# Mariano Pérez Baldasare (Sanmariano)

> AI-native Executive Creative Director and AI Creative Director. 24+ years directing art and brand for Apple, Spotify, Nike, adidas, Netflix and Burger King. He brings generative AI into creative teams and processes, from idea to production. Based in Mendoza, Argentina (GMT-3). Works remotely and is open to relocation.

Taste doesn't scale. Systems do. He builds both.

## Roles

- AI Creative Director at Unicoin (2026 to today): creative direction of an autonomous AI marketing pipeline built on agents. Campaign-grade work in minutes, not weeks.
- Creative Director on Apple at TBWA\Media Arts Lab (2022 to 2023).
- Co-founder, Chief Creative Officer and Head of Art at Wolf BCPP, Santiago, Chile (2015 to 2021). Clients: adidas, Levi's, Netflix, Uber, Burger King, ESPN, TNT Sports, Volvo.
- Creative Director, then Head of Art at Lowe Porta, Santiago, Chile (2003 to 2015), leading a 20-person art team. Clients: Cristal, Escudo, Coors, Falabella, LAN, Copec, VTR, TVN, Lollapalooza.
- Art Director at Brokers Publicidad & Marketing, Mendoza, Argentina (1999 to 2002).

## Generative AI work

- Cerveza Victoria (Mexico, 2023): the national TV spot was shot following his AI-generated frames.
- Just Another A.I. Exhibition Vol.1 (Santiago, May 2023): the first AI art exhibition in Santiago, with 99 pieces, scented with Smells Like A.I., a perfume created with AI.
- AI brand builds (2026): SafeBets, RXD®, Mutta, Profood Supply and Castle, complete brand worlds made in a multi-model AI pipeline.
- Delta Air Lines (2024): an AI-made outdoor campaign.
- His own tools: videocode (a public MCP server for video), a public Figma plugin for design automation, and his own agents and pipelines.
- He teaches creativity and AI for ICARE, ANDA and Chilean universities.
- Before generative AI: an NFT pioneer (including an NFT collection for Daddy Yankee), deep into metaverses and VR.

## How he works with AI

- He sets the idea and the standard, designs the workflows, picks the tools and teaches the team to use them. AI renders; the idea and the judgment are his.
- Weekly tools: Midjourney, Stable Diffusion with ComfyUI, Firefly, Freepik, Magnific, Enhancor, Runway, Kling, Sora, Seedance, Higgsfield, HeyGen, ElevenLabs, Descript, Flora, Claude and Claude Code, GPT, Gemini, Perplexity, After Effects, Premiere, DaVinci, Remotion.

## Awards and recognition

- Cannes Lions: Bronze Lion, Radio & Audio 2019 (The Memory Dial, Museo de la Memoria, Wolf BCPP); Bronze Lion, Film 2015 (Drama, SANFIC, Wolf BPP); Bronze Lion, Press 2011 (Ca, Hn, Ia, Sy, TVN, Lowe Porta).
- Achap (Chile): Grand Prix Film 2017 (Inolvidable, Fox Sports Chile); Grand Prix Radio 2018 and nine more awards (Sintoniza con la memoria); Grand Prix PR 2018 (Hincha Solitario, JetSmart); Grand Prix Fast Food 2019 (El King de las Calles, Burger King); Grand Prix TV 2011 (Please Don't Go, Cristal); Grand Prix Radio 2012 and 2013 (Escudo, Cristal Cero); Best Art Direction and Best Production 2014 (Chile mete miedo, Cristal).
- Agency titles: Achap Agency of the Year 2003, 2004 and 2011 (Lowe Porta); Independent Agency of the Year 2018 at Achap and El Ojo de Iberoamérica (Wolf BCPP).
- Effie Awards Chile: Gran Effie 2005, 2009 and 2012; 16 Gold with Lowe Porta (2004 to 2014) and 4 Gold with Wolf BCPP (2017 to 2021).
- Global Grand Effie 2021: Into The Dark, Nat Geo (Wolf BCPP).
- Premios Chile Diseño 2019: three awards (Wolf BCPP).
- El Ojo de Iberoamérica: Gold Radio 2012 (Confesión, Cristal Cero); Silver Radio and Bronze Film 2018; Bronze TV 2015.
- FIAP: Silver Sun 2012 (La Ranita de Darwin, Zoo Metropolitano); three Bronze Suns 2013 (Mademsa).
- Wave Festival: Bronze 2013 (18:05, Mademsa).
- Published 9 times in Lürzer's Archive.
- Ranked among the 10 most admired agency professionals in Chile (Agency Scope).
- MKTG Best nominee, Best Graphic Designer (2021).
- Photography published in Lomography books, including two cover photos for Colorsplash Chakras.

## Links

- Website: https://sanmariano.studio
- Reel: https://youtu.be/vRjMiL9STE4
- LinkedIn: https://www.linkedin.com/in/mariano-perez-baldasare-3b2b9493/
- Behance: https://www.behance.net/sanmariano
- Lürzer's Archive: https://www.luerzersarchive.com/profiles/all/mariano-perez/
- Email: hello@sanmariano.studio