. . .

About me

Art Director | 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.

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Federico

2D/3D Animator, Freelance

United Kingdom

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Rachael Tremlett

Designer and Scientific illustrator, Freelance

United Kingdom

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Vittorio Ferrara

TV Director, Video Director, Project Manager, free lance

Italy

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Lila Kozdra-Isufi

Junior Artworker

United Kingdom

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Jamal Sobers

Graphic Designer, Freeflo Studios

United Kingdom

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Theodore Salame

MD // EP, North Of Normal

Austria

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3D Filigree

3D Generalist

United Kingdom

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Ivan Fuentes Orri

3D Expert, Interiorvista

Spain

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Jess Palma

Illustration & Print design, freelance

Spain

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Catalina Rubio

designer

Spain

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Enric Valenciano de Mendiolaza Llobet

Digital Marketing - Graphic Designer, -

Spain

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Milo

3D lighting/Rendering Artist, Platige Image

Spain

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Fabianne Van Schaik

Freelance Graphic Designer, Remote

Spain

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Aaron Wells

Marketing Director, Big Cat Agency Ltd

United Kingdom

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Amaia Sarriguren

Freelance Senior Art Director

Germany

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Psiconautica Studio

Illustrator

Portugal

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Lexis B

Illustrator, 2D artist, character designer, cartoonist, Montena

Spain

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Gonzalo Duque

Motion Graphics Designer, GDuque

Spain

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Marco Barneto

Motion Graphics Designer, freelance

Spain

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Lidia Del Río

Art director/ Plastic Artist

Spain

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