. . .

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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Serge Castro

Art Director/Motion Designer, freelance

Germany

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HsiJen Liu

Senior Creative, Art&Graft

United Kingdom

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Santiago Losada

Art Director, Ogilvy & Mather

Colombia

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Nick Houghton

Art Director/Designer/Illustrator, N Houghton Creative LTD

United Kingdom

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Olly Browning

Art Director, routesix

United Kingdom

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Hany Hossam

Art director, Digital Republic Linked by Isobar

Egypt

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Connie Constantinou

Art Director, Semio productions

Cyprus

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Chris Micklefield

Art Director, TMW Unlimited

United Kingdom

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Angèle Davidson

Associate Creative Director, Dell Technologies

United States

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Mariya Evtimova

Art Director, freelance

United Kingdom

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Nick Groeneveld

Art Director, Ambassadors

Netherlands

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Megan Egan

Art Director, Creature

United Kingdom

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Denis Semionov

Art Director

Russia

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Mumtaz shakil Ahmed

Broadcast Art Director, Allahhelp.com

United Kingdom

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Edu andres Orellana olivares

Art Director

Chile

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Louise Signard

Art Director, Geometry UK

United Kingdom

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René Ocaranza

Art Director, Wunderman Thompson Santiago

Chile

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Paul Hancock

Senior Creative, House 337

United Kingdom

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Dylan Bobier

Art Director, Critical Mass

Canada

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Anna Paine

Art Director, DIG

Australia

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