01 / A BELIEF
A little about the person behind the work.Read more +Read less −
I’m Carlos, a Senior Creative Director at Microsoft. My work includes Copilot, Windows, Surface and Bing. This is a look at what I’ve made, how I create today, and what I want to help build next.
A kid from Bogotá
The beginning
Family is
everything
I’m from Bogotá, Colombia.Read more +Read less −
These are some of the people who make me who I am. Both my parents are lawyers. Somehow, I ended up in creative. Family is everything to me. I’ve built my career in the United States, and moving between languages and cultures has shaped how I see the world and how I work. It has made me pay attention to the details that make a story feel familiar to someone.
Creative leadership for
Senior Creative Director
Copilot, Windows, Surface and Bing
Global expansion
and new business launches
Global Executive Creative Director
Brand storytelling
Executive Creative Director, LATAM
Media Arts Lab
Today, I’m a Senior Creative Director at Microsoft.Read more +Read less −
My work includes Copilot, Windows, Surface and Bing. Before that, at Airbnb, I led creative across global expansion and new business launches, and built the team supporting that growth. For Samsung, I was Global Executive Creative Director, leading brand storytelling. At Media Arts Lab, I opened the LATAM operation for Apple. That meant helping a very clear global brand connect with people through their own culture. Those are very different companies, but the responsibility is similar: understand what matters about the product, find the human story, and stay close to the work until that idea is real.
What I do
Transform complexityinto simpleand beautiful work.
Read more +Read less −
That can start with a product, a business problem, or a new technology. My job is to find the idea people can understand and care about, then give it a distinctive expression. That responsibility feels especially relevant to AI, where the technology can be powerful and still feel distant from everyday life.
Beliefs
Three pieces of work. One conversation.
PastAirbnb
What I’ve delivered
PresentMicrosoftHow I create today
FutureMistralFOOUND brought me here
Three pieces of work, connected by past, present and future.Read more +Read less −
Airbnb shows what I’ve helped deliver. Microsoft shows how I’m making work today. FOOUND, the app I built that brought me to Mistral, opens the conversation about what I want to build next.
01 / Past / Airbnb
Get an Airbnb
Some trips are better
on Airbnb.
Explore the case
One idea, across eight markets.Read more +Read less −
I helped bring this campaign across eight markets and multiple languages. Familiar hotel frustrations become miniature, tactile worlds, revealing what changes when the space fits the trip.
02 / Present / Microsoft
We mayhaveoverdone it.
A holiday offer with more than you can carry.
HOLIDAY SALES EVENTExplore the concept
The latest work I’m developing at Microsoft.Read more +Read less −
I developed the creative idea, produced the creative presentation, and am responsible for presenting the work. “We may have overdone it” makes the abundance of a holiday offer visible through an oversized bundle of a Windows PC and games.
It worked!
Three interviews.
Applications shaped for each role.
Meta
“Start with the human.”
For the wearables team.
Suno
“Que Suene.”
My application, set to music.
Mistral
An application microsite.
And now, this conversation.
Future / Mistral
I’m a creative.And a builder.
I’d love to help build what’s next for Mistral.