. . .

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 Benigni

Motion Graphics Designer, Freelancer

Italy

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Talia

Lead Creative, Nettl

United Kingdom

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Peter Chrzanowski

Digital Designer

United Kingdom

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Robin

Illustrator

United Kingdom

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Michael Gettings

Creative

United Kingdom

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Alaine Scanlon

Creative

United Kingdom

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Giovanna Ferraris

Graphic Designer

United Kingdom

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Luca Maximilian Caputo

Film Director, DOP. Founder of LET'S FILM., Let's Film

Spain

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Andrew Grange

Graphic Designer

United Kingdom

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Katharine

Photographer-Digital media artist

United Kingdom

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Rebecca Lupton

Stills Photographer

United Kingdom

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Helen

Head of Creative

United Kingdom

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Chris Minett

Digital Creative Director

United Kingdom

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Roxanne

Graphic Designer, GFM Holdings Ltd

United Kingdom

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Macmillan Cancer Support

United Kingdom

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Sonda

Director, Arts & Creatives Ltd

United Kingdom

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James

Graphic Designer, Bailies Coffee Roasters

United Kingdom

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Renato

Head of UX and Motion Graphics, Specsavers global brand agency

United Kingdom

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Lee

Graphic Designer, Dunster house

United Kingdom

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Elena

Creative Director, Amanita Studio

United Kingdom

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