Mar Ichiyanagui and Juan Ahumada of L&C on Creativity and Health Tech

Making care more accessible

Mar and Juan, assistant creative directors at L&C NYC, are partners in both work and life. They started their careers at Publicis in Lima, Peru. They have guided campaigns for brands such as PetPace, AB InBev, Bavaria, Opendoor, Netflix, Tulipan and Danone. Outside of advertising, they’re big sports fans. Their goal is to go to every NFL, NBA and MLB stadium to decide which is the best in each league.

We spent two minutes with Mar and Juan to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. 

Mar and Juan, tell us …

Where you grew up, and where you live now.

• Mar: I was born in Lima, eating ceviche 365 days of the year. Then I moved to Buenos Aires and switched to empanadas and mate. Now, I live in New York. As it is the world’s capital, I still eat ceviche and empanadas, mixed with some pizza.
• Juan: I grew up in Lima. Now I live in NYC.

How you first got interested in health.

• Mar: Mom and dad are both doctors. So, for as long as I can remember, healthcare was talked about in our home.
• Juan: I will never forget the moment when I checked the news and there was a story about a man who saved his life thanks to a heart-rate alert on his Apple Watch. From that moment, I knew that creativity could play a relevant role in health.

One of your favorite projects you’ve ever worked on.

• Mar: “The Offer-Mobile” for Opendoor was fun. It was a big bet for the client. They allowed us to bring their interface into real life to show homeowners how fast and easy it is to get cash offers on homes in real-time. 
• Juan: We reinvented Nativa Beer bottles to help Colombian farmers protect their crops from heavy rain. 

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A recent project you’re proud of.

• Mar: “Animal Alerts” for PetPace has a special place in my heart. In Peru, earthquakes happen often. Juan and I witnessed how our dogs would start behaving oddly just before a quake. This experience inspired the idea. It turns pet health data into an early warning system. This approach by L&C brought great results and recognition, like winning five Cannes Lions, including a Gold. We are very proud to be part of this team led by creatives who are also Peruvian, Gian and Rolo.
• Juan: Same. We loved bringing a whole new meaning to our best friend.

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One thing about how health is evolving that you’re excited about.

• Mar: I’m particularly excited about mental health innovation. It’s great to see how new technologies and therapies are emerging to treat conditions such as depression, anxiety and PTSD. Apps and virtual therapy are tools that make care more accessible and affordable.
• Juan: I’m excited about how technology-driven health solutions are reducing obstacles to access and equality. Wearable health technology and AI diagnoses are helping bring care to communities that were underserved or overlooked.

Someone else’s work, in health or beyond, that you admired lately.

• Mar: “Magnetic Stories” by Area 23. When I had an MRI a few years ago, I was scared by the sounds it made. I can imagine how scary it must be for a child. 

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• Juan: Liquid Death’s work, because it inspires me to push the limits and make smart, fun, cool stuff. 

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A book, movie, TV show, or podcast you recently found inspiring.

• Mar: Leaders Eat Last by Simon Sinek. A highly recommended read.
• Juan: Daniel Kahneman’s book Thinking, Fast and Slow.

A visual artist or band/musician you admire.

• Mar: I’m a big fan of Travis Scott.
• Juan: Queen. Nothing more needs to be said.

Your favorite fictional character.

• Mar: Kevin McCallister from Home Alone. 
• Juan: Michael Scott from The Office.

Someone worth following on social media.

• Mar: @unnecessaryinventions
• Juan: @rubin_allergy

Your main strength as a creative person.

• Mar: I’m very passionate. 
• Juan: Curiosity.

Your biggest weakness.

• Mar: Perfectionism. 
• Juan: Procrastination.

Something people would find surprising about you.

• Mar: Working with your other half could be a nightmare for many people. Not for us. 
• Juan: We were high-school sweethearts.

What you’d be doing if you weren’t in advertising.

• Mar: Fashion stylist. 
• Juan: Economist or a Formula 1 driver.