About

Hey, I’m Jose Lazarte. I guess this is the part where I talk about myself, but I have always found that a bit difficult, so instead, let me tell you a quick story about how I got into advertising.

I was born and raised in Lima, Peru, where traffic is bad, really bad. As a kid, those long hours stuck in the car became my accidental introduction to advertising. With nothing else to do, I read everything outside the window. Posters, billboards, flyers. That was my entertainment while stuck in traffic.

I was fascinated by how clever and unexpected ads could be. One billboard in particular stayed with me. It was for Tommy Hilfiger. Later I learned it was created by the great George Lois. The concept was simple but brilliant, designed like a hangman game revealing the initials of four great American designers. I knew RL, PE, CK, but TH? Who was that? It made me curious. It made me pay attention.

That curiosity never left. It still shapes how I think, how I experiment, and how I build ideas today, with more perspective than the kid in traffic ever imagined.

And no, don’t take bad traffic for granted.