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Rafael Hernandez

Art Director

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Work history


Dec 2016
  • London, United Kingdom
  • Full Time
  • My responsibilities include... ● Creative art direction of UK's bestselling high-street fashion brand. ● Taking client briefs and developing concepts for fashion campaigns building brand credibility. ● Creating and developing presentations using mood boards. ● Fully conceiving ideas with sketches and mood boards with lighting, photography, hair & makeup, locations or studios. ● Presenting the ideas to the clients. ● Attending to product selection and model fittings. ● Casting models, adults and children. ● Art directing fashion photo shoots. ● Dealing with productions in the UK and abroad, gathering the best possible creative talent within the budget: photographers, stylists, hair & makeup, set designers or location scouts. ● Reeceing locations. ● Leading a team of creatives to develop art direction and graphic language seasonally across photography, developing multi channel style guides. ● Collaborating with external suppliers, partners and agencies to ensure consistence in quality. ● Overseeing artwork to achieve consistency across platforms/formats: online, in store POS, press and multi channel above and below the line advertising, large format, special events. ● Building and managing a team of in-house designers and freelancers. ● Dealing with repro and making sure the creative work is colour corrected to best possible standards for each channel. ● Adapting the brand vision to an international and global market.