The Brutal Beauty of the Open Road

Let me tell you something about the road - it's a cruel mistress, but goddamn if she doesn't show you the best of humanity in the most unexpected places. I left LA behind, that sprawling mess of burned down dreams and smoldering nightmares, pointing my bike - The Pearl, she's called - toward a corner of Arizona named Waddell.

What I found there wasn't just shelter, but a glimpse into that uniquely American phenomenon of strangers opening their homes to wandering souls. Kimberly and Dean, these Bunk-A-Biker saints, they're the real deal. Dean's the kind of guy who treats his grill like a sacred altar, and let me tell you, those chicken breasts he served up? The kind of simple, honest food that reminds you why we break bread together in the first place.

Here's the thing about bikers - they're dreamers. Like Kimberly and Dean, harboring visions of Alaska's endless roads. We sat there, trading stories like contraband, talking about this Hera Rising Mission, and how my supposedly Patagonia-bound ass somehow found its way pointing towards Costa Rica. The road has a sick sense of humor like that.

Phoenix came next, breakfast with Megan, and here's where it gets personal. Her ex-husband, Peter Sterling - now there was a man worth remembering. In the cutthroat world of advertising, where most souls go to die, Peter was different. We met in the trenches of BBDO LA, survived the Mitsubishi bloodbath together. Back then, my family and I would escape to the Wild Horse Pass Resort, that rare oasis in Pima territory, before everything went to shit and got complicated.

Happy times with Megan.

Cancer's a bastard. It doesn't care if you're a good person, doesn't give a damn about your family or your dreams. Peter fought it like a warrior, but in the end... well, you know how these stories go. Sitting there with Megan, I couldn't help but think about legacy. About how the people we lose never really leave us, how their memory becomes part of our DNA.

This Hera Rising Mission? It's not just some feel-good bullshit about beating records and space jumps. It's about the next generation, about giving them the tools to solve the puzzles we couldn't crack. Maybe somewhere out there, there's a kid who'll figure out how to tell cancer to go fuck itself. Our very own Hera.

So here I am, on this endless ribbon of asphalt, carrying these stories, these memories, these dreams. If you see me out here, stop. Share a meal. Share a story. Because in this world of increasing isolation and digital disconnect, sometimes all we need is to ride together, break bread together, and remember we're not alone in this beautiful, brutal world.

How they got here?

And if you believe in science, in progress, in giving the next generation a fighting chance - throw some support behind Hera Rising. Because in the end, we're all just trying to leave this world a little better than we found it.

Tito Melega

Two decades of advertising experience with the last 12+ years leading and mentoring creative teams through concept and execution of breakthrough marketing, advertising, original video programming and branded content.  Clients include–among others–Lexus, Acura, Nissan, Toyota, Infiniti, Pepsi, DirecTV, Clairol, Holiday Inn, Conseco, United Airlines, Cisco Systems and Miller Lite

Focused on digital, mobile, and brand experience initiatives that culminate in fully integrated national and global platforms recognized for their effectiveness.  Proven track record bringing together agency, clients, and out-of-network partners to convey one brand voice throughout every platform and consumer touchpoints.  

Education: Portfolio Center, JWT, Fallon, BBDO, Saatchi & Saatchi, Goldberg Moser O'Neill, Team One Advertising and TBWA\HIAT\AY.

Since 2010, Tito's teams have earned awards and nominations by:

Cannes Lions
Emmy Awards
D&AD
One Show
EFFIE
Clio
Clio Sports
Superbowl Top 10 Spot
Best Social Media Campaign Automotive
AdAge Top 10 Viral Videos
Adweek's Spot of the Year
Creativity Top 5
Creativity Pick of the day
SHOOT! Magazine Top Ten Spot of the Year
People's Choice Top Ten Spot of the Year
SHORTY Awards
AWWWARDS, Site of the Day
AWWWARDS, Mobile Site of the Day
AWWWARDS, Site of the Month, Finalist
Adobe Cutting Edge Award
Webby Awards
SAMMY Awards
Mashable Mashies Awards
Google Creative Sandbox
AICP Awards
First-ever AICP Most NEXT Award
CA Annual
Graphis Annual
London International Advertising Awards
British Design & Art Direction

Other interests include founding, curating and organizing TEDxHollywood, advocating for TACA (Talk About Curing Autism), and being an active animal rescue volunteer.

http://www.titomelega.com/
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CROSSING LAREDO: WRONG TURNS, RED TAPE, AND THE POLICE ESCORT I DIDN’T SEE COMING

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The Next Chapter Begins: From LA to Costa Rica - A Journey for EQUALITY, STEAM, and Change