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Sydney · Working globally · Right now: in London, running a Creative-AI hackathon I built end-to-end
I lead design as a business — and build the AI that scales it.
I'm Esteban — a Creative Director in the business of creativity and design. I run the Global Creative AI practice at BCG Design Studios, where craft, technology and P&L are one job: I turn design into revenue, and I build the agentic AI that scales it. Most design leaders pick one. I do both.
Creative Director & Creative-AI Lead, BCG Design Studios
Team of 16, reach into 400+
P&L owner
18 years, brief to production
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Ask about his work, the agentic AI he builds, or what's next — by text or voice.
Answers come from his real history — he'll say so if he doesn't know.
01 / About
A creative leader who builds — and grows builders.
I build the thing, then I lead the team that scales it.
I run the Global Creative AI practice at BCG Design Studios. I founded it, I lead it, and I authored the "Creative Advantage" proposal positioning a global Creative AI Labs function. My formal title is Global Creative Director — I own the ANZ Creative Studio P&L, sit on the global Design Studios leadership team, and lead a team of 16 with reach into 400+ designers worldwide — and what I'm building now is the practice, and the people, to take it further than I could alone.
I write and ship agentic software, hands-on. Multi-agent systems, MCP servers, autonomous scheduled agents, custom tooling — prototype to production, not demos. This site and the agent you just spoke to are hand-built. The medium is the proof: I built it to show what's possible — now I want to lead the people who build what's next.
I lead through mentorship. BCG's "Grow by Growing Others" award recognised it. I build benches, coach senior managers into leaders, and create the conditions where people do the best work of their careers. The team is the asset.
Before BCG: 7 years building Dan Murphy's at Endeavour Group, Australia's #1 drinks retailer. Built the design system, led the website restyling that doubled the audience, launched the app, and helped grow a small in-house team into a full agency.
I won't hand work off without a working prototype — then I hand the craft to people who can take it further than I can.
02 / Operating principle
Design isn't art. It's a discipline that moves revenue.
— My career thesis, 18 years in the making
03 / Built & shipped
Things I personally built.
All my own craft — my tools, my platforms, not client deliverables. The proof that "creative leader who codes" is literal.
Creative-AI platform
A hackathon, conceived & built end-to-end
The participant experience — agenda, timed auto-unlock mission cards, RSVP automation — plus a skill-sharing library with an AI review pipeline: contributors drop in a skill, an automated reviewer assesses it, and on approval it publishes. I'm running it in London right now.
Multi-agent org
A self-organising "Creative AI Studio"
I stood up a small AI organisation: a CEO agent that hired an HR agent, which in turn recruits specialist agents — engineers, a deep-research agent — into a team I direct. I set the goals; the agents collaborate to deliver. It even helped power the hackathon.
Multi-agent system
An "LLM Council"
Several independent models each draft a plan, get anonymised and shuffled, and a judge model merges them into one — bias-resistant decision support. I used it to pressure-test this very site's repositioning.
Personal infrastructure
A portable, version-controlled AI operating system
A full personal Claude Code setup backed by a private repo so it survives any machine: dozens of custom skills and slash-commands, MCP integrations, and clone-survivable git safety hooks with automated secret-scanning. I engineer my own tooling.
Autonomous agents
Scheduled agents that self-maintain
A weekly "doctor" agent wakes on a schedule, audits and self-maintains my whole setup, and reports back — unattended.
Executive-assistant agent
"Monday" — my daily EA agent
One terminal command: it searches my email and calendar, triages everything into P1/P2/P3, surfaces flags and who's away, and summarises threads. It drafts replies and suggests the right response — then keeps a human in the loop, popping up and opening Outlook so I decide and send. I use it daily.
Terminal tool
A terminal email-sender, with UI skins
Send polished HTML email straight from the command line — choose between several visual skins and attach files — without leaving the terminal. It also powers my event invites and RSVP auto-tracking.
Claude Code skill
An editorial deck-builder
A skill that generates polished light/dark editorial decks — multiple slide types — from a brief. Packaged and shared with colleagues.
Public app
World Clock / Time Projector
A meeting-planner across time zones. Public and linkable — a small, finished, shipped thing.
Open itEnterprise · sanitised
Agentic AI, shipped to enterprise clients
Embedded with engineering to take AI prototypes to production — for example, a field-maintenance scoping tool for a mining-sector client, concept to production handoff. Client identity is confidential; the craft is the point.
04 / Experience
A career across brand, product & scale.
Global Creative Director & Creative AI Lead
Running the Creative AI practice — and building the systems behind it, hands-on.
- Founded and run BCG Design Studios' Global Creative AI practice; authored the "Creative Advantage" proposal for a global Creative AI Labs function.
- Build and ship agentic AI personally — multi-agent systems, MCP servers, autonomous scheduled agents, and a Creative-AI hackathon platform with an automated skill-review pipeline.
- Lead across six disciplines — experience, visualisation, print, video & motion, editorial and presentation — connecting 400+ designers worldwide.
- Pitched, launched and executive-produce Business and Beyond, BCG ANZ's flagship video podcast.
9–13% YoY revenue growth
~2× regional scale
P&L owner · ANZ Studio
"Grow by Growing Others" award
Senior Creative Manager
Head of Creative ANZ · Co-Lead Strategy ANZ
Built ANZ Creative into one of BCG's strongest regional practices — contributing to 9–13% YoY growth — and began embedding AI into the creative workflow: the foundation for the practice I run today.
Design Lead — Dan Murphy's
7 years · Australia's #1 drinks retailer
Built the design system, led the website restyling that doubled the audience, launched the app, and helped grow a small in-house team into a full agency.
Senior UX/UI & Creative Generalist
Art direction · UX/UI · front-end · client lead
A full-stack creative generalist across agencies in two countries, plus wayfinding for airports and retail. (And three seasons as a PSIA-certified ski instructor in Colorado — discipline shows up everywhere.)
This is the highlights reel — the full chronology lives in the PDF.
Download full CV
05 / Capabilities
Where I make the difference.
i.
Agentic AI, hands-on
I personally build and ship multi-agent systems, MCP servers, autonomous agents, and custom tooling — prototype to production, not demos.
ii.
Design leadership at scale
High-trust teams across regions and disciplines. I coach leaders and grow benches — "Grow by Growing Others."
iii.
Product, brand & service
Apps, websites, design systems, brand identity, customer journeys, editorial, motion — the full craft.
iv.
Strategic partnership
I work shoulder-to-shoulder with MDs, Partners and the C-suite — CMO, CFO, CEO, board.
v.
Storytelling for complex audiences
Boardroom decks, investor narratives, customer journeys — clarity under high stakes.
vi.
P&L & commercial design
I own a regional studio P&L and treat creative as an asset, not a cost centre.
06 / Recognition
Recognised in two arenas.
Grow by Growing Others
BCG award for developing people and growing leaders.
Ironman World Championship
Qualified for Hawaii. Multiple 70.3 age-group wins.
Mini-MBA, Business of Creativity
Future London Academy, 2025. Plus Branding Now II.
Two languages, two passports
Spanish (native), English (full professional). AU + AR.