Tito Melega
Chief Creative Officer. Executive Creative Director. Author.
I was born in Bragado, Argentina, where nobody I knew worked in advertising. I’m not sure anyone knew it existed.
I found it anyway.
Most of my career has been spent helping people get comfortable with what comes next. I helped launch the third-generation Prius and the all-electric Nissan LEAF, then led global creative for Ford across 45 markets.
The work won an Emmy, Cannes Lions, D&AD, Clios, The One Show and the first AICP Most NEXT Award. Some of it ended up in MoMA and the Smithsonian.
I like awards. I like work that works more.
I’ve always believed the best of it comes from caring the most. About the idea, the people making it and the people on the other side of it. That’s what I ask of every team I lead.
Outside advertising, that has meant a 4,300-mile solo charity ride across seven countries, founding TEDxHollywood, autism advocacy, animal rescue, serving on the Detroit Symphony Orchestra’s Board of Trustees and helping launch Hera Rising, an effort to advance women’s equality through the first woman-led jump from the edge of space.
I live in Los Angeles, where I bake bread, ride motorcycles and keep finding new things to get myself into.
YOU+: A Practical Guide to Stop Worrying and Love AI was one of those things. Too much of the conversation around AI starts with fear, so I wrote a book to inspire people to see AI as a partner, not their replacement.
Because the future needs more of us, not less.