From a small advertising agency in Bilbao to an international creative career spanning cities like Madrid, Salzburg, Los Angeles, and Tokyo, Iñaki Saiz Roiz’s journey is rooted in instinct, curiosity, and a deep commitment to meaningful simplicity. Now based in Lanzarote, he brings over a decade of experience to his role as a Creative Art Director at zooom, shaping ideas that are both intuitive and impactful.

In this interview, Iñaki shares his perspective on creativity as an evolving process shaped by observation, culture, and lived experience. He reflects on the importance of building a point of view, embracing technology without losing the human touch, and why curiosity and courage remain the defining traits of truly exceptional creatives.

How did you first get into the industry?

After I graduated, I started as an intern at a small advertising agency in Bilbao. After a few months on the job, I built up my portfolio and moved to Madrid, where my professional career really took off.

Where are you based now and who do you work for?

I’m currently based in Lanzarote, in the Canary Islands, where I’ve lived for almost three years. I’ve been working for over ten years with the advertising agency zooom (zooom.com), which has offices in Salzburg, Los Angeles, and Tokyo.

What is your personal background and what role did it play in your career?

I've always been drawn to creativity in all its forms. I think, quite naturally and instinctively, I knew I wanted to build a career around creative work.

If you weren’t in your current industry, what would you be doing?

If I weren’t in advertising, I’d probably be in education. I’ve taught at a university, and it was a really rewarding experience.

Can you explain your creative process? What makes it unique?

It's hard to explain exactly where ideas come from. I guess it's the mix of consuming so many different things—like films, art, music—that sparks something. I let it all simmer, and over time, ideas start to form in unexpected ways. I’d say my process is intuitive, but also deeply shaped by observation and curiosity.

How would you describe your style?

I like to keep things simple but meaningful.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

There are so many incredible creatives out there that it’s impossible to name them all—so many voices, styles, and approaches that keep inspiring me every day.

What tips would you give to aspiring creatives looking for work?

Stay curious and keep making work—even when no one’s asking for it. Build a point of view, not just a portfolio. And don’t wait for permission; the best opportunities often come from doing something unexpected.

What tips would you give to other professionals to get more clients?

Focus on trust, not just pitch. Listen deeply to what clients really need—even if they haven’t said it outright. Deliver consistency, clarity, and results, and they’ll come back. Word of mouth is still the most powerful engine for growth.

Can you share a memorable experience from your career journey that shaped your approach to creativity?

I wouldn’t point to just one moment; every project leaves its mark in a different way. The excitement comes from the variety: each challenge asks for a fresh approach, and that’s what keeps the work alive and meaningful.

What kind of tools/kit/software could you not do without?

Pencil, paper, coffee and my Mac—those are my essentials.

What’s your secret to staying inspired and motivated?

There’s no secret—just genuine passion. It’s about doing what you love and feeling lucky that people pay you for it.

What’s the work achievement you’re most proud of?

I’m most proud of the project I’m about to create. Every new challenge is a chance to do my best work, and that’s what drives me.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

To be honest, I don’t know. There are already so many gurus out there predicting the future.

What do you think sets apart truly exceptional creatives from the rest of the pack?

I think it’s curiosity and courage. Exceptional creatives don’t just follow trends—they question them.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

Technology has changed everything—from how we create to how ideas spread. I’ve embraced it, especially tools like AI and digital collaboration, but I still keep the human touch at the center. For me, tech is a tool, not the idea itself.

What is the one thing that you would change about the industry?

I think we waste too much time in meetings…

Any websites, books or resources you would recommend?

Absolutely—anything by Paul Arden or John Hegarty is worth reading. Their books cut through the noise and speak straight to the heart of creativity and bold thinking.