Training

FROM KNOWLEDGE TO PRACTICE

01 / Explore02 / Test03 / Build

Bring an idea.
Learn how to shape it.

1:1 SESSIONS · TEAM WORKSHOPS

Learn to create better.

I can also work with you as a teacher. Individual sessions and workshops are designed around a specific need, not a generic syllabus.

Applied AICommunicationMarketingWritingStorytellingArt

We start from your level and what you want to build: a script, a campaign, an article, a book or a text that needs a new reading. You bring the objective; together we shape the session.

Tell me what you want to learn

TWO MICRO-CLASSES · A WAY OF TEACHING

Before we design your session, you can see how I connect an idea with its application. Each video opens a question; the accompanying text develops what we can work on together.

MICRO-CLASS 01 · CHARACTERISATION

From detail to identity

Original audio in Spanish · English translation

How do you create characters that truly hook people?

SCRIPT + IDEA + AI AVATAR · MICRO-CLASS

A gesture, a scar or a way of dressing can change how we perceive a character. In marketing, a detail is useful when it helps explain a need, behaviour or decision. The lesson explores that process: observe, interpret and choose which information matters.

53,4Kviews on TikTok

Explore further: from character to buyer persona

GOING DEEPER · ANA

From specific character to useful customer profile.

In dramaturgy: “Ana is a fair-skinned woman” barely begins to draw her. If we add a distinctive visual trait — for example, moles in an unusual pattern — her image becomes more recognisable. But characterisation does not end there: we need to know what she does, wants, avoids and what situation she is going through.

In marketing: not all those details have commercial value. Now imagine Ana creates content on her phone while working away from home, often records at night, edits before publishing and does not want to depend on a power bank. Then battery life, low-light camera, stabilisation or AI editing stop being mere features: they respond to concrete situations in her life.

UNDERSTAND

Person + context + need + friction.

DESIGN

A product, service or experience with a real function.

COMMUNICATE

Turn features into relevant benefits and a message that person can recognise as their own.

What can we work on from here? Useful buyer personas, segmentation, value proposition, scriptwriting, storytelling, copy, audiovisual content and use of AI to research, prototype ideas and produce variants with judgement.

MICRO-CLASS 02 · TIME AND DECISIONS

Time sells too.

Odysseus’s return offers a way to observe how a deadline transforms a story. We then take that idea into marketing: when a need arises, how decisions happen and what brings someone back.

Original audio in Spanish · English translation

How can we bring time into the content we create? Think, for example, of The Odyssey.

LEONARDO’S ORIGINAL AUDIO · 32 S EXCERPT · ORIGINAL HOMERIC VISUALS CREATED WITH AI

DRAMATURGY“He must return before Penelope chooses.”

The deadline increases pressure on the objective and makes every obstacle carry more weight.

MARKETING“Registration closes in 72 hours.”

A real limit can focus a decision. Urgency works when it genuinely exists, not when it is artificially manufactured.

Four ways to work with time in marketing

Decision time

Deadlines, launches, pre-sales, registration closings and real windows that turn an intention into a concrete decision.

Relationship time

Discovery, consideration, purchase, experience, repetition and recommendation: a commercial relationship also has temporal structure.

Perceived time

Anticipation, waiting, repetition, memory and reward change how long a brand remains in the mind, even when the clock measures the same time.

Recurrence time

Understanding when a need reappears helps design usage occasions, habits and reasons to return.

Marketing does not only create value for a person. It also organises when that value appears, how long it lasts and what remains afterwards.

That is why Café Nexo can also be read through time: if someone returns when they need concentration, calm or to finish a task, we are no longer talking only about a cup. We are talking about a usage occasion that can repeat.

01Scriptwriting and audiovisual content

Learn to write for radio, film, television, podcasts, YouTube and other platforms. We work on idea, structure, scenes, voice, rhythm and adaptation to format.

In the session: Develop or review a script designed for its medium and audience.

02Writing for brands

Advertising scripts, campaigns, commercial proposals and copy to communicate a brand’s value. Also SEO content for websites and articles: search intent, titles, structure and clarity.

In the session: Turn a value proposition into a message that matters to its audience.

03Journalism and creative writing

News pieces, interviews, features, reviews and theatre or film criticism; short stories, plays and other literary projects. Depending on the genre, we work on research, angle, argument, characters, dialogue and individual voice.

In the session: Shape an informative, critical or creative piece with a clear intention.

04Review and editing

Learn to review scripts, articles, manuscripts, books and catalogues. You can also bring a dissertation or project in marketing, communication, arts or literature to work on structure, coherence, argument and style.

In the session: Understand what your text needs and learn how to improve it while preserving your authorship.

A session built around your need.

Tell me what you want to achieve, where you are starting from and what material you have. I’ll propose an approach, a format — individual session, ongoing support or workshop — and a quote based on scope.

Design my session