On Thursday, May 17th AAF-Greater Evansville welcomed Walter Barrazza and Lalo Durán, the co-founders of WALO Creative based in Dallas, TX. They presented the lessons and experiences they’ve learned creating authentic brand experiences for their clients, specifically the Jarritos brand. They shared simple and actionable tips that help infuse advertising with authenticity and win over consumers.


Walter Barraza

Fleeing a civil war-torn country in Central America brought Walter, WALO’s Co-Founder & Executive Creative Director, to Dallas, Texas. Enamored with life in the U.S., he became a sponge for all cultures. Speaking Spanish at home and English in school with friends that were Latino, American, African-American, and Asian allowed him to develop a unique perspective of life. This perspective has molded his work and keeps it evolving. Over the last ten years, he has worked on brands like Fruit of the Loom, Comcast, Miller Lite, Samsung and Jarritos. Him and Lalo Durán opened the doors to their own agency, WALO, in 2014 and in 2015 WALO became the AOR for Jarritos. Since then, WALO and Jarritos have created a strong and fruitful partnership. Before opening the doors to WALO, Walter worked for renowned agencies such as The Richards Group, Dieste, Grupo Gallegos and Lopez Negrete Communications.

Lalo Durán

Raised on one of the busiest USA-MEX borders, Lalo, WALO’s Co-Founder & Managing Partner, grew up living in two worlds, which allowed him to witness how the different cultures are shaping this country. That gave him a unique perspective that he truly enjoys showcasing in his work. Before becoming a Creative Director, Lalo also worked in Account and Project Management. In his 12+ years in the business he has helped build brands such as AT&T, Southwest Airlines, The NY Lottery, McDonald’s, Miller Lite, Samsung and Jarritos. Before opening the doors to WALO with Walter Barraza, Lalo worked for Dieste, Inspire, Moroch and Lopez Negrete Communications.

WALO Accolades

Some of the accolades Walter and Lalo have been fortunate to receive throughout their careers include multiple national and international awards as well as three Best Of Shows and the coveted American Advertising Federation’s Diversity and Inclusion National Mosaic Award for Best Multicultural Talent in Advertising for their work for Jarritos “The Journey”.