Creative direction
The central idea of a campaign or platform, and everything that follows from it until it exists in the world.
I take a brief and turn it into an idea you can say in one sentence and build in many formats: a brand platform, an activation, a space, a social piece. I define the concept, the tone and the rules, and I stay through production so what gets delivered is still that idea.
I aim for work that could only belong to that brand. Every decision comes from the brand, its audience and what the project has to achieve: sales, conversation, sign-ups or presence.
Examples
2 examples
Nike Is A Girl × Liverpool: Momento Mágico
Pitch won: the launch platform for Nike Is A Girl in Mexico — an immersive garden, a Liverpool corner and an AI try-on that connects to checkout.
The Mind: Procedural Tools for Building Worlds
Procedural tools for creating worlds, objects and materials, shown in a short film across four worlds.
What’s included
Concept and narrative
The central idea, the message and the story behind it.
Brand platform
Name, tone, visual system and rules to grow without losing coherence.
Touchpoint map
What happens at the event, in store, on social and online, and what each one adds.
Pitch material
Deck, visuals and, when needed, a working prototype to show before winning the account.
Production direction
Guiding teams and vendors all the way to delivery.
When it makes sense
- You have a pitch and need a winning idea, with a prototype that makes it believable.
- The brand needs a platform that lasts several seasons.
- There are many pieces (event, retail, social, web) and they have to feel like one thing.
- The agency has the strategy and needs someone to turn it into a concrete experience.
How I work
- 01
Understand
Brief, brand, audience and how success will be measured.
- 02
Ideate
Several routes and one chosen, backed by references and reasons.
- 03
Plan
Pieces, budget, schedule and team.
- 04
Direct
Production, reviews and delivery, making sure the idea arrives intact.