About
Hugo specializes in pro-grade AI creative work, with 16 years of experience in advertising, working with global icons like Nike, Volkswagen, Audi, Coca-Cola, Hugo Boss, & Vogue. His work has earned awards at major advertising festivals. He's delivered 30+ commercial AI projects & has been exhibited in Milan, Paris, & NYC. A seasoned keynote speaker, he inspired audiences at Digital Fashion Week Paris, Upscale Conf, & Cannes Lions, showcasing the transformative power of AI-driven creativity.
Top Skills
Weighted by years of hands-on experience.
- Art Direction — 14 years33%
- Creative Direction — 12 years29%
- Adobe Premiere Pro — 9 years21%
- AI-generated Video — 4 years10%
- Midjourney — 3 years7%
Also works with
- Artificial Intelligence (AI)
- Kling AI
- Veo 3
Experience
Jan 2023 — Present
AI Designer | Art Director
HumAIn
Delivered AI projects to more than 40 clients, including Hugo Boss, Coca-Cola, Bourjois, Lancaster, Chloé, Polène, Viktor & Rolf, and L'Oréal. Conducted AI masterclasses for ad and marketing professionals at Cannes Lions 24 and 25. Developed tailored AI training workshops for advertising agencies, brands, and Fortune 500 companies. Provided AI consulting for luxury and international brands on best practices for AI-generated photography and video. Exhibited as an AI artist in Milan, Paris, and New York. Served as an AI creative partner at Google, Kling, Higgsfield, Luma, and Arcana.
Jan 2020 — Present
Creative Director | Brand AI Designer
Toptal Clients
Accompanied Toptal team on its launch at Cannes Lions 2024 as an AI designer, teaching daily AI masterclasses for professionals. Leveraged AI in ideation and visual creation to boost processes, deliveries, and results for more than 10 clients in the past two years. Acted as a speaker at the Toptal 2023 Annual Conference on AI for startup design and branding. Worked with 30 Toptal clients between 2020 and 2024. Helped them in branding, web design, no-code dev, pitch deck, communication, and AI design. Served as an NGO creative director in a complete campaign branding project. Developed concepts, UX, and UI for an experiential website and created social media and ad assets. Completed a brand and strategic redesign for an NFT brand that traded $100 million. Created and developed several eCommerce websites on different platforms, such as Shopify, Webflow, and Squarespace, based on research and KPIs for each brand. Developed a fully responsive website for an engineering company, including its creative direction, concept, UX and analytics research, wireframing, design, prototyping, iterations, and developer handoff. Managed multiple interactive high-fidelity prototypes on desktop and mobile to test the user experience before going into the development phase. Conducted research for every design project, including user personas and market and competitor analysis.
Jan 2020 — Present
AI Designer | Art Director
In Crime Content
Designed the 1st artificial intelligence (AI) fashion editorial for the cover of Vogue Portugal's 20th anniversary. Worked for companies of different sizes, from startups to Volkswagen and Zara, and published in magazines like Forbes, Vogue, and Esquire. Managed creative teams that included photographers, videographers, editors, 3D artists, and illustrators.
Jan 2017 — Present
Innovation Teacher | Mentorship
Brother Ad School
Educated others through creative innovation. According to the Cannes Lions Festival, we were School of the Year in 2021 and 2023. Taught creative AI uses that led to creating an entire AI course in the school. Developed with the students different NTF projects from concept to final execution. Worked on the conception of Metaverse future jobs to explore investment opportunities. Created lessons to explain Web 3.0, Metaverse, and NFT's concept for non-tech dummies.
Jan 2023 — Jan 2024
Versatile Designer
SentinelOne, Inc.
Assisted in establishing a major rebranding by designing both macro and micro elements. Worked within a complex design system to create new landing pages in an ultra-fast environment. Elevated the brand imagery by designing new concepts for events.
Jan 2023 — Jan 2024
Web Designer
HealthShield Canada Inc.
Conducted market, competitor, and user persona research for better positioning as a brand for a medical equipment distributor shop. Developed a new look and feel for the brand, giving them a modern design approach to the healthcare industry. Reviewed and enhanced UX of the site with the new content requirements. Developed corporate website and eCommerce in no code tool WiX. Provided a complete video documentation kit for easy web maintenanc
Jan 2023 — Dec 2023
Web Designer
Patton & Associates, LLC
Leveraged AI tools for a fast, deep target and market research for better positioning. Used AI design software for fast design iterations before moving to a final design. Designed an interactive prototype before developing it in no-code tools. Built a complete website using Webflow CMS for easy client updates. Analyzed past UX to make major improvements and a clear website structure. Designed low and high-fidelity wireframes
Jan 2023 — Jul 2023
Web Designer | No-code Developer
Velvet Pill LLC
Designed a fully clickable prototype in Figma to showcase agency capabilities and portfolio. Developed a website in Webflow under CMS for easy client edit. Added custom come to implement advanced features not native on Webflow.
Jan 2023 — Jan 2023
Brand Designer | Web Designer | No-code Developer
StudioSparky
Designed new features for the website with an interactive experience for users. Reviewed the UX for better implementation of the new features. Created a user flow to advance future needs, like adding new interactive experiences.
Jan 2023 — Jan 2023
Brand Designer | Web Designer | No-code Developer
Nikolaos Michalakis
Provided a strategy based on the market, competitors, and user research. Designed a logo and full branding, including colors, typographies, visual image, and social media. Combined hand illustrations with AI to boost speed delivery and lower costs. Designed a complete website on Figma and provided an interactive prototype for testing. Developed the website in Webflow and provided support for easy editing. Conducted in-depth tests to ensure the website was correctly functioning in different browsers and screen sizes.
