Chalo
Bonifacino

Chief Production Officer
Madrid office
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Chalo Bonifacino Cooke

Chalo
Bonifacino

Chief Production Officer
Madrid office
-

Chalo was born in Montevideo, Uruguay. At 15, he began working as a messenger in an insurance company, and then received his Bachelors Degree in International Business from The Catholic University of Uruguay.
During his studies, he gained experience in the field of international business development, working for several companies seeking support in opening international markets and new distribution channels.

At the age of 23, along with his brother, he founded a software company and launched a ‘bug’ tracker tool for developers. Soon after launching the product, he moved to UK where he did a Masters Degree in International Marketing Management at Bournemouth University, focusing his research on the relationships between advertising agencies and clients. Two years later, he moved to Buenos Aires and started working at Newsan, the leading manufacturer and distributor of electronic and household goods in Argentina.

In 2009, he quit his job and moved to Madrid to join Antiestático, a newborn production house founded by Matías Dumont, with offices in Madrid and Buenos Aires. Since then, Chalo has worked as executive producer, producer, and planner in audiovisual and interactive projects for agencies such as Ogilvy, Havas, TBWA, McCann, Saatchi, and brands such as Coca-Cola, Heineken, Disney, Paramount, Sony, Santander and BBVA. He led the content department and launched a documentary with Ferrán Adrià for Paramount and Telefónica, recently included in the San Sebastian International Film Festival.

In 2010, he and his wife, Luciana Mazza, founded Simply Prorsum, a creative direction and production boutique for the fashion and lifestyle industries, which has worked for brands such as Dior, Chanel, YSL, Louis Vuitton, and L’Oreal. Chalo and Luciana joined forces to launch Simply The Mag, a biannual fashion and lifestyle printed and online magazine. They then launched three other magazines, including So Blue for major group Mahou San Miguel, and AE Magazine for Viacom Group, gaining great experience in editorial content strategy, design and production.

In January 2016, he founded Picnic Content as Chief Production Officer, together with Fernando Vega Olmos, Alex Pallete and Matías Dumont.

Chalo is a multifaceted thinker and doer, always looking on the bright side of life.
Fortunately, he finds the antidote for his exhausting way of life into his little palace in Madrid, together with his wife Luciana and his dog Paco.