I am Ricardo Arnaldo Baracco Perea, a Peruvian-Italian dyslexic creative. I was born before Mario Bros became popular. I studied Communications at University of Lima because the vocational test only said so, and an injury in the knee stopped my professional career as a football player.
At the age of 20 I started to focus on my artistic passion, and changed the football shoes for Photoshop and Microsoft Word. I started as a copywriter in JWT but realized that was better in visual concepts, so decided to change to the art direction.
For some months I joined BBDO México as an intern, and afterwards returned back to Peru to work for Leo Burnett Lima. In this agency I learned about the business, improved my creative skills, and won a few local, Latin American and Internationals awards with brands as El Comercio Newspaper, P&G, UPC University and BCP Bank.
After some years I had the opportunity to return to BBDO México as an Art Director Sr. to work in a more competitive market and international brands (Doritos, Scribe Notebooks, Alka-Seltzer, Mitsubishi, Snickers, and m&m). Two years went by and after a few Mexican awards and gaining experience I became an Associate Creative Director for Gillette Latin American and other brands like Tostitos, 3M (Scotch-Brite), Metlife, NFL México and Cinepolis Foundation.
2013 was the year of changes, when I took a new challenge as an Associate Creative Director for Nissan Latin-American in Teran /TBWA Mexico. Some opportunities come only once in lifetime, so after 9 months I accepted the challenge to move to a new culture and global market, and started working for Philip Morris Global account at Leo Burnett Lausanne, Switzerland as an Art Director.
During the last three years I’ve been working for all global projects of Philip Morris’ brands (Marlboro, Chesterfield, Philip Morris, L&M), and I’m part of the creative team for PM New Generation products (IQOS and Solaris).
I am an obsessed and passionate Art director and a very bad copywriter, with a vast experience in different brands, proficiency in Photoshop and Illustrator, having worked at different multicultural environments. And I have a strong belief in mindset that, to create ideas that transcend borders and cultures, you must first cross borders and embrace cultures yourself.