My name’s Pete, but call me San…

I have over 14 years working as an Advertising Art Director for global advertising agencies.

As a kid, I dreamed of becoming a Top Gun pilot, but after realising Tom Cruise was a bit of dick and that my own rendition of ‘Lost that Loving Feeling’ was pants, I began studying Communication Design. I majored in Graphic Design and gravitated towards advertising like a moth to a flame.

Now I'm a little older (not sure any wiser) I wanted to do something creative, that was just for me. The kids around my agency call it my side hustle, but I see it as pure creation and do it simply for the love of the craft of taking beautiful photos.

I don’t know why I do it this under a pseudonym, but San Pedroza was always the name I called myself in football video games, I guess he just sounds a little more exotic.