In 2003, Fran stepped into the ad world making a big mistake. He was an intern account executive at CP Proximity Madrid, where he sent an unintended email to a client containing an Excel sheet with all the production profit margins charged by the agency for the past two years. Marta, the Account Director CCed in the email, didn’t yell at him. Instead, she kindly asked Fran to fix the problem. His reaction was to send over thirty emails in a row to the same client and to follow up with a phone call in which Fran said: ‘Hey, the agency just got a virus that is being massively forwarded to all of our contacts. Please, delete all my emails from today and you’ll be fine.’ And so did the client, including that first email with that damn Excel sheet. This was Fran’s first creative brief. Handed by Marta.
The anecdote spread like wild fire at the agency, and the senior copywriter of the team (Fede Maciñeira) started feeding Fran some under-the-table creative work. A few weeks later, ‘Pach’ -the Executive Creative Director at the time- offered Fran a position as a junior copywriter encouraging him to pursue a creative career. Fran would end up being promoted to Associate Creative Director at age 24 and contributing multiple recognitions to the most awarded direct marketing agency in the world in 2003 and 2006. This was Fran’s first milestone. Led by Pach’s creative guidance.
In 2007, and supported by laCaixa Full Scholarship Program, Fran arrived to San Francisco to complete an MFA in Copywriting at the Academy of Art University. He was nominated for Valedictorian, graduated with Cum Laude honors and was selected as “Copywriter of the Year” on two occasions. His work scored at Clio’s, D&AD, Addys and at the prestigious AAU Spring Show for three years running: 2008 (Gold TV, 2008), 2009 (Gold TV) and 2010 (Gold Integrated). While attending classes at AAU, he completed an internship at Venables Bell & Partners and was hired as an Associate Creative Director by the prestigious multicultural ad agency Alma DDB, where he handled The Clorox Company and McDonald’s accounts. He also received the first CEO’s Echo Award for Social Action for his iHomeless digital platform, which he developed as part of his final thesis at AAU.
All sort of good things happened to Fran since he arrived to San Francisco, but the best was to cross paths with a homeless man named Moses. He sparked an unbelievable true story that would end up embarking Fran on a socially-committed and award-winning filmmaking career. This was Fran’s first awakening as a human being. Powered by a street mentor.
It’s because of Moses, that Fran became a Free Range Puppy, that is, a creative eager to change the world. He also works at the Academy of Art University, where he tries to teach the same things he learned from Marta, Pach and Moses.