The Ingredients Of Inspiration
Long before he shaped campaigns for some of Hollywood’s biggest films, Federico was just a kid who got in trouble for doing drawings of teachers. It wasn’t until his 7th-grade science teacher saw creativity in his mischief and invited him to join the yearbook team that he discovered graphic design. At seventeen, a visit to his uncle and mentor Hernán Garcia in Puerto Rico ignited his passion for art and marketing and gave him a glimpse of a career where he could excel. He saw that as a creative director, he could shape creative projects not by mastering every artistic discipline himself, but by bringing different artists and ideas together to create compelling commercial projects. At Pasadena’s ArtCenter College of Design, surrounded by fine artists he deeply admired, he gravitated toward commercial ventures that drew on his strengths in recognizing talent, understanding what a project required, and uniting different creative contributions behind a shared vision. Federico likens creative direction to being a chef, finding the best ingredients, or artists, who can work together to bring ideas to life. After graduating with honors in graphic design and advertising, he quickly transitioned into commercial work, where he excelled at seeing the problem and figuring out what would be required, as well as not only coming up with ideas, but selling ideas, which was half the battle in any creative project. Starting at Warner Bros., he utilized these strengths to shape the marketing campaigns for some of Hollywood’s biggest films.
From Gotham To Silicon Valley
Federico’s career was catalyzed by an opportunity to design the advertising campaign for Batman (1989), which became a beacon of his career and established his name in the industry. The award-winning campaign later led to a job offer at Walt Disney Studios, where he would spend the next 15 years rising to EVP & Creative Director of Worldwide Marketing. There, he spearheaded global marketing for some of the studio’s biggest films during the Disney Renaissance and the early years of Pixar. From Beauty and the Beast to Finding Nemo, Federico collaborated with a team of artists, illustrators, and writers from initial storyboards to complete campaigns, developing iconic imagery for worldwide audiences. His instinct for bold, simple, and narrative-driven imagery also brought him in contact with Silicon Valley. During the development of Toy Story, Federico worked closely with Steve Jobs, a connection that later led to him to work at Apple. As Senior Creative Director of Worldwide Marketing Communications, he led a global team that expanded Apple’s branded presence in retail stores by a staggering 500%. Even as films and technology changed, Federico’s approach remained consistently detail-oriented and story-driven. He says, you always need a concept. A story… or point of view, underlining the core message you’re trying to tell. For him, commercial work was never just about selling a product; it was about communicating the thoughtfulness and craftsmanship of the art to audiences.
The Rhythms Of Heritage
Long before movie campaigns, global marketing teams, and his eventual retirement in 2016, rhythm and music were always a central part of Federico’s life. At twelve, he began following his older cousins to Griffith Park on Sundays, where hundreds of percussionists would gather to play. Learning percussion and clave, the rhythmic foundation of most Latin music, those Sundays were magical and brought him closer to his Cuban roots. Through drumming, he forged a deeper connection to Afro-Cuban Lucumí traditions. He emphasizes the beauty within these traditions with particular affection, including the concept of ashé, which is the spiritual force and creativity each of us is born with.
Ashé Gallery Comes To Santa Cruz
From classroom caricatures to global campaigns, Federico has spent his career finding ways to translate creative sparks into something people can see, feel and remember. Now, he’s redirectles his lifelong artistic passions to open doors for a new generation of creators. Opening Ashé Gallery, Federico hopes to create an opportunity for new, young, and upcoming artists to share their work while bringing artists, musicians and the wider community together. Opening Friday, January 8th, 2027, the gallery’s inaugural exhibition features a selection of Federico’s personal collection of Afro-Cuban surrealist art. While the debut show honors his roots, subsequent collections at the studio will showcase pieces from emerging, diverse local artists. Federico envisions the Westside gallery as a place where visitors and creatives alike can gather and explore the possibilities that emerge when artists come together. As the grand opening approaches, he hopes visitors will come and feel a sense of awe. Because that’s what I feel.
