Art direction · Madrid
Art direction in Madrid
Art direction for campaigns, brands, photo shoots, video, events and editorial pieces. From Madrid, working with brands that want their own look and agencies that need creative reinforcement on specific projects. My work is defining how the piece looks and feels before the files exist.
What an art director does
Defines how the project will look before anyone produces anything. That includes: defining concept and mood, choosing palette and typography, setting visual references, directing photo or video shoots, deciding composition and props, validating deliverables. The art director is the visual head of the project, not the sole executor.
When you need art direction (and when you don't)
You need it when the project involves multiple disciplines (photo + typography + design + production) and nobody is going to unify the result. You need it for campaigns, launches, brand shoots, events. You don't need it for simple pieces with a single discipline (a standalone logo, a single-page landing) — there the designer becomes the de facto art director.
Project types where I direct
Product launch campaigns (from shoot to final piece). Full rebrandings (from audit to implementation). Brand photo shoots (concept, photographer casting, on-set direction). Corporate video and branded content (concept, look). Physical events (signage, materials, ambience). Editorial pieces (visual structure + directing designers and photographers).
Work with your team or mine
I can work with your in-house team (your designer, your photographer, your producer) directing the visual side. Or I can assemble a full team from my network of collaborators: photography, illustration, motion, production. Both ways work — depends on the project and what you already have in motion.
Got a project that needs visual direction?
Tell me what piece you're preparing: campaign, shoot, rebrand. I reply within 24 hours and, if it fits, we do a free 30-minute call to scope it.
Start a projectFAQ
How much does art direction cost?
Depends on the project. A simple campaign with 1-2 shoots, from €1,500. A full rebranding with team direction, €5,000-15,000. One-off sessions (on-set direction for a photo shoot), from €600/day. If you're building a full team from scratch, itemised quote (my fee + team + production).
Do you need an art director for a small campaign?
Depends. If the campaign is 2-3 simple pieces and the designer understands the brand, no need. If the campaign involves photography, video, custom typography, multiple formats and stakeholders, yes — without someone unifying criteria, the result becomes a Frankenstein.
Do you also direct video?
Visual direction yes (look, palette, composition, typography in motion graphics). Cinematographic direction (framing, camera movement, editing) I leave to specialised directors — I coordinate with them. I can recommend directors I've worked well with.
Do you work for agencies or only direct clients?
Both. For agencies I'm the creative reinforcement when the project needs external eye or the in-house team is saturated. For direct clients I run the entire project. The structure changes, the work is similar.
How far in advance does direction start before launch?
For campaigns: direction kickoff 8-12 weeks before launch (concept + casting + shoots + editing + delivery). For rebrandings: 12-20 weeks. For one-off pieces (brand shoot): 3-5 weeks. The more time, the better the result — rushed projects ship, but lose refinement.
Are you on set during shoots?
For critical shoots (main brand photography, video shoots) yes, in person in Madrid or I travel if the shoot is elsewhere. For support or secondary shoots, I direct remotely via live video call with the on-set team. We decide during planning.