Carlos Baer is VML’s Chief Content & Production Officer for EMEA, where he leads the vision, craft and operational excellence for integrated content and production across the region.

Originally from Brazil and now based in Madrid - evolving from creative to animator, film director, and into executive leadership - Carlos has built a career across three continents, combining a global outlook with respect for local insight and cultural nuance, and guided by the belief that creativity is elevated by craft and strong execution.

He has led work for some of the world’s most influential brands - Coca-Cola, Amazon, Colgate, and Ford - while also taking on unique creative challenges, from startup launches to developing a feature-length documentary and directing branded content filmed inside the Vatican.

Carlos’ work has earned ongoing recognition at the industry’s leading festivals - Cannes Lions, LIA, CLIO, and The One Show - including a Gold Lion in Film in 2025.

Outside of work, he is a new dad, tech enthusiast, licensed pilot, and a pretty average snowboarder.