Art direction
A project’s visual language: how it looks, how it feels and why.
I define the look of projects for brands and artists: palette, light, materials, composition, characters and references. I turn it into clear guides so the team produces with one standard, and I review every piece until it’s right.
I adapt to each client’s identity. What stays constant is care for detail and a reason behind every visual decision, tied to the brand and what it needs to say.
Examples
3 examples
Porsche: A Launch Experience Built in Four Nights
Five immersive worlds and a realtime magma stand-by for a Porsche launch, delivered in four nights.
Takis DJ Hero: A Turntable Game at Coachella
A turntable rhythm game for Takis at Coachella 2025, from art direction to code.
FUD Cheese Rush: Quesitos vs. Pizzitas
A PvP arcade game at EDC México where every hit melts cheese, for FUD.
What’s included
References
Moodboards and initial direction.
Look development
Key frames and style tests before production.
Visual guide
Palette, type, light, materials and rules.
Supervision
Reviewing pieces and giving the team feedback through delivery.
When it makes sense
- You have the concept and need to define how it will look.
- A project with several artists or vendors needs one visual standard.
- An activation or game has to look as good as the brand.
How I work
- 01
References
What the audience should feel.
- 02
Exploration
Several directions, one chosen.
- 03
Guide
Clear rules for production.
- 04
Supervision
Review through delivery.