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. ladysanpedro.com whatladylikes.com
Developing brand identity, online and offline branded assets for startups in lifestyle, beauty, food & beverage, dining and real estate.
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.
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.
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.
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.
BA Communication Arts
SILVER for Fa
SILVER for KNOxOUT
1ST PLACE for Flutterby - International Shoe Design Competition
BRONZE for iamninoy - Design, Campaign
BRONZE for iamninoy - Craftsmanship, TV Art Direction
GOLD for iamninoy - Integrated Multi-media Campaign
SILVER for iamninoy - Integrated Campaign
SILVER for iamninoy - Most Effective Teens Brand, Campaign