I’m Carlos Cárdenas, a Creative Director based in Lima, Peru.

I’ve been working in advertising for more than 15 years, working with both local and global brands at agencies including McCann, Ogilvy, Circus Grey, Carne Prime Advertising House, Quorum Saatchi & Saatchi, Spectacular Holistic Circus, TBWA, and others. Today, I lead the creative work for San Fernando and Inca Kola at McCann Lima two brands deeply rooted in Peruvian culture and loved by millions of people.

Before advertising, I studied Fine Arts and Music. Those disciplines still shape the way I approach creativity: with curiosity for different forms of expression and a constant search for unexpected connections.

Outside the agency, I created Dorian, a personal art project where I create drawings on recycled cotton paper and donate all proceeds to shelters for cats and dogs.

This year, I was fortunate enough to win a Grand Prix at Cannes Lions. Something I never imagined when, as a kid, I first fell in love with advertising.

I’m still learning, asking questions, and trying to make better work alongside people who are far more talented than me. After all these years, I think that’s what keeps my passion for this profession alive: you never really know how far a good idea can take you.