Hola, I’m Carlos Yuste de Lucas (Yuste).

I’m a Spanish Creative Director with 15+ years of experience building ideas rooted in culture and designed to travel.

I’ve been lucky to work across Spain, Argentina, Germany, Singapore, and now Dubai, shaping a perspective influenced by very different people, markets, and ways of thinking.

Along the way, I’ve collaborated with brands like Heineken, Apple, McDonald’s, PlayStation, Oreo, and Visa, within agencies including BBDO, Ogilvy, TBWA, Y&R, Leo Burnett, LePub, and Saatchi & Saatchi.

The work has been recognised at Cannes Lions, D&AD, The One Show, Clio, LIA, Eurobest, ADCE, Spikes, Epica Awards, Effies, and New York Festivals. Recognition is always appreciated, but the focus is on doing work that resonates outside the industry.

I’m interested in simple, culturally sharp ideas that feel relevant, spark conversation, and have a life beyond the campaign.

Currently Creative Director at Saatchi & Saatchi ME, based in Dubai.