. . .

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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Irina

Creative, Freelance

Romania

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383

United Kingdom

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João Binda

COO, mcgarrybowen

Brazil

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Chris Stevens

Senior Designer, Jones Knowles Ritchie

United Kingdom

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Designer, Africa

Brazil

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Jaanki Patel

Graphic Designer, Williams Lea/tag

United Kingdom

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Helena Rotherham

Photographer and stylist, H.E.R Photo

United Kingdom

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Nico Amalfitano

Production Manager, Megomotion

Spain

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Trainee Graphic Designer

United Kingdom

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Harrison Fleming

Animator

United Kingdom

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Bash Khan

Senior Designer, Howden

United Kingdom

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Maciej Dworakowski

3D artist/CG generalist

Poland

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Michele Benincasa

Cartoonist, Graphic-news.com

Malta

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Paragon Creative

Morocco

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Daniel Diggle

Designer, Daniel J Diggle Ltd.

United Kingdom

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Senior UI/UX Designer, This is RAD

United Kingdom

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Lars Killi

Chief Creative Officer, larskilli.com

United Kingdom

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Georgina Clark

Freelance Graphic Desinger

United Kingdom

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Patricia

Graphic designer

United Kingdom

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Nader Bilgrami

Owner, Nader Bilgrami Film & Photography.

Netherlands

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