Two leaders, one brain.

What makes our partnership work is how our strengths balance each other out.

Josejuan Toledo Hermina

Josejuan brings the sharp visual eye, the details, the craft, and the easygoing humor that keeps teams calm and energized. He’s strategic, approachable, and always the first to make space for new ideas and new voices.

Sofia González Martínez

Sofia brings the storytelling, the clarity, the language, and the emotional thread that gives every idea its purpose. She’s thoughtful, honest, and unafraid to say the thing that helps the work get better.

Together, we adapt quickly, stay curious, and build teams where trust, growth, and organization are just part of how we work. We push each other in the best ways and lead with a shared vision that’s stronger because it comes from both of us.

  • Our creative partnership began in Puerto Rico and has been shaped over two decades of working side by side. From agencies to cities to shifting life chapters, our collaboration has only sharpened our thinking, deepened our craft, and led to work recognized across the industry.

    As Creative Directors, we lead global and national brands across categories, guiding teams with clarity and intention, and creating ideas that resonate across channels and audiences. At our core, we believe in creative work that connects emotionally, solves real problems, and moves people.

    And through it all, we balance families, life, and the rare gift of Chicago sunshine, five months at best, but we take them.

    • Creative Direction (Integrated + Digital + Social + TV)

    • Concept Development & Storytelling

    • Brand Identity + Visual Narrative

    • Campaign Platforms

    • Cross-functional Collaboration

    • Team Leadership, Mentorship & Culture

    • Presenting to C-suite & high-stakes stakeholders

    • Fully bilingual; Multicultural + US Hispanic expertise

    • Pitch leadership

  • Cannes Lions 1 Black (Creative Effectiveness) / 1 Silver / 2 Bronze / 7 shortlists One Show 3 Finalist ADC 1 Silver / 3 Merit Clio 1 Gold / 1 Bronze NY Festival 1 Silver / 2 Bronze Effies 1 Gold / 2 Silver / 4 Bronze Communication Arts Advertising Annual You Tube Ad of the Year 2015

    • CitiAA

    • Philip Morris International

    • Blue Cross Blue Shield FEP

    • Clorox

    • Fresh Step

    • Walmart

    • Cox

    • Stonefire

    • Mars Wrigley (US & Global) - Extra / Orbit

    • SC Johnson (US & Global) - OFF! / Raid

    • Ford

    • Pearle Vision

    • Avocados From Mexico

    • Kerrygold

    • Bayer

    • Quaker

    • Bud Light

    • American Airlines

    • Burger King

    • Kraft

    • Centennial Wireless

    • Susan G, Komen Foundation

    • VP Creative Directors Havas, Chicago

    • VP Creative Directors FCB, Chicago

    • VP Creative Directors EnergyBBDO, Chicago

    • Creative Director BBDO/Proximity, Barcelona

    • Associate Creative Directors Bravo Y&R, Chicago

    • Sr. Art Director / Sr. Copywriter Zubi Advertising, Miami

    • Art Director Rimerinc, Seattle

    • Copywriter BBDO, Puerto Rico

    • Art Director / Copywriter JWT, Puerto Rico

    • Copywriter McCaan, Puerto Rico

    • Art Director EuroRSCG, Puerto Rico