Evento Meio e Mensagem

Juan Cruz Bazterrica

He started his career as a very young illustrator back in 1990 when he joined Pragma FCB. He then realized that art direction was his path and followed it with passion.

By 1996 he had become a respected AD in the medium and had won a film Lion in Cannes and a Clio in press. In 1997 he chose a new direction and moved to a hot new design shop called Doppelgaenger where he enjoyed working with some cutting edge professionals. But in 1998 he was called to advertising again and joined DDB until 2000 when Pablo Poncini, his former CD at FCB, called him back to become a Creative Director himself alongside Guillermo Castañeda. They clicked as a team right away and showed it by winning every major award in Argentina and the region.

By 2004 Juan and Guillermo both moved to a newly formed advertising shop called Kepel & Mata where their work was recognized by clients and the medium. In 2005, Poncini called Juan Cruz and Guillermo back again to FCB, this time as ECDs. And under their direction in 2007 the agency won a Press Lion at Cannes. Then on 2009, they all moved with Santiago Olivera to TBWA\ where the four are leading this new path for the renowned agency.

Juan Cruz received several awards in every national and international advertising festivals that includes: Cannes, Clio, NY, London, Fiap, El Ojo, Círculo de Creativos and Lápiz de Platino. He has also been a jury member for this festivals including El Ojo de Iberoamérica, Wave and Círculo de Creativos.

His talents where used in major campaigns for clients like Adidas, Aiwa, BMW, Budweiser, Citroën, Coca Cola, Compaq, Clorox, Fiat, JVC, MARS, Michelin, Microsoft, Mini, McDonalds, Nestle, Telefónica, Panasonic, Personal, Peugeot, Reebok, SCJohnson,

Sony and Unilever among others.

Juan Cruz studied in the St. Leonard’s College in Buenos Aires, leaving him a fluent English language besides his native Spanish. He also studied 2 years of Industrial Design in the University of Buenos Aires. He later graduated with honors from the Advertising Association of Argentine Agencies as an Art Director.

When he finds the time he also teaches several courses on Art Direction, Creativity and Typography in the most respected Ad Schools of Buenos Aires.

Juan Cruz lives in Buenos Aires, is married to Daniela and has two children, Antonia & Gaspar.