Jan 2023 — Jan 2023
Product Designer
Isamar Hansen
Built a product strategy to position the fitness app as unique in the current market. Utilized AI tools to boost and enhance delivery speed. Designed pitch deck content and strategy for investment opportunities. Conducted competitor and user persona research for a perfect market fit. Designed a small brand book that consisted of logos, colors, typographies, and visual styles. Established a small UI kit for further app development. Built an interactive prototype for testing with potential investors.
Jan 2023 — Jan 2023
Brand Designer | Web Designer | No-code Developer
Yb LLC
Built an interactive prototype on Figma to test the portfolio potential with stakeholders. Developed the full website in Webflow for easy updates through the CMS. Utilized AI tools to create unique visuals related to the approved strategy. Conducted competitor and user persona research to correctly position the UX designer to stand out among other freelancers. Set a strategy to focus on the portfolio and client communication. Used AI tools to boost the delivery time on a tight budge
Jan 2022 — Jan 2023
Brand Designer | Web Designer | No-code Developer
Mass of the Ages Society Limited
Worked on the brand redesign, polishing the typography, colors, and visual system. Developed unique illustrations with artificial intelligence. Designed and built the NGO website in Webflow, including a donation form, eCommerce platform, and training courses. Assured the proper use of the CMS for easy content editing from the client's side. Reviewed the client's wireframes and implemented improvements based on the website goals. Conducted research on competitors and user personas to ensure the client's goals were on the right track.
Jan 2022 — Jan 2022
Brand Designer | Web Designer | No-code Developer
ClimateWells, Inc.
Designed a complete brand book, including logo, photo style, typographies, colors, communication templates, and website. Built a CMS website, which transmits the essence of the startup, brings value to potential customers, and explains its mission and vision. Conducted in-depth market, competitors, and user personas research before going into the thinking and design phases, which helped me understand all the possibilities to build a unique brand. Created an interactive hi-fi prototype to test the user experience before going into website development.
Jan 2022 — Dec 2022
Creative Director | Brand and Web3 Designer
Blockchain Media Pty Ltd
Used AI tools to save the client's precious time and money. Designed a new logotype for the NFT collection that could reach a new audience and expand their current products. Helped create a coherent brand image for every communication channel, from the website to social media posts. Developed a complete brand book explaining how to use the new logo and brand image suitable for any designer. Prepared ready-to-use Canva templates for the client.
Jan 2022 — Jan 2022
Brand Designer
Camel Riding Sports LLC
Designed the brand book for a betting aggregator startup, including the logo, visual style, typographies, color scheme, and social media templates. Made all final illustrations for the approved visual style. Helped conceptualize how branding elements should apply to the app and web design. Worked with a multidisciplinary team based in different parts of the world, meeting deadlines and keeping work organized.
Jan 2022 — Jan 2022
Brand Designer | Web Designer
Athletics Anonymous LLC
Contributed to the conceptualization of the branding strategy for the startup. Designed the complete branding, including the logo design, typographies, color scheme, photo style, and social media templates. Handled the website design for the startup based on objectives. Helped them gain the first client to get the company running. Built an interactive hi-fi prototype to test the user experience before handing the design to the developer team.
Jan 2018 — Jan 2020
Creative Art Director
DDB Tandem
Worked in several awarded campaigns for Volkswagen, including TVC, digital and social media actions. Oversaw the preservation of Volkswagen's new brand and UI design standards in Spain. Led the art direction for the team sent to London to work on the international Volkswagen pitch. The team was responsible for the original idea that kept the account for DDB in Europe.
Jan 2014 — Jan 2018
Creative Director | UI Designer
DoubleYou
Designed a multi-award-winning interactive experience for Audi. Increased the number of Futbol Club (FC) Barcelona web subscribers by 416% in a single digital campaign. Created the winning pitch to design the eCommerce platform for a US animal food brand. Led the digital art direction and creative team to win the Olympus account. Designed a set of augmented reality (AR) games for children about the water cycle in the city of Barcelona. Co-led a team of seven designers and five copywriters. Mentored and hired new talent for the agency.
Jan 2012 — Jan 2014
Digital Art Director
TBWA
Designed an award-winning app for new parents that increased sales of a diaper brand by 13%. Won the Bodegas Torres account by designing a social and digital experience that brings elders and young people together. Developed a social change campaign with an internationally awarded TV commercial. Designed new brand guidelines for Fira de Barcelona, the largest trade show and congress organization in the city.
Feb 2010 — Jan 2012
Art Director
Atletico International
Designed new layouts for the whole range of print brochures for SEAT, the popular automobile brand based in Spain. Ensured the correct application of SEAT's digital brand guidelines. Provided art direction for two automobile photoshoots and supervised the final deliverables.
Jan 2009 — Jan 2010
Digital Art Director
Wysiwyg
Designed all the iconography for the new BBVA website and numerous functionality modules. Revised and improved Vodafone's digital guidelines in Spain. Designed engaging digital landing pages for Burger King, Vodafone, and Levi's.
Education
Master's Degree in Business Administration
The Power Business School - Madrid, Spain
2021 - 2022
Master's Degree in Creative Art Direction
Zink Project - Madrid, Spain
2009 - 2010
Bachelor's Degree in Advertising and Public Relations
Universitat Jaume I - Castellón, Spain
2004 - 2009
Certifications
Business Expert
ThePowerMBA
May 2021
User Experience Design Essentials – Adobe XD UI UX Design
Udemy
Feb 2020
User Experience (UX): The Ultimate Guide to Usability and UX
Udemy
Feb 2020
DESIGN RULES: Principles + Practices for Great UI Design
Udemy
Feb 2020
C1 Advanced English
Escuela Oficial de Idiomas (EOI)
Dec 2007
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