From Sketches to Digital Stories

I was born in Venezuela to Colombian parents, who saw our new home not just as a refuge from the turmoil of the '80s but as a land of opportunity. Growing up, in a world where conformity was the unspoken rule, my parents emphasized the importance of blending in. This pressure to fit in was a stark contrast to the freedom I found in drawing. Creating characters and stories became my way of expressing my inner world, a stark contrast to the conformity expected of me and my rigid structure of school life.

My creativity was a secret love, a hidden spark that I nurtured in the quiet corners of my life. It was during visits to my father's advertising agency that I discovered a place where my passion for storytelling and art could thrive. There, I met an Art Director whose vibrant workspace and ability to breathe life into ideas showed me that creativity had real value and purpose. It was a revelation that creativity wasn't just acceptable; it was essential.

This experience propelled me to study design and advertising, seeking my tribe in a world that celebrated the 'weird' and the wonderful. Yet, as Venezuela's political landscape grew unstable, I felt a growing restlessness. My work felt safe and uninspired, far from the challenging projects I yearned for. It was this desire for growth that drove me to move to Australia, a leap into the unknown in search of a community that embraced innovation and creativity.

In Australia, I encountered an advertising industry at a crossroads, with clients clinging to outdated methods and a disconnection from the evolving needs of people. The realization that the industry was stuck in a bygone era led me to seek new perspectives. I found myself in Sweden, attending a Masterclass at a renowned digital school, where my mentor Stefan Wendin illuminated the transformative power of the internet.

The lessons were clear: the age of one-way mass marketing was over. Today, people crave authentic connections with brands that resonate with their values and passions. Technology is not just a tool but a bridge to these connections, helping people find their tribes.

Now, my mission is to guide brands in discovering their unique voice, to create worlds that invite participation and foster genuine engagement. I leverage technology not for gimmicks but to craft experiences that draw people into a brand's narrative, making them active contributors to the story. What makes you weird does indeed make you wonderful, and it's this belief that shapes my approach to branding in a world that's ready for a change.

Get In Touch

Guillermo Carvajal | Email hello@gc-ad.com