Lady San Pedro

Creative Writer and Designer


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  • LocationUnited Kingdom

About me


Since 2006, I’ve crafted ideas, words and visuals in developing campaigns for global brands including Samsung, Häagen Dazs, Coca Cola and General Motors. After six years at creative agencies, freelancing has allowed me to work with niche markets, designing identities for budding new brands while gaining experience in editorial and digital publishing. Projects I've worked on have been awarded at the Cannes Lions and Spikes Asia creative festivals, exhibited at the Fashion Institute of Technology in New York and featured in Vogue, Vanity Fair, i-D and Financial Times, among other publications in Europe, Asia and North America.



  • Advertising
  • Art Direction
  • Design
  • Illustrator
  • Office
  • Photoshop
  • Graphic Design
  • Concept Creation
  • Copywriting Editorial

Work history


Senior Creative


Jun 2015
  • Developing brand identity, online and offline branded assets for startups in lifestyle, beauty, food & beverage, dining and real estate.


Senior Creative & Writer

Miniguide Barcelona

Feb 2012 - Jul 2015
  • Wrote features on Barcelona's art exhibitions and cultural events including World Press Photo, Barcelona Fashion Week, BCN Art 2014, Museu de Cultures del Món and Creative Mornings. Led the re-design of Call Design's global brand identity, developing house style and implementing marketing and branding assets for operations in Asia, Australia, Europe and North America. Created the Façades illustrated series for Passeig de Gràcia Magazine, featured by the Gaudí Casa Batlló Foundation and earned a silver award for illustration at the 2014 Adobo Design Awards. Collaborated with Le Méridien to feature their New Perspective arts and culture events and campaigns across editorial, email and social media channels. Designed the Flutterby, which earned first place at i-D x Alberto Guardiani's Cinderthriller International Design Competition, launched at Milan's 10 Corso Como, exhibited at the Museum at Fashion Institute of Technology in New York, and retailed at Colette Paris and Alberto Guardiani stores. Formed part of the 2015 Adobo Design Awards panel, judging international works across 14 categories in design and creative communication.


Senior Creative


May 2010 - Feb 2012
  • Samsung, Bench Lifestyle + Clothing, Häagen Dazs and Boysen Paints were some of the accounts I handled in this role, overseeing the development of traditional and new media advertising, from briefing to post production. My responsibilities included the preparation and delivery of client presentations, as well as the supervision of junior art directors, copywriters and interns. A project I worked on for Boysen Paints combined advertising, environmental responsibility and public art, garnering the agency a Silver Lion for design at the Cannes Lions International Festival.


Senior Art Director

Mccann Erickson

Sep 2007 - May 2010
  • While such brands as Coca Cola, Bank of the Philippine Islands, Globe Telecom and Royal Tru Orange (Fanta) trained me to work on multi-channel materials within set branding guidelines, I proved my ability to innovate with a campaign for the Benigno Aquino Foundation. The project encompassed the creation and launch of a new youth brand that aimed to revitalise the roots of Philippine democracy. Gaining immense popularity among and beyond its target audience, while profiting highly for its partner charities, the project received multiple awards in art direction, design, integrated media and campaign effectiveness.


Junior Art Director

Leo Burnett

Sep 2006 - Sep 2007
  • My first six months involved the development of print, radio, point-of-sale and outdoor communication for Chevrolet, Philip Morris, Poker Stars and the Makati Medical Center. After this period, I was given the responsibility of art directing for Procter and Gamble’s Rejoice Shampoo, for the Southeast Asian region. The job required a strong understanding of markets across cultures, while the ability to work with creative and production staff in multiple countries.



Fashion Business

London College of Contemporary Arts

Jan 2016 - Mar 2016


    Communication Arts

    Ateneo de Manila University

    May 2002 - Mar 2006
    • BA Communication Arts



    Adobo Design Awards

    • SILVER for Fa


    Cannes Lions International Festival

    Cannes Lions

    • SILVER for KNOxOUT


    Cinderthriller by i-D and Alberto Guardiani

    • 1ST PLACE for Flutterby - International Shoe Design Competition


    Unilab Rave Awards

    • Ceelin


    21st Philippine Advertising Congress Araw Awards

    Philippine Advertising Congress

    • BRONZE for iamninoy - Design, Campaign


    21st Philippine Advertising Congress Araw Awards

    Philippine Advertising Congress

    • BRONZE for iamninoy - Craftsmanship, TV Art Direction


    Creative Guild of the Philippines Kidlat Awards

    • GOLD for iamninoy - Integrated Multi-media Campaign


    21st Philippine Advertising Congress Araw Awards

    Philippine Advertising Congress

    • SILVER for iamninoy - Integrated Campaign


    Tambuli Awards

    • SILVER for iamninoy - Most Effective Teens Brand, Campaign