Less time on repetitive tasks, more time for ideas.
Personal venture · Founder
A Spanish-language lab to master AI: practical workflows, prompts and strategies for creatives, business owners and freelancers in Latin America. It's where I test and document real production use cases.
Experience
Venezuela · Mexico · US Hispanic
IELTS certified
I studied in London (University of the Arts London) and created content for the US Hispanic market.
2018 — present
Creative strategy and digital campaigns for Bayer, Flix, Twinings, Brother, IATI, Star Médica, Aladino, Karo and Capullo. I lead multidisciplinary teams, designed their AI production workflows and get them ready to use AI.
Now
Spanish-language platform on AI for creative and marketing teams in Latin America.
2017 — 2018
Content and social media strategy for Grupo Bimbo, Snickers and Visa.
2013 — 2015
Entertainment and comedy for the US Hispanic audience, from YouTube channels to proposals for Univision.
2011 — 2012
Scripts and production for political comedy in Venezuela. Reed Latino and Pollie awards.
Let's work together
Got a brand that needs an idea? Tell me about the project. I work remotely, in Spanish or English.