My name is Sebastián Santana. I was born and raised in Patagonia.
A decade ago, I made a bold decision: to leave behind a successful career in some of the best advertising agencies in my country—where I worked as a Creative Director for over 10 years—and move to the U.S. in search of something new.
I was doing great back home, but curiosity proved stronger than comfort. So I landed in Miami and joined The Community as a Creative Director, working with some of their most valuable clients in the U.S. Hispanic market.
But curiosity didn’t stop there.
Just two years later, Meta (still Facebook back then) reached out. They had been using Mama Lucchetti—one of my favorite projects—as an example of how to use the platform creatively. They invited me to join the Creative Shop team, and I accepted.
I felt there was still more to learn in this industry—and I was right.
Every week at Meta was different. Every day was different. I learned about vertical storytelling, short-form video, community-generated content, AR filters, messaging bots, feed-native copywriting, content ecosystems, creators, virtual reality, NFTs—and so much more.
There’s a massive opportunity at the intersection of brands, people, and digital platforms. And as someone who migrated from traditional advertising and spent years immersed in this evolving world, I’ve only just started to pull the thread.
Maybe, together, we can unravel a little more.
Thanks for taking the time to explore my work.
Sebastián Santana Bru
