Fernando got his degree in visual communication and advertising in 1992 and very soon he started working as a Junior Art Director at Mango, creating ads for the fashion industry. Since then, he continued being an appreciated Art Director and, later, Creative Director, for Tandem DDB, Lorente Grupo de Comunicación, Valverde de Miquel, Atlético  International and Villarrosàs. Starting September 2009, he is the Creative Director of his own advertising agency, SantaMarta, in Barcelona.  In his spare time, Fernando is keen on sailing, swimming and scuba diving.

Fernando has won more than 70 awards, at the most important advertising festivals, including Cannes, Eurobest, Clio Awards, New York Festivals,  Art Directors Club of New York Festival, Spanish Creative Club, El Sol and The Iberoamerican Advertising Festival. He has done advertising campaigns for first class clients, such as Nike, Estrella Damm, FIAT, Audi, Honda, Seat, Vanity Fair, Henkel, Decathlon or Bayer.