With more than 14 years of experience in the advertising and audiovisual Colombian industry, Roa has become one of the most outstanding filmmakers from the Andean Region of the country, working for different colombian advertising agencies such as SANCHO BBDO, LEO BURNETT, HAVAS MEDIA, FANTASTICA, and JUNE&JULY, and exporting his work to other companies in Mexico, Italy and USA like 76WORDS from Washington DC.