Hello - I’m iu la Lueta, a Los Angeles-based creative director and writer.

I began my advertising career as a copywriter at Y&R Barcelona, my hometown, before moving through McCann Erickson, BBDO, and eventually 6grados—a creative boutique where I fell in love with long-format storytelling, branded entertainment, and experiential marketing.

In 2010, inspired by a content series we created for a rum brand, I joined The Conquistadors, a nomadic creative collective. For a year and a half, we freelanced across five continents, proving creativity has no borders. After the journey, I landed in New York to help launch The Conquistadors Collective office.

A call from a former boss soon led me to Miami, where I spent five incredible years at Alma DDB, crafting some of my best campaigns—though I can’t claim credit for the “I live where you vacation” hashtag.

Next came Singapore, where I worked across China, Japan, South Korea, and Indonesia during a pandemic that reshaped how we live, work, and create.

Over the years, I’ve worked with iconic brands like McDonald’s, Netflix, Coca-Cola, Greenpeace, Bacardi, Volkswagen, and Heineken, collectively earning a few awards along the way, including Cannes Lions, D&AD Pencils, One Show Pencils, CLIOs, New York Festivals, Epica, Sol, Wave, and FIAP.

From Barcelona to New York, Miami, Singapore, and now Los Angeles, I’ve lived many lives. Today, I’m a Multicultural Creative Director, happily married to a video game designer, and working with Comcast and Xfinity to bring bold ideas to life for diverse audiences.

I’m also a motorcycle rider and a big fan of TV shows, although my favorite quote is from a movie: “If you’re going to lead people, you have to have somewhere to go.”