Lato – Gerardo García – is an Argentine creative currently based in Mexico City. He is an Independent Creative Director with a professional career built across top agencies such as Soho Square, Hogarth, Ogilvy, BBDO, The 3hundred, VMLY&R, and VML, working for a wide range of international brands.

He studied Advertising at the Asociación Argentina de Agencias de Publicidad (AAAP). Throughout his professional career, he has taken on various roles that have allowed him to understand the industry from multiple perspectives. He began as a Graphic Designer, later became an Art Director, then Head of Art, and eventually Creative Director — a position from which he has led integrated campaigns and multidisciplinary teams.

He has also taught Art Direction and Creativity at Miami Ad School Buenos Aires, where he has supported the development of new generations of creatives.

A true enthusiast of branding and everything that involves creative thinking.