How I work · From idea to product
Fifteen years taking brands from idea to product. The method stays the same whatever the channel or team size: four steps, each with a real case where you can see it.
Before drawing anything, I define what has to change and for whom. That is where the insight comes from: the truth about the audience the idea is born from.
Case · UNITY
Two audiences who don't want the same thing, solved with one system.
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The idea becomes a system —identity, typography, palette, tone and rules— so it lives just as well on a label as on a screen.
Case · Sangre de Toro
Two ranges, Original and Reserva, with the same structure and a different colour.
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I direct production —photography, video and AI-generated imagery— and oversee the result until it ships, not until it is approved.
Case · San Roque Firma Legal
None of the photos exist: all the imagery was generated with AI and directed like a real shoot.
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A brand ends where it is used: the website, the store or the platform, built, launched and measured.
Case · Happy Chilling
Identity and a live online store, with Niubiz, Yape and Plin payments.
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AI with judgement
I produce image and video with generative models inside a brand system, not as a loose experiment. The difference is not knowing how to use the tool: it is knowing when the result serves the brand and when it is merely eye-catching.
If you are looking to hire a creative director or need support on a project, tell me the essentials and I will reply by email.