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Nicolás Pimentel
Co-Founder & Innovation Director

Nicolás Pimentel has been working in brand experiences for more than 17 years. He was a pioneer in the development of integrated campaigns in Argentina. Before opening +Castro he was BBDO Argentina's Director of Integrated Communications, leading innovative work such as "Barrio Bonito" for Nike and "Bring back slow dancing" for Doritos. During his last two years there, Nicolás -along with BBDO Argentina's creative team- positioned the agency among the Top 100 innovators (according to Cream) and ranked #7 in the Top Integrated Agencies by WonReport.

Only two years after +Castro's birth, he has already been selected by Advertising Age as one the creatives to know in 2012.

Nicolás Pimentel

@nicopimentel

Nicolás Pimentel

Pedro Saleh /
Co-Founder & Cultural Instigator

Pedro studied Psychology at the University of Buenos Aires (UBA). At age 18 he lunged into the entertainment industry working primarily in the area of technical production. He acquired analogue expertise, carrying out several projects for the art and advertising industries. Later Pedro began researching the crossover of analogue and digital fields with the aim of modernizing productions which were already becoming more complex and challenging. He took part in the 1st ever visual contribution mapped over Architecture during the International Drama Festival of the city of Buenos Aires in 2004. Pedro conceived the idea of the first interactive public space in Argentina while working for BBDO and their clients Nike: he created the first conceptual football neighbourhood. In the year 2004 he founded SAKE – a comprehensive production company committed to producing and developing a variety of contents. For nearly 7 years now Pedro has been working alongside Nico Pimentel in the field of technological developments, innovation and production. These advancements led to the set up of + Castro (2010) – his first collaborative project.

Darío Rodriguez /
Creative Director & Exp.Designer

Online Dario is @almondigalab. Offline he is an architect and experience designer. He runs the collaborative design and 3D model behaviour analysis development area. In 2007 he was awarded a special mention for the master plan reform project for Trieste, Italy. In 2008 he received the 3rd prize for the Moulin Rouge reform and in 2010 he won the product category of the Heineken Inspire contest. In 2011 he produced the first radio show via Twitter.

Francesco Vicenzi /
The Italian Guy

Born and raised in Milan, Italy, Francesco left his home town right after graduating in civil engineering to move to San Francisco, California.

After six years in North Cal, a degree in advertising and an experience as an art director in few advertising agencies, he relocated to Buenos Aires, to join +CASTRO.

Huge Inter Milan fan, doesn't miss a game from 1997.

Martu Sasso /
The Experiment

Discovered by Cris Morena, she shared a few "empanadas" without olives with Antonio Banderas. Art lover, studied advertising and cinema. Music guided her to new adventures, and new adventures led her to Hawaii where she discovered the movement of her hips, dancing the Hula Hula.
She had an early start in advertising agencies and her curiosity took her soon to Mexico where she was employed by Digital entretainment Agency as an Art Director.
Months later she opened her own restaurant in Costa Rica. After a year of culinary experimentation she returned to Buenos Aires where she took again the creativity road.
Restless mind, rock steady soal seeker formed the Cooperativa Mental, and months later she was starting a solidary project called, Litter of Light Argentina.
In +Castro Martu found the family and the laboratory she was looking for to continue reinventing.

Ailin Martinolich /
Project Leader

True to her zodiac sign Leo but not to astrology, Ailin is ok been a solitary or a group member as well.
she studied for account director in ISP Institute, but really graduated when entering Young & Rubicam to work for Banco Galicia.
When digital starts to take more relevance in Argentina, Ailin decides to explore that part of our industry and moves to Niña where she collaborated to build the social media team for their client Disney.
A year later she moves to R/GA and then arrived to +Castro, which she considers to be her second home.
With 26 years old and two pets that occupy the 80% of her cellphone memory she achieved most of the challenges she proposed. But her weak point still is not having a good nickname for herself.

Fon Cornejo /
Creative Director

Fon is a 30 year old guy born and raised in Salta Province. He moved to Buenos Aires to study and since then he´s been living in that city and working on advertising.
He worked in agencies such as FCB, DRAFTFCB and Wunderman where he was in charge of the creative department as ECD for four years.

Although he is a design fan he doesn´t considers himself a good designer.

Fon loves tattoos and drawing, he´s a Jay Z fan and at the moment he is in trying to quit his only addiction, Coca-Cola and Mc Donalds.

Nico Ibañez /
Cultural Planning

After several years work¡king in the advertising industry Nico decided to launch his own startup.
Worked for brands such as Coca-Cola, Pepsico Snacks and Claro in agencies like David, BBDO and DDB.
He is the co-founder of AIOTRA a crowdsourcing platform of social content creation. AIOTRA won in the 500 Startups, Startup Chile, SEED Brazil and BAE.
As a member of +Castro he combines his learnings from both worlds. Hyperactive and vehement he can´t help retouching his moustache.

+Castro

“Less about advertising, it´s more a place where experiments in communication are conducted and there´s no room for comfort zone.

Shots Magazine

“The +Castro office, housed in former stable, is an enviroment for inspiration.”

Shots Magazine

“Any client bored of traditional marketing would do well to call +Castro”

Shots Magazine

“As a visitor to the +Castro´s offices,you are invited to test your unconfortability level.

Shots Magazine

“When Nico Pimentel leads clients step-24-step down what he calls the innovation path, they´re never sure exactly where they´ll end up because it probably hasn´t been invented yet.”

