Amsterdam, North Holland, Netherlands
My career in Art Direction and Visual Design has taken me from Madrid to Berlin and now Amsterdam, working across fashion, beauty, luxury and design. I’ve collaborated with brands including Gucci, Yves Saint Laurent Beauty, Kiehl’s, Kérastase, SkinCeuticals, Armani Beauty, IKEA, L’Oréal Luxe, Lexus and Birkenstock. My work focuses on strategic art direction and visual storytelling, spanning content creation, creative campaigns, digital experiences, traditional shoots, CGI & AI productions — always with a clear, considered and holistic approach. And now, I’ve started a new chapter with Rituals Cosmetics, a brand I’ve long admired for its vision of beauty, balance, and mindful living. Here, I’m shaping the brand’s art direction, digital presence and content strategy, working closely with an amazing team of creatives, marketers, tech and data specialists to keep building the future of Rituals. Alongside this, I continue to freelance with forward-thinking brands, driven by a love for elevating creative experiences with purpose & craft - and discovering what's next in luxury, beauty, tech, fashion & interior design.
Leading the visual direction of our digital-first content, with a strong focus on CGI, GenAI-generated assets and product focus design. My role centres on shaping a cohesive visual world across touchpoints, ensuring every asset is premium, scalable and crafted with intention. I collaborate closely with craft leads, producers and creative partners to translate strategic ideas into elevated visual stories. I guide and mentor visual creators, drive consistency in styling, lighting and tonality, and help push the boundaries of innovation while keeping quality and storytelling at the core. My work focuses on balancing beauty with performance, building reusable visual systems and bringing clarity and direction to every phase - from concepting to final polish.
I am responsible for the art direction of digital content and experiences, from concept development through to final execution. My work supports brand storytelling across multiple channels and markets, ensuring consistency and quality in everything from digital campaigns to in-store materials combining creative direction and commercial needs on a global scale. Key areas of focus include: Developing digital campaigns and assets that are rolled out globally and adapted across markets. Coordinating with external creative partners and agencies to manage resources and production. Working closely with category, marketing, sales, social media and in-store teams to deliver cohesive cross-channel experiences. Creating digital and in-store assets featured in Rituals boutiques worldwide. Producing content and materials for wholesale and strategic partners such as Sephora.
Gucci, Samsung, Birkenstock, Jordan, Skyryse, Lexus
L'Oréal Luxe, IKEA, YSL Beauty, Armani Beauty, Kerástase, SkinCeuticals, The Coca Cola Company, Santander Bank.