Samuel Menendez wasn’t the star player on his university soccer team, but he still found a way to make an impact. While studying at the University of Waterloo and playing for the Warriors, he realized that his real strength wasn’t on the field, it was behind the scenes. He started running the team’s social media as a fun side project, creating graphics for game days and match results. “I wasn’t the best player,” Menendez said, “but I wanted to be part of the culture.” That small idea slowly turned into something bigger.
What began as a passion project became his first business. Menendez’s early work got attention, and one opportunity led to a paid client. He launched Creo Visions, a digital media agency focused on sports, especially soccer teams. The beginning wasn’t easy. As a young entrepreneur, he had to handle school, soccer, and his new business all at once. “I had to really manage my time wisely so that I had time to study, give value to my studies, give value to the business,” he explained. Time management was a big challenge, but he stayed focused. To earn clients’ trust, he often worked for free, showing the quality he could bring even without a big team or studio. “I did a lot of pro bono work just to showcase them what they were able to get from a young person like myself.”
Over time, Creo Visions started growing. The company worked with small teams first, but their dedication and creativity helped them stand out. One of their biggest achievements was landing AFC Toronto, a professional women’s soccer team. What made the difference wasn’t just the visuals, they cared about the message. “They didn’t just see the business in us, they also saw the passion and the care,” he said. For Menendez, the goal was to help grow the women’s game in Canada, and that passion showed in every project.
Based in Toronto, Creo Visions is part of a fast-growing creative community. Menendez describes the city’s media scene as competitive, but supportive, full of young creators who push each other to get better. “It’s competitive from pushing each other and raising the quality of work,” he explained. The company also started working internationally with projects in the U.S. and Europe. Technology like AI helped them overcome language barriers and connect with clients outside Canada. “With the changes in AI that you see nowadays, I don’t think those barriers are as evident anymore,” Menendez said.
Now, with the 2026 World Cup coming to North America, Menendez hopes Creo Visions will have a chance to work on bigger campaigns. “We’re trying to align ourselves in the market… we just try to showcase like we’re ready for the opportunity if it’s given to us,” he said. In the next five years, his goal is to open a studio and expand their production. “Right now, we offer a very online remote service… but I would love to have a studio,” he added. But no matter how much they grow, what stays the same is their approach: real connections, high-quality content, and constant improvement.
For young creatives, Menendez’s advice is simple, don’t be afraid to fail. “Fail as much as you can… The more you fail, the better you’re going to be off in the end,” he said. Every mistake is part of the process. He also reminds people to celebrate their progress. “Things I used to dream about a year ago, I’ve already been able to accomplish,” he said. A year ago, working with professional teams was just a dream. Now it’s his reality. Creo Visions shows that you don’t need to start big to make something meaningful, you just need vision, consistency, and heart.
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