About me

Creative Director | Brand Design Leader | AI Creative Strategist.

I help brands and creative teams transform business objectives into faster, smarter campaigns, brand systems and creative processes through creativity, strategy and generative AI.

For over 25 years, I have helped agencies, major brands and companies turn business objectives into ideas that build brands, make an impact and drive sales.

I have worked as a Creative Director, Senior Art Director and creative consultant for international agencies, in-house teams and clients across a wide range of sectors, leading projects in branding, advertising, retail, packaging, communications and production from strategy through to execution.

My approach combines three disciplines that rarely coexist in a single role:
- Creative direction with business acumen.
- In-depth knowledge of print and digital production.
- Integration of Generative AI and Prompt Engineering to transform the way creative teams work.

I do not see AI as a substitute for creativity, but rather as a tool to eliminate friction, accelerate ideation, improve quality and free up time to think more effectively.

Throughout my career, I have worked with agencies such as Dentsu, VML, Jellyfish, Geometry Global and Ogilvy, as well as leading projects for major companies such as El Corte Inglés and running my own creative studio since 1998. My work has been recognised by Creativepool, which has included me for six consecutive years amongst the Top 25 Most Influential & Inspiring Art Directors Worldwide.

Today, I am keen to collaborate with organisations that want to build better brands, modernise their creative processes and harness artificial intelligence without compromising on judgement, brand culture or creative excellence.

Skills

Advertising, Art Direction, Branding, Packaging Design, Production

Sector Experience

Advertising

Awards

AMPE Awards (Spain) Bronze, best use of packaging, for La Casera, Cadbury-Schweppes., AMPE Awards (Spain) Gold, best campaign that increases market share, for Coca-Cola Serie Mini BMW., AMPE Awards (Spain) Gold, best packaging design, for Leche Celta., AMPE Awards (Spain) Gold, best use of advertising, for Leche Celta., AMPE Awards (Spain) Silver, best customer loyalty campaign, for La Casera, Cadbury-Schweppes., AMPE Awards (Spain) Silver, best innovative communication strategy, by Telefónica., AMPE Awards (Spain) Silver, best use of advertising, by Ford.