MenteZurda | new mente 17

Hy, my name is Jax.

I’m an Innovation Creative Director

& Product/Service Designer.

I design ideas, strategies and products that transform brands, grow companies and launch new ventures.

For example,

Hy, my name is Jax, I’m an Innovation Creative Director & Product/Service Designer

I design ideas, strategies and products that transform brands, grow companies and launch new ventures.

LET ME TELL YOU MY STORY

Business Designer & Innovation Creative Director with over 12 years of experience working on product/service design, and integrated and innovation projects, both client, agencies and start-ups in Barcelona, Madrid, Milano, Hamburg, Los Angeles, Mexico City, Tulum & Austin.

Throughout my career I have lead creative teams for local, regional and global challenges with brands as Google, Nike, Tequila Jose Cuervo, DIESEL, bwin, L’Orèal, Movistar, Domino’s Pizza, Mahou – San Miguel or SONY Playstation.

Lecturer and speaker focused on innovation, digital strategy, design thinking, futurism, technocreativity & brand utilities at academies & universities as Miami Ad School, Digital Invaders, CParty or Academia Mexicana de Creatividad.

What I do…

The bridge between brand strategy,

advertising, and business transformation

The bridge between a brand strategy, advertising, and business transformation

Strategic Innovation

In this complex and volatile scenario, I help our partners stay relevant while building on their brand purpose. We gather data and conduct human centered methodologies to find the right answers to questions that sometimes our clients don’t ask themselves.

Creative Innovation

Creating platforms, digital and physical experiences, campaigns & ads (that sometimes don’t seem to be ads) all of them empowered with technology and focused on helping brands tell a story in a new unexpected way.

Business Innovation

Shaping the future of our partners by creating new business models or rethinking existing ones, by understanding how technology can enhance their products and services and by crafting the journey to get them there.

GOOGLE // AI

The first non-human
fashion designer

Designing a tool to help fashion designers create based on data, trends and their moodboard

Check it out!

GOOGLE // AI

The First Non-Human Fashion Designer

Designing a tool to help fashion designers create based on data, trends and their moodboard

Check it out!

NIKE // CREATIVE TECHNOLOGY

The blind runner
with thousand eyes

Using Google Glass to connect people with a visually impaired athlete

Check it out!

NIKE // CREATIVE TECHNOLOGY

The blind runner
with a thousand eyes

Using soccer (& technology) to influence politics

Check it out!

TAG CDMX // BRAND PURPOSE

A festival
‘only for nerds’

Giving nerds the space they deserve in pop culture

Check it out!

TAG CDMX // BRAND PURPOSE

A festival
«only for nerds»

Giving nerds the space they deserve in pop culture

Check it out!

TEQUILA JOSE CUERVO // DESIGN THINKING

Designing products that change our attitude towards alcohol consumption

Helping a brand be more storydoer and less storyteller

Check it out!

TEQUILA JOSE CUERVO // DESIGN THINKING

Designing products that change our attitude towards alcohol consumption

Helping a brand be more storydoer and less storyteller

Check it out!

WARNER BROS // SOCIAL MEDIA CAMPAIGN

Kids explaining
the age-old question:
Where do babies come from?

Giving kids the opportunity to tell the world our origin

Check it out!

WARNER BROS // SOCIAL MEDIA CAMPAIGN

Kids explaining the age-old question: Where do babies come from?

Giving kids the opportunity to tell the world our origin

Check it out!

Inventions and Lab department

Believing that proactivity is key for creativity (and personal health). That’s why sometimes ideas don’t come from a brief, or end up being prototypes that never see the light. I still love them, and want you to care about them too, because they show more of my capabilities than most of the (daily) work I've done.

Inventions and Lab department

We believe that proactivity is key for creativity (and personal health). That’s why sometimes our ideas don’t come from a brief, or end up being prototypes that never see the light. We still love them, and want you to care about them too, because they show more of our capabilities than most of the (daily) work we have done in our lives.

Drink-a-bot

Hacking the alcohol sampling in retail with a social empowered device that pours your drinks

Check it out!

Nail Ink

Changing the nail care industry applying the home printing business model into nail polish

Check it out!

Hair Lab

Mixing real time trends and science to improve the personalization of hair styling and treatment

Check it out!

Learning by teaching

Teaching is the best way to keep learning so I spend some of my time developing & teaching courses at creativity schools, agencies and universities as Miami Ad School, The College of Everything, Academia Mexicana de la Creatividad, Cannes, FOX Sports, Digital Invaders, …

A course to understand our ethos, exploring the values and thoughts around how a brand can be relevant today, thinking in its publics more than in its sales. What are the do’s and dont’s to be a love brand using the rules of Brand Utility?

From Student to Professional is a new format class where the professor is the creative director and the students are junior professionals. Subjects and exams change for real briefs, real clients and real deadlines . Welcome to the real world.

Along with Digital Invaders, the first creativity school in Mexico we designed a ‘Big Brother’ of creativity. An intensive three months period where alumni spend 6 days a week solving challenges and learning a wide range of skills, from video editing, to html, starting their careers as T-shaped professionals.

An imagination workshop game that challenges players to collaboratively and competitively describe and prototyping objects from a range of alternative futures.

Still here? You must like my stuff (;
Let’s chat and jump on a call