We are excited to welcome Lulo Calió, CCO & Partner at Togetherwith, to the jury for the 2025 US International Awards. With over 25 years of experience in the creative industry, Lulo has led the charge in innovative advertising strategies and exceptional storytelling. As a founding partner of Togetherwith, an independent agency network with offices in key cities such as Buenos Aires, New York, and Miami, Lulo has played an instrumental role in shaping the agency's success. In this interview, he shares his creative journey, the powerful role of technology in storytelling, and what truly makes a corporate video stand out.
We are thrilled to have you on the jury for the 2025 US International Awards. Please tell us more about your work background and your everyday work life.
Thank you! I'm truly honored to be part of this year's jury. I have over 25 years of experience in the advertising industry, starting my career at FCB in Buenos Aires in 1998. I am the CCO and a founding partner at Togetherwith, an independent agency network with offices in Buenos Aires, Mexico, Louisville, Miami, and New York.
My everyday work involves overseeing creative strategies, collaborating with teams across different regions, and ensuring that our work connects emotionally with audiences while driving client results. What I enjoy most about my job is the ability to tell stories that resonate, create meaningful connections, and, increasingly, explore how creativity and technology can come together to push boundaries.
What projects have you done so far? Are there projects that stand out for you personally?
I've worked on various projects throughout my career, from large-scale campaigns to highly personalized initiatives. A recent standout is the "CONTACT" campaign we developed for Jeep, which we submitted to the Cannes Lions. It used AI to create the perspective of a snow leopard encountering a Jeep in the Himalayas, showcasing the brand's innovation and environmental responsibility.
What was the most challenging project you worked on so far?
The most challenging project has to be "Behind The Most Important Job" for the brand Zonajobs. One of the most demanding aspects was obtaining the real résumés of politicians during an election campaign in record time - a nearly impossible task. What made it unforgettable, however, was the result: 38% of people changed their vote after seeing the candidates' actual qualifications instead of just listening to campaign promises. That outcome was a reward we'll never forget.
What are you currently working on? And what else is planned for the upcoming time?
Right now, I'm focused on building a culture of transparency and honesty in our new agency venture. We're also working on several exciting campaigns integrating storytelling and cutting-edge technology.
For the future, we're exploring generative AI and immersive experiences to create deeper audience engagement while staying committed to sustainability and meaningful messaging.
What's a creative risk you took recently? How did it turn out?
A recent creative risk was fully integrating AI into Jeep's "CONTACT" campaign. Rather than using AI as a tool behind the scenes, we made it central to the storytelling, representing the snow leopard's vision. It was a leap into the unknown, but it turned out beautifully, receiving widespread acclaim for its innovation and emotional resonance.
What does an award represent to you?
An award is much more than recognition - it validates bold ideas and hard work. It represents a team's collective effort, a client's trust, and the power of creativity to make a real impact. Awards inspire us to keep challenging ourselves and raising the bar.
In your opinion, what makes a "good" corporate video? Alas, what are you looking for in a winning entry?
A good corporate video balances authenticity with a strong narrative. It's not just about showcasing a product or a company - it's about telling a story that connects with the audience emotionally while staying true to the brand's identity.
For a winning entry, I'll be looking for originality, clarity of message, and technical excellence. Above all, it should leave a lasting impression and make me feel something.
Are there any tips for potential entrants? Production-wise and presentation-wise?
Absolutely! Production-wise, focus on quality and attention to detail - sound design, lighting, and editing can make or break a video. Keep the narrative concise but impactful.
Presentation-wise, make sure your submission tells the whole story behind the work. Highlight the challenge, the creative process, and the results. A strong entry isn't just about showing the finished product - it's about sharing the journey that led to it.
