The challenge with banner work at this scale isn't just design — it's consistency under pressure. