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Creative Director | Tokyo
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Duolingo - Duo’s Sumo Showdown
Canva - Make It Unbelievable
Duolingo - Museum of Wonky English
Uber Eats - Tonight I’ll Be Eating
Coca-Cola - M.A.R.T.A.
Tarjeta Naranja - Candies
Coca-Cola - Closer Than We Think
TAG Heuer - Pressure Free Kick
Duolingo - Krispy Fried Duo
Twistos - Frog
Universal Music - Move Like Lorde
Claro - Signs of Progress
Gallo Snacks - Hungry for Glory
Lay’s - Lay’s Machine
Duolingo - Social Media

Duolingo - Duo’s Sumo Showdown｜



When it comes to mascots, Japan is the gold standard. Everything from insurance companies to supermarkets and prefectures has its own (ultra-cute) mascot. So for Duo, getting a bit of undivided attention from learners means fighting off a lot of furry, wide-eyed, distractions.

And when we say fight, we mean it literally. Piggybacking on the country’s love of sumo (and considering mascots’ unique body type), Duo organized the world’s first mascot sumo tournament: Duo’s Sumo Showdown.

The campaign kicked off with a month-long lore-building social campaign, climaxing in a full-blown, IRL tournament in Shinjuku featuring some of Japan’s top mascots, including Sonic, Pac-Man, Donpe the penguin, and many more.

Unfortunately, Duo lost in the end. But would you call earning 90+ million organic impressions, making it to Yahoo! News, and becoming a trending topic on Twitter losing? I don’t think so.
Role: Creative Director

Accolades:
Spikes Asia,  2026 — Bronze, Brand Experience & Activation

Agency: UltraSuperNew, Tokyo
Case study film
Board
Press conference
The event
Fan art

Canva - Make It Unbelievable｜



Our multi-channel launch campaign for Canva leaned into the platform’s core promise: anyone can create impressive visual materials without extensive design training, making creativity accessible to all.

Which raises a tensions: what happens if your work looks so good that no one believes you made it?

To bring this idea to life, we worked with legendary filmmaker Takeshi Kitano. The resulting films became both vehicles for the brand’s USP and loving renditions of Kitano’s oeuvre.
Role: Creative Director

Accolades:
Spikes Asia, 2025 -  Silver – Best Use of Humour
Cannes Lions,  2024  - Shortlist, Film

Agency: UltraSuperNew, Tokyo


Launch film, riffing on one Kitano’s specialty: the yakuza genre.
Second film, keveraging another genre Kitano excels at: the samurai movie.
For the final film of the saga, we threw the structure out the window and leveraged Kitano’s unparalleled sense of style.

Duolingo - Museum of Wonky English (MOWE)｜



In our first campaign for Duolingo, the world’s #1 language app, we set out to give language-learning mistakes a reputation makeover.

Instead of feeling self-conscious about Japan’s unorthodox use of English in public signs, menus, and advertising, we saw beyond the obvious and found deep, poetic beauty.

Thus, the Museum of Wonky English was born—the country’s first institution dedicated to the art of mistranslation.

What started as a local activation made global headlines and gave people another reason to visit Tokyo.
Role: Creative Director

Accolades:
New York Festivals, 2023 – Bronze, Outdoor
One Show, 2023 —Merit, Design & Experiential,

* Pick of the Day, AdAge

Agency: UltraSuperNew, Tokyo
Case study
Launch film
Board
The exhibition

Uber Eats - Tonight I’ll Be Eating｜



When you pair two celebrities with nothing in common but a serious appetite, things get strange.

For the launch of Uber Eats in Japan, we brought together unlikely duos—each one stranger than the last. From chinos with an endless supply of tennis balls to a bonsai shaped like a TV legend’s hair, every pairing tried to outdo the previous one.

The campaign’s escalating absurdity helped make Uber Eats the No.1 food delivery service in Japan.
Role: ACD, Scripwriter 

Accolades:
#1 Most Effective Advertising of 2020, Nikkei Shimbun
ACC Annual Awards,  Japan — Shortlist

Agency: UltraSuperNew, Tokyo





The campaign unfolded in three batches, each built around an unexpected pairing: a tennis superstar and a comedian; an up-and-coming actress and Japan’s most legendary TV host; and two actors with diametrically opposed personalities.

Coca-Cola - M.A.R.T.A.｜



The new Coca-Cola No Sugar tastes so close to the original that no human palate can tell them apart.

So we built a robot: meet the Multi Autonomous Robotic Tasting Artifact, or MARTA.
Not great at chess. Useless at math. But 100% accurate at telling the two Cokes apart.

To launch the first new Coca-Cola flavor in the region in years, we went all out, building 15 MARTAs and sending them across LATAM to challenge people to put their taste buds to the test.

And because no launch is complete without a worthy opponent, MARTA went head-to-head with the Terminator T-800. How did James Cameron say yes? We have no idea either.
Role: Senior Copywriter 

Accolades:
Argentinian Creative Circle, 2018 — 2x Silver
Effies LATAM, 2018 — Gold

Agency: Grey Argentina