About

Hey, I'm jose Lazarte, I guess this is the part where I talk about myself, but to be honest, I always find this part a bit difficult and where to begin. Instead, let me tell you a little story and how I got into advertising.

I was born and raised in Lima, Peru. In my city, traffic is bad, really bad. However, in a way, it made me who I am today. I remember as a kid, my first encounter with the world of advertising was due to the bad traffic in Lima. While stuck in traffic, I used to spend hours in the car looking through the window with nothing to do, and it was here where I started to notice the world of ads. from posters to billboards, to simple flyers. I used to read them all. For me, this was my form of entertainment while on the road to school.

I liked to see how clever, witty and unusual these were. But, there was one ad that really impressed me. It was a billboard for Tommy Hilfiger. Later in life, I find out the ad was made by the great, George Lois. The ad was simple but clever. Layout as a hangman game, you read the initial of the 4 great American designers. At a young age, my mind was not into fashion, but I was aware of brands such as RL, PE, CK, but TH?? who was that...it got me thinking. From that point on, my perception and view of advertising changed me. I wanted to see and explore more.

Long story short
Clever and unexpected ads like the ones from George Lois are the ones I live for and are what got me in the world of advertising. Now, I'm an art director and creative that likes to represent the problem and the solution in surprising ways.

Don't take bad traffic for granted.

George Lois is the man!