Hi, I am Gaby. A New York based creative director, visual artist, fashion history lover, art enthusiast and gif connoisseur.
I grew up in Guatemala City and in the last 10 years, I’ve lived & worked in Madrid, Melbourne, Milan and New York where I’ve directed and done hands-on work along with some of the world’s top agencies, creatives and artists on a rich diversity of projects both big and small for brands in industries as distinct as beauty, technology, fashion, telecom, insurance, spirits, automotive, entertainment, travel and music.
Driven by an obsessive, extensive knowledge of graphic design, fashion, and typography as well as strong sensibility rooted in theory, history, practice, craft, education and technology; my approach and diverse skill set can best be described as cross-disciplinary adding developer, interaction and creative strategist to visual designer. As a technologist I focus on how it works, as an artists I focus on the what ifs.
From conceptualizing and executing digital experiences to ideating cross-platform campaigns, art directing photoshoots to social media content, I am all about approaching problems from the user and consumer point of view and cultivating a unique practice in creative leadership, art direction, technology, brand strategy, visual systems and experience design.
My work has been recognized by Cannes Lions, the Webby Awards, Clios, the One Show, D&AD, the Lovie Awards, the FWA and other notable recognizing bodies.
Office Politics is my most recent project exploring the broader cultural message implied within the lifestyle and legacy associated with technology, commerce, corporate culture and workplace lingo.