TRAGANT

Guillermo is a renaissance man. 

Designer. Artist. Entrepreneur.

Founded Furia World in Argentina 2007 with the objective to innovate and bring a fresh modern approach to advertising and design.  With his agency, Guillermo has done award winning work for Nike, Coca-Cola, Nespresso, Diageo, Google, Levi’s and many other global brands.

In 2013, his agency joined forces with Richards Lerma, a multicultural agency in the US part of The Richards Group, and moved to Dallas as Principal and Creative Director of the agency, managing creative teams in all three offices: Dallas, México City and Buenos Aires. Working for clients such as Google, Chrysler, Ram, Jeep, Fiat, Budweiser, Metro PCS, The Home Depot, Seven up and Dr Pepper.

He performed as judge for numerous awards, including Art Directors Club, Fiap, El Ojo de Iberoamérica, The New York Festivals and President of the Jury at Wave Festival.

Before that, he was Creative Director at Lápiz, Leo Burnett’s Hispanic Division in Chicago, Regional Creative Director for Coca-Cola at McCann Erickson in Central America and Art Director at The Community in Miami. He also worked as an Art Director in Agulla & Baccetti in Argentina and has a solid international career as an Art Director and Creative Consultant for companies like Nickelodeon, MTV Networks, Kenneth Cole, Rolling Stone magazine and Shakira, among others. Guillermo designed two limited edition fashion lines for Levi’s, co-branded by Furia that retailed at Levi’s stores across Latin America.

He worked as graphic artist at Fabrica, the communication laboratory in Italy created by Benetton and directed by the famous photographer Oliviero Toscani, and was the Creative Editor at Colors magazine. 

His work has been published in numerous books, won awards worldwide at major international festivals, is part of the collection at The Library of the Congress in Washington DC and has been nominated for the MTV Awards and the Latin Grammy Awards. He was also editor of Angel, an independent project that focuses on design and social trends.

Guillermo has 25 years of experience in the industry, a degree in Advertising at Universidad del Salvador and postgraduates in Advertising, Design and Marketing at Louisiana State University, and now teaches at Miami Ad School. He is the Official representative of The Art Director’s Club of
New York in Argentina.

Married and father of twin girls, likes to travel, cook and collects modern art.


Richardslerma.com
Furiaworld.com