Advertising Age

“In 2012 the agency pulled off perhaps the most epic concert ever, fort Trident brand Beldent.

Creativity Magazine

“Where most agencies will think of a promotion, +Castro goes with invention.”

Creativity Magazine

“The revolution start´s here.”

Shots Magazine

The + is not casual

To innovate, serious collaborations
are the key. We customize our structure
using a wide range of resources to meet
each project needs. Many times we find
ourselves working on technology developments
that don´t yet exist, so we work together
with creatives, engineers, programmers,
scientists and artists.

Some of our strategic partners

Sake Integrated: www.sakeargentina.com
Pasto: www.thepasto.com
Cooperativa Mental: www.coopertivamental.com
SPA: www.spa-entertainment.com
AND: www.andbuenosaires.com.ar

  • Digital Innovation

    client: Danone / Vital

    Project: The Heartbeat of Life

  • Art Innovation

    client: Absolut Vodka

    Project: Transform Today

  • Ambient Innovation

    client: Personal

    Project: Free Sample

  • POS Innovation

    client: Tropicana / Twister

    Project: Twister

  • Art Innovation

    client: URRA

    Project: Name Donation

  • Product Innovation

    client: LoJack

    Project: LoLab

  • Cultural Innovation

    client: Disney

    Project: Disney Labs

  • POS Innovation

    client: Nike

    Project: Nike Air live show

  • Mobile Innovation

    client: Nike

    Project: 5 Runners

  • Digital Innovation

    client: Nike

    Project: InterTwitter Race

  • Sampling Innovation

    client: Pepsico Snacks

    Project: Lay's Machine

  • Digital Innovation

    client: Todomoda

    Project: Shared Tweet

  • Big event innovation

    client: Mondelez / Trident

    Project: beldent random music fest

  • Mobile Innovation

    client: Mondelez / Trident

    Project: Belmont Random Fest Music App

  • Social Innovation

    client: Mondelez / Triden

    Project: Beldent Random Music Fest VIP

  • Out of Home Innovation

    client: Danone / Vidacol

    Project: The heart of the city

  • Mitigol

    client: Quilmes

    Project: Mitigol

  • Cultural Innovation

    client: Mondelez

    Project: Fly Garage

  • Product Innovation

    client: Mondelez / Clight

    Project: The first line of drinkable accesories

  • Digital Innovation

    client: Google

    Project: Google Buffet

  • Digital Innovation

    client: Google

    Project: Digital Studio

Nicolas Pimentel / Co-Founder & Innovation Director

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Pedro Saleh / Co-Founder & Cultural Instigator

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Darío Rodriguez / Creative Director & Exp.Designer

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Francesco Vicenzi / The Italian Guy

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Martu Sasso / The Experiment

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Ailin Martinolich / Project Leader

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Fon Cornejo / Creative Director

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Nico Ibañez / Cultural Planning

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+CASTRO

Aguirre 1551 - Cap.Fed
Buenos Aires - Argentina
Tel: +54114793-1500

International
Small Agency of the Year

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Ad Creatives Inspired Work

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Revista G7 Cannes Lions

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The Revolution Starts Here

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Mad Men con acento Argentino

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Wonderland - Creative Spaces

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How Mondelez International Innovates

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Lions Daily News 2010

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Lay´s Vending Machine

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9º entrega

Innovaciones de los últimos tiempos curadas por Nicolás Pimentel y el equipo de +Castro: @almondigalab, @martusasso, @eltanofran, @fon84, Ailin Martinolich , Nico Ibañez.

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8° entrega

Una revolución que retoma el hábito de la lectura, videojuegos con olores o una herramienta que permite probar que todo alimento cumpla con lo que su etiqueta diga.

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7° entrega

Tecnologías que permiten elegir qué tipo de sonidos ingresan al ambiente y qué ruidos no, o aprovechar el poder de la visión artificial para compensar la pérdida de capacidad visual...

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6° entrega

Innovaciones de los últimos tiempos curadas por Nicolás Pimentel y el equipo de +Castro: @manolojofre, @rulemang, @almondigalab, @martusasso, @eltanofran...

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5° entrega

Innovaciones de los últimos tiempos curadas por Nicolás Pimentel y el equipo de +Castro @manolojofre, @eltanofran, @almondigalab, @nachovarone y @elmundodeflora.

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3° entrega

Llega una nueva entrega de #castropicks, innovaciones de los últimos tiempos curadas por Nicolás Pimentel y el equipo de +Castro. En la nota, los ocho casos correspondientes...

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2° entrega

Esta es la segunda entrega de #castropicks. Tal como se prometió en la anterior, la idea es revisar mensualmente las cosas que más le llamaron la atención a los curadores...

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1° entrega

Adlatina presenta un nuevo espacio donde se mostrarán ideas curadas por @nicopimentel con la colaboración de @almondigalab, @manolojofre y @eltanofran.

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Castro talks all over the world.

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Cannes Lions Festival 2012

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Future Flash 2013
Canada

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Desachate 0
Uruguay 2014

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Reporte Publicidad
2014

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Cannes Lions Festival
2014

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Pecha Kucha Night
2013

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Reporte Publicidad
2012

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This is what we do when we don’t work for brands.

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Castro vs Volcano
Challenge
2014

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Castro vs Volcano
Response
2014

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Recuperar las Malvinas
2011

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