Héctor Ayuso

Héctor Ayuso has spent the last 30 years chasing ideas and making them real. Call him an artist, filmmaker, creative director, storyteller, or just a guy who can’t sit still—labels don’t matter, doing does.

From Spain to Mexico, Italy to the U.S., he’s built studios, taught, spoken on stages, and created projects that live outside the usual boxes. For nearly 25 years, he founded and shaped one of the world’s most influential creative festivals, OFFF. Now, he’s building Paradiso, a different kind of gathering—one that ditches the polished and embraces the raw, the real, the human.

Alongside this, he co-founded NOT On Sale, consulting and guiding creative projects that push boundaries and break formulas.

He currently lives in Mexico City with his wife Bea, Suki the perfect kitty, and the only machine he fully trusts: his road bike. What else do you really need?