Paco believes that creativity is humanity’s superpower. Throughout his career, he has consistently found innovative ways to create and collaborate on ideas that provoke a positive impact on businesses, people's lives, and the planet. His work has helped put fossil fuel subsidies on the COP agenda, brought women’s soccer to primetime for the first time in history in the USA, and turned thousands of Brazilian football fans into organ donors, increasing organ donations by 54% and saving dozens of lives. Driven by his belief in the transformative power of creativity, Paco co-founded Activista, a pioneering creative company dedicated to helping brands and organizations make a positive. Prior to this role, he held creative leadership positions at agencies such as Sra. Rushmore Madrid, Ogilvy Brazil, BBH London, and Anomaly LA. He is also a renowned, inspiring speaker and panelist who has delivered keynotes at venues across the world, participating in events ranging from marketing and advertising conferences to client workshops and climate summits.

Paco's participation at the festival is powered by U.S. Embassy in Georgia.