Javier is a Madrid-born creative leader who swapped Environmental Science for advertising at Miami Ad School, then advertising for music in a 14th century castle in Transilvania.

After working in Miami, São Paulo, New York, Hamburg, and Berlin, he made Bucharest home 12 years ago. His work spans across global advertising, entertainment, and music, building platforms for brands including Beko, Heineken, E.ON, IQOS, OMO, Pedigree, Stella Artois, Amstel, Vodafone, WWF, and NEOM. A Cannes Lions winner, he is now Creative Director of Electric Castle, one of the biggest music festivals in Europe, where he has helped grow its in-house agency and earn recognition for craft&activations, including a special award by the Romanian Tourism Ministry.

He’s a speaker at music-industry and advertising events, where he brings creativity, culture, and brand storytelling together. He pairs a sustainability mindset with creative strategy to develop ideas that make a positive impact. Hopefully.

He only broke his bones twice in his career: a thumb while clapping and a toe in a fight against the bed. The smartest won. He loves to hunt music and mix it later as Dj Papanash. You’ll find him hugging dogs, doing yoga, gardening, swimming, climbing, and travelling whenever possible. His favourite show? Game of Thrones. He watched it 4 times.

When asking AI if he would be spared when machines take over, he was marked safe due his ‘capacity of turning minor human discomfort into campaign-able material’… Yay:)