Hi! I’m Beto, Group Creative Director at Monks Buenos Aires.
I’ve spent the past decade creating award-winning ideas for some of the world’s leading brands.
Look, it was either that or “I’m passionate about storytelling.”
Let's get serious. Recently, I have been focusing on Entertainment. It’s a field I’ve made my own. No formats. No rules. Just bold ideas that help local stories travel, and global hits feel local. From massive OOH takeovers to metaverse stunts and finely crafted AV work. Always for Netflix’s biggest shows, like Wednesday, Sex Education, or Stranger Things.
We turned a World Cup meme into city-wide wallpaper for Murder Mystery 2.
We dropped a bouncing car in Palermo on Spring Day for Sex Education.
We built a Roblox immersive experience for Cielo Grande.
We edited Senna into a 1:21:314 cut inspired by his Monaco lap.
We staged a fake wedding at the iconic Teatro Colón for Bridgerton.
We launched Rebel Moon with Lionel Scaloni as galactic ambassador.
We teased El Eternauta, Netflix’s boldest Argentine project to date.
We dropped a bouncing car in Palermo on Spring Day for Sex Education.
We built a Roblox immersive experience for Cielo Grande.
We edited Senna into a 1:21:314 cut inspired by his Monaco lap.
We staged a fake wedding at the iconic Teatro Colón for Bridgerton.
We launched Rebel Moon with Lionel Scaloni as galactic ambassador.
We teased El Eternauta, Netflix’s boldest Argentine project to date.
These ideas were organically picked up by major media outlets, including BBC, The Guardian, The New York Times, La Nación, ESPN, Clarín, Infobae, Fox Sports, CNN, Rolling Stone, VICE, UNILAD, Wired, Mashable, AdAge, AdWeek, The Drum, Campaign, Contagious, Latin Spots, Creativity Online, among many others.
They’ve also been recognized with top national and international creative awards, including metals at Cannes Lions, Clio, LIA, Ojo de Iberoamérica, Diente, Lápiz, and beyond.
But, of course, I’ve also passionately developed ideas across many industries throughout my career:
We convinced an ibuprofen brand like Fabogesic to advertise not to self-medicate.
We created a game to reconnect parents and kids for Oreo during lockdown.
We shot a cinematic spot with Berlin from Money Heist for Renault Duster.
We co-created a track for Beldent with Ecko.
We made a music doc about L-Gante, just before he hit the charts, for Spotify.
We created a game to reconnect parents and kids for Oreo during lockdown.
We shot a cinematic spot with Berlin from Money Heist for Renault Duster.
We co-created a track for Beldent with Ecko.
We made a music doc about L-Gante, just before he hit the charts, for Spotify.
Lately, I’ve been exploring AI as a creative partner. I built a virtual manager called AI-berto, which you can try in this portfolio. I trained a GPT that speaks like my childhood football hero. And I use these tools every day, not to replace creativity, but to push it further.
One last thing. I published my first short story collection. Seeing it on the shelves of Argentina’s best bookstores might be my proudest moment so far.
I’m just one email away. Or you can talk to my agent. The virtual one, of course.
📧 Email: albezeq@gmail.com
[EXPERIENCE]
Group Creative Director (2023 - Present) Monks BA
Creative Director (2021 - 2023) Monks BA
Creative Director (2019 - 2021) Saatchi & Saatchi
Creative Director (2018 - 2019) Publicis Buenos Aires
Senior Copywriter (2017) El Almacén
Senior Copywriter (2015 - 2017) Publicis Buenos Aires
Junior Copywriter (2014 - 2015) Publicis Buenos Aires
Junior Copywriter (2012 - 2014) Dentsu Argentina
PR Trainee (2012) Nexus (NGO)
Creative Copywriting Professor (2018 - Present) Grow Escuela de Internet
Creative Director (2021 - 2023) Monks BA
Creative Director (2019 - 2021) Saatchi & Saatchi
Creative Director (2018 - 2019) Publicis Buenos Aires
Senior Copywriter (2017) El Almacén
Senior Copywriter (2015 - 2017) Publicis Buenos Aires
Junior Copywriter (2014 - 2015) Publicis Buenos Aires
Junior Copywriter (2012 - 2014) Dentsu Argentina
PR Trainee (2012) Nexus (NGO)
Creative Copywriting Professor (2018 - Present) Grow Escuela de Internet
[CLIENTS ]
Netflix, Spotify. Heineken. Oreo. FIFA, KFC
Ithra Sync, Pampers, Beldent, Fly Emirates
Toyota, Renault, Honda, Visa, Carrefour
L'Oréal, Coca-Cola, Mercado Libre, Movistar
Ithra Sync, Pampers, Beldent, Fly Emirates
Toyota, Renault, Honda, Visa, Carrefour
L'Oréal, Coca-Cola, Mercado Libre, Movistar
[EDUCATION]
Prompt Engineering (SXXI - 2024)
UX Writing (Educación IT - 2021)
Planning Course (ESCP - 2019)
Marketing Diploma (UCES - 2019)
Film Critic Course (Otros Cines - 2018)
Creative Copywriter (ESCP - 2013)
PR Graduate (UCES - 2012)
Barista (Argentinian Cocktail School - 2019)
UX Writing (Educación IT - 2021)
Planning Course (ESCP - 2019)
Marketing Diploma (UCES - 2019)
Film Critic Course (Otros Cines - 2018)
Creative Copywriter (ESCP - 2013)
PR Graduate (UCES - 2012)
Barista (Argentinian Cocktail School - 2019)
[FUN FACTS]
📚 Author of Cuentos en la Niebla, a short stories collection available in leading bookstores across Argentina.
🎬 Film critic with reviews featured on platforms like Nexofin.com & La Cosa Cine.
🤖I've trained a bot in ChatGPT to talk exactly like my childhood idol Juan Román Riquelme and it went viral.
🇪🇺 EU Passport holder.
