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Juan Carlos Salcedo Ante (Bogotá, July 24, 1969) works on the development of creative ideas, from the everyday as raw material of the visual, as reflection, communicative and social art. He performs a re interpretation between the arts and advertising, taking as references the present, the history, the site specific, the environment in general, always worried about what what happened around him; his family is the engine that always keeps him high and alert to what happened in the atmosphere, mass insanity, rather too much sanity. Graduated from the Catholic University of Manizales in Advertising studies, specializing in directing creative. Since 1991 he has served in theregion doing creative work such as "Freelance" to companies and institutions. In 2001 he studied photography at the EFECUATRO STUDIO Academy of Pereira. In the period from 2009 to 2014, he carried out and completed Bachelor of Visual Arts professional studies  of the Technological University of Pereira, tending the  opportunity to open mind, open mind, scholarship for an exchange with the FAD Faculty of Arts and Design from UNAM National Autonomous University of Mexico (Mexico City, first semester 2014), whose enriching experience gave him too many contributions, both technical and spiritual information, the world open to visual opportunities, too many doors open, making the decision to set out on the path of art, advertising passes to a plane as a tool and not as a key to perceptual action.  Every day he works very early in his workshop studio, re inventing, shoveling, drawing as a base, freedom of the good feeling, the satisfaction of doing what you like the most, taking advantage of the minutes in this time of noise. These facts come perhaps from that premise: “This is not the end, the best work is the next one, until the end. end of their days on this planet, learning each time, experiencing, without any formula or discourse, the enjoy doing.