Creative Art Director
Mercedes Antoñanzas Portfolio
Crafting visual narratives where strategic thinking and creative direction come together to build distinctive brands, memorable campaigns, and engaging digital experiences.
Dynamic Visual Explorations
Innovative Projects
Creative Vision
Great creative work happens when strong ideas meet thoughtful execution. My approach combines creative direction, storytelling, and visual design to build experiences that are both engaging and meaningful. I’m driven by curiosity, culture, and the challenge of turning complex ideas into compelling narratives.
Visual Taste
My visual style is shaped by a background in art, music, branding, and culture. I’m drawn to bold compositions, strong typography, and work that balances aesthetic impact with clear communication. For me, design is not only about how something looks, but also about the story it tells and the emotions it creates.
Strategic Thinking
My background in Politics and International Relations has given me a strong understanding of human behaviour, communication, and cultural dynamics. I approach every project strategically, using research and insight to inform creative decisions and develop work that is both visually distinctive and purposeful.
The Process
How I Work
1
Research
Every project begins with research. I take the time to understand the audience, context, and objectives behind a brief, exploring the cultural, behavioural, and strategic insights that help shape stronger creative decisions.
2
Strategy
Once the foundations are clear, I translate insights into a strategic direction. I define the core idea, positioning, and creative approach, ensuring that every decision has a purpose and supports the overall vision.
3
Creative Direction
Creative direction is where strategy comes to life. I develop concepts, visual systems, and narratives that are both distinctive and meaningful, creating work that balances creativity, clarity, and impact.
About Me
With a background spanning politics, visual arts, music and branding, I approach creative direction through both strategy and storytelling. I’m passionate about building meaningful brand experiences that are visually distinctive, culturally relevant, and rooted in insight.
Having worked in advertising, media, and creative environments, I’ve developed experience in content creation, strategic thinking, research, and idea development. My academic and creative journey has given me a strong understanding of human behaviour, culture, and communication, which continue to shape the way I approach every project.
Today, I focus on creative direction, branding, and digital experiences that combine strong ideas with thoughtful execution to create work that connects, inspires, and leaves a lasting impression.
Phone
Reach out at +34 685 103 160
memeantonanzas@gmail.com