SORIN's work
About SORIN
Sorin Andreescu / also known as Soso / Soren Andersen
Born: 20 July 1974 | Nationality: Romanian | Based: Bucharest, Romania, with extensive activity in Asia - China, South Korea, and Japan now.
High School Teacher, teaching in: Art & Design (+ in: AI, Computer Graphic Design)/ Creative Director, Art Director/ + Press Correspondent, Journalist
Profile
He is a veteran of international 4A agencies, with over 30 years of continuous activity in Advertising since 1993. He works simultaneously as a High School Teacher in Art & Design, Creative Director / Senior Art Director, branding and packaging consultant, senior graphic designer, and Press Correspondent / Journalist, freelance based in Asia.
He works on-site and remotely as a freelancer and confidential consultant for former employers and agencies who know him well. His core strength is packaging - he masters the full Graphic Design & Packaging flow, from hand sketch and illustration to material, print, color, real prototype and shelf impact.
1. Education and Teaching Qualification
National Academy of Fine Arts and Design Bucharest, Faculty of Visual Communication - Master in Graphic Design and Product Design / Industrial Design, double diploma, class of 1993, 6-year full-time program . Graduated with the maximum mark 10/10. / Complementary specializations: Art and Design Teacher, industrial design, visual communication, and AI.
He also studied Pedagogy, Psychology, and Teaching Methods, with 6 years of teaching practice in public art schools during and after the academy. His diploma gives him the legal right to teach in Romania.
2. Teaching Experience since 1993 to Present
External collaborator / visiting lecturer, freelancer, on-site and online. Teaches also in English.
Subjects: Art & Design, Painting and Drawing, Graphic Design and Illustration by hand and on PC/Mac, Visual Communication, Advertising and Branding, Packaging and Product Design, Fashion Design, AI Digital Art, Art History.
Current specialization: Artificial Intelligence in Art & Design, AI in Branding and Packaging, AI in Creative Thinking, AI-Generated Design. Teaches all Adobe programs on PC and Mac, Wacom workflow, plus 1-to-1 individual courses in painting and drawing.
He has taught in Public Schools in Naha, Okinawa, Japan, and held lectures and workshops in Bucharest, China, South Korea, and Japan. He regularly brings art university students as interns into the creative department to work on real projects with real briefs and deadlines.
He can initiate and teach new fields in a school even if they do not yet exist in the curriculum: Computer AI Art, Product Design, Fashion Design, Advertising Design.
3. Industry Experience - 4A Agencies and Client Side
Professional path since 1993: Ogilvy Romania, TBWA, DDB, BBDO Romania, Young & Rubicam Morocco, HAVAS Worldwide China, Samsung Mobile South Korea. ATL and BTL campaigns: international product launches on Romanian and international markets, TV commercials, online and offline graphics, cultural branding for national events.
Notable projects:
Young & Rubicam Morocco: regional visual adaptations of packaging for European brands for the North African market, respecting local cultural codes.
HAVAS Beijing and Samsung Mobile China / South Korea: regional creative direction, supervision of visual language and packaging variants, coordination of local teams for alignment to global standards.
Extensive activity in: Romania, Morocco, China, South Korea and Japan.
Current role: Now freelancing, he leads the BTL / Packaging / Branding team, creates main concepts hands-on, does reviews and analysis as a Creative Judge on campaigns by other creative directors, art directors, graphic designers, 3D artists, AI and web designers, offering solutions and strategies. He supervises production at all stages, studio, photographers, 3D team, collaboration with Client Service and Strategy / Brand Innovation, and is responsible for In-Store Design and Visual Merchandising / POP / POSM.
The dearest job in his history: Creative Director at HAVAS Advertising, Beijing. He works with the same dedication as an Art Director - without unnecessary formalism and without the self-importance of a senior professional.
4. What He Can Teach as an Art and Design Teacher
Art: painting, drawing. Design: graphic, packaging, industrial product, fashion, character design for animation, logo / visual identity, print, AI digital. Advertising: TVCs, concepts, branding, visual communication for online and offline, BTL and ATL. Digital: UI/UX design, full Adobe Creative Cloud. AI: Generative AI for concept, rapid visualization, prompt engineering, and AI art direction - Adobe Firefly, Photoshop Generative Fill / Expand, Illustrator Text to Vector, Midjourney, DALL-E, Stable Diffusion, Runway, upscaling, and AI retouching.
5. Skills
Art Direction, Creative Direction, Brand & Logo Design, Graphic & Packaging Design, Product & POSM / In-Store Design, Illustration, Character Design.
Born: 20 July 1974 | Nationality: Romanian | Based: Bucharest, Romania, with extensive activity in Asia - China, South Korea, and Japan now.
High School Teacher, teaching in: Art & Design (+ in: AI, Computer Graphic Design)/ Creative Director, Art Director/ + Press Correspondent, Journalist
Profile
He is a veteran of international 4A agencies, with over 30 years of continuous activity in Advertising since 1993. He works simultaneously as a High School Teacher in Art & Design, Creative Director / Senior Art Director, branding and packaging consultant, senior graphic designer, and Press Correspondent / Journalist, freelance based in Asia.
He works on-site and remotely as a freelancer and confidential consultant for former employers and agencies who know him well. His core strength is packaging - he masters the full Graphic Design & Packaging flow, from hand sketch and illustration to material, print, color, real prototype and shelf impact.
1. Education and Teaching Qualification
National Academy of Fine Arts and Design Bucharest, Faculty of Visual Communication - Master in Graphic Design and Product Design / Industrial Design, double diploma, class of 1993, 6-year full-time program . Graduated with the maximum mark 10/10. / Complementary specializations: Art and Design Teacher, industrial design, visual communication, and AI.
He also studied Pedagogy, Psychology, and Teaching Methods, with 6 years of teaching practice in public art schools during and after the academy. His diploma gives him the legal right to teach in Romania.
2. Teaching Experience since 1993 to Present
External collaborator / visiting lecturer, freelancer, on-site and online. Teaches also in English.
Subjects: Art & Design, Painting and Drawing, Graphic Design and Illustration by hand and on PC/Mac, Visual Communication, Advertising and Branding, Packaging and Product Design, Fashion Design, AI Digital Art, Art History.
Current specialization: Artificial Intelligence in Art & Design, AI in Branding and Packaging, AI in Creative Thinking, AI-Generated Design. Teaches all Adobe programs on PC and Mac, Wacom workflow, plus 1-to-1 individual courses in painting and drawing.
He has taught in Public Schools in Naha, Okinawa, Japan, and held lectures and workshops in Bucharest, China, South Korea, and Japan. He regularly brings art university students as interns into the creative department to work on real projects with real briefs and deadlines.
He can initiate and teach new fields in a school even if they do not yet exist in the curriculum: Computer AI Art, Product Design, Fashion Design, Advertising Design.
3. Industry Experience - 4A Agencies and Client Side
Professional path since 1993: Ogilvy Romania, TBWA, DDB, BBDO Romania, Young & Rubicam Morocco, HAVAS Worldwide China, Samsung Mobile South Korea. ATL and BTL campaigns: international product launches on Romanian and international markets, TV commercials, online and offline graphics, cultural branding for national events.
Notable projects:
Young & Rubicam Morocco: regional visual adaptations of packaging for European brands for the North African market, respecting local cultural codes.
HAVAS Beijing and Samsung Mobile China / South Korea: regional creative direction, supervision of visual language and packaging variants, coordination of local teams for alignment to global standards.
Extensive activity in: Romania, Morocco, China, South Korea and Japan.
Current role: Now freelancing, he leads the BTL / Packaging / Branding team, creates main concepts hands-on, does reviews and analysis as a Creative Judge on campaigns by other creative directors, art directors, graphic designers, 3D artists, AI and web designers, offering solutions and strategies. He supervises production at all stages, studio, photographers, 3D team, collaboration with Client Service and Strategy / Brand Innovation, and is responsible for In-Store Design and Visual Merchandising / POP / POSM.
The dearest job in his history: Creative Director at HAVAS Advertising, Beijing. He works with the same dedication as an Art Director - without unnecessary formalism and without the self-importance of a senior professional.
4. What He Can Teach as an Art and Design Teacher
Art: painting, drawing. Design: graphic, packaging, industrial product, fashion, character design for animation, logo / visual identity, print, AI digital. Advertising: TVCs, concepts, branding, visual communication for online and offline, BTL and ATL. Digital: UI/UX design, full Adobe Creative Cloud. AI: Generative AI for concept, rapid visualization, prompt engineering, and AI art direction - Adobe Firefly, Photoshop Generative Fill / Expand, Illustrator Text to Vector, Midjourney, DALL-E, Stable Diffusion, Runway, upscaling, and AI retouching.
5. Skills
Art Direction, Creative Direction, Brand & Logo Design, Graphic & Packaging Design, Product & POSM / In-Store Design, Illustration, Character Design.