My name’s Pete, but call me San…

I have over 20 years of experience as a Creative Director and Senior Art Director, working across iconic brands for large and small agencies.

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

Now I'm a little older (and maybe a touch 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.