INDUSTRY:
PRODUCT ADVERTISING AGENCY
CLIENT:
Wella, WeDo, Kadus, Londa
YEAR:
2020
EXPERIENCE:
ART DIRECTION, VISUAL CAMPAIGN EXECUTION
BestMedia
About
In partnership with agency BestMedia, I led creative direction for digital and print campaigns spanning hero visuals, infographics, in-store displays, and social assets for Wella Professional and group brands like WeDo, Kadus or Londa. The goal was to uphold the premium brand aesthetic through campaigns promoting new product launches and loyalist programs, reflecting brand values while elevating user engagement. Working across formats—from banners to brochures—I ensured seamless creative coherence and impactful storytelling.
Challenge
Strict Wella brand guidelines and tight production timelines required flawless execution and rapid coordination across creative teams, production desks, and media partners. Complex information needed to be visually simplified, ensuring clarity across international markets. The evolving campaign strategy demanded flexibility in design output—adapting visuals for new messaging, seasonal shifts, and KPI updates. All while maintaining alignment with multiple stakeholders and working within large-scale agency structures.
Results
Process:
Created modular visual systems in Figma and InDesign, including style guides, asset libraries, and template systems for print and digital workflows. Held design sprints and weekly checkpoints with creative teams to align with evolving campaign themes. Managed asset approvals through feedback loops with Brand leads in Madrid, Paris, and London, integrating changes quickly. Implemented scalable visual frameworks for efficient asset distribution across multiple channels.
Results:
– Assets deployed across platforms on time
– Brand-aligned feedback from Wella & WeDo team
Testimonial
“Efficient and brand-savvy — always delivers on brief.”
Carmen Ros
Key Account
