¡Hola! My name is Gustavo Zapata, but people usually call me Zeta. I am a Visual Creative Professional who has been passionate about illustration and design since my childhood. I started my advertising career 25 years ago in Colombia, where I worked at renowned agencies such as Havas, Ogilvy & Mather, DDB, and Sancho BBDO. During my career, I have managed creative projects for prestigious brands like EXITO Stores, KIA Motors, Bancolombia Bank, Toyota, SAB Miller, The Clorox Company, Visa Inc., and El Tiempo Newspaper.
In 2013, I moved with my family to Texas, USA, to take on the role of Head of Art at Dieste. During my tenure, I was responsible for leading and directing the art and visual design of the company. I had the opportunity to work with several well-known brands, including Cheetos, Cricket Wireless, Reese's, AT&T, Goya Foods, The Wild Detectives Bookstore, and Dallas Pets Alive! Since 2022, I have been working at PEPSICO as a Design Manager on the Design Innovation team. My job entails a blend of creative art direction, design innovation, and strategic brand development. I strive to create a strong connection between food or brand design and our audiences, especially in the potential future territories of CPG consumption.
I specialize in art direction, which helps me enhance the visual storytelling of our brands across a range of areas such as innovation prototyping, brand experiences, communications, and packaging. My passion for illustration, keen interest in diverse visual expressions, and attention to detail have all contributed to my success in managing numerous projects throughout my career. My ultimate goal has always been to achieve pleasing results, and some of my work has been recognized by prestigious festivals such as Cannes Lions, One Show, D&AD, Clio, New York Festival, and LIA.
I believe in the motto "Gentileza Gera Gentileza" (Kindness Begets kindness, José Datrino, a Brazilian urban personality). If we understood that simple sentence, we would change many critical things in the world.