Concept first.
System always.

An authorial photographic interpretation of Arla—Sweden's most recognizable dairy brand and a cultural fixture woven into Nordic daily life. Rather than extending conventional product communication, the work asks: how might Swedish photographer Lars Tunbjörk reframe this institution? The project channels his sensibility—intimate, observational, and deeply rooted in Nordic identity—to explore what Arla means when seen through the lens of cultural belonging and domestic ritual.

The work abandons marketing logic in favor of narrative depth. Photography becomes a tool for interpreting identity: childhood memories, the material textures of Swedish domesticity, the unspoken rituals that anchor a culture. Each image operates as a conceptual study rather than a promotional asset, positioning the brand not as a product but as a symbol of continuity, trust, and the everyday practices that define a place and a people.

Campaign Poster

Tunbjork Study

Childhood Memory

Lars Tunbjörk

An exploration of brand personality through visual metaphor and lateral thinking. The exercise: stepping into the imagination of a brand object — a shoe — to imagine the kind of person it would create. Rather than rendering realistic portraiture, the work projects brand values through color, form, and composition. Each element becomes a signal: spatial relationships suggest personality, chromatic choices reveal sensibility, and abstract forms communicate the intangible qualities that define the brand's essence.

The methodology moves deliberately away from literalism. Where traditional brand work describes through representation, this project suggests through abstraction. The shoe becomes a character, and its imagined person emerges not from realistic detail but from the lateral relationships between visual elements—how they speak to courage, creativity, accessibility, and movement.

Campaign Poster

Peu Form

Twins White Poster

Twins White

Caramba Poster

Caramba

Nintendo redefines what "better" means in entertainment. Not faster processors. Not hyperrealistic graphics. Better means accessible to everyone, memorable across lifetimes, and coherent in vision across decades.

A solution that emerges from a fundamental insight: children thrive when playing with friends in environments where they feel safe. Through interviews and behavioral research, we discovered that the home — a space of comfort and security — becomes the ideal threshold for exploration and shared adventure.

The concept: augmented reality glasses that transform living rooms into shared worlds. Friends appear as avatars in the same augmented space, enabling cooperative play and discovery without leaving the safety of home. The technology becomes invisible; what remains is the pure joy of playing together.

Rather than competing on processing power or graphical fidelity, this solution prioritizes emotional safety, social connection, and the freedom to experiment without judgment. It makes Nintendo's philosophy tangible: play as a shared, joyful human act.

Cross-Generational Insight

Brand Ecosystem

Emotional Framework

Accessibility First

Gameplay Innovation

Platform Agnostic

Universal Joy

Cultural Continuity

A typographic identity for Madrid's Batalla Naval de Vallecas — a 40-year festival rooted in countercultural memory and collective political expression. The festival operates on three simultaneous registers: playful water chaos, utopian demand (reclaiming Vallecas as an imaginary port to the sea), and collective voice, channeled through the annual refrain "Mójate por..." ("Get wet for...").

The typographic solution draws on the visual language of maritime piracy and the Golden Age of 17th- and 18th-century navigation, while rejecting pastiche. The letterforms remain contemporary and legible, but each carries the narrative weight of oceanic history. Every design decision — letter anatomy, weight distribution, spacing, formal relationships — references the festival's imaginary geography and populist roots.

Metro Station

Bus Stop System

Wall Composition

Campaign Poster

Vertical Composition

Campaign Study

Transit System

Complete visual identity for an independent electronic music label — built from strategic concept through to full brand manual. The system covers logo design, colour architecture, typographic hierarchy and a graphic language drawn from sci-fi, space exploration and Japanese visual culture.

Physical applications include vinyl record covers, OBI strips and record labels, ensuring visual coherence from digital social touchpoints to physical product. A professional brand guidelines document codifies every application rule.

Vinyl Label

Vinyl Mockup

Shirt Design

Merchandise

Brand Asset

Record Application

Physical Product

Ongoing visual identity for an underground electronic music collective. The system covers graphic identity, social media templates, merchandise design and a brand app concept — all rooted in the aesthetic of independent record culture and analogue formats.

A consistent visual language built to grow with the label — from Instagram formats to physical merchandise, the system holds its character at every scale.

Digital Assets

Vinyl Record

Album Design

Merchandise

Brand Assets

Print System

Complete brand strategy for a Barcelona-based creativity and AI festival. The project covers the full strategic workflow of an art director responding to a real client brief: briefing analysis, counter-brief development, competitive landscape mapping, consumer insight, brand territory definition, brand purpose, and creative conceptualization.

An applied case study that demonstrates how strategic thinking and visual execution are inseparable in effective art direction.

Complete visual identity system for the PokerGO streaming platform — from on-screen lower thirds and full-screen graphics to show opens and sponsor integration. The system had to scale across multiple simultaneous live productions without losing coherence.

Collaborated with producers, directors and technical crews across high-pressure live events, leading creative decisions from concept through to air. Maintained direct working relationships with major North American sports media clients.

Broadcast Graphics

Title System

Interface Design

Motion Graphics

Tournament Branding

Promotional Assets

Art directed and designed complete on-air visual identities for the World Series of Poker across CBS Sports and ESPN — including motion graphics, data-driven overlays, LED environments and physical set design. Productions reached millions of viewers live.

Developed real-time graphic systems integrating live tournament data, RFID technology and dynamic overlays. Designed immersive broadcast environments — LED video walls, virtual studios, interactive multi-monitor setups — creating coherent visual worlds across screen and physical space.

Broadcast Graphics

Title System

Main Event Branding

Tournament Series

Production Team

Good design doesn't begin with a tool — it begins with a clear creative vision. I'm an Art Director and Visual Communication designer with a background in broadcast and a specialisation in brand identity, creative campaigns and visual storytelling.

My work spans the full creative arc: from concept and art direction to final execution across screen, space and brand touchpoints. I integrate AI-assisted creative workflows naturally into my process — using generative and production tools to accelerate ideation and elevate the quality of final outputs.

My broadcast background — including Emmy and Cannes Lions award-winning productions for ESPN, FOX Sports and CBS — has shaped a discipline few Art Directors bring to the table: the ability to design entire visual ecosystems under pressure and lead creative decisions across a team in real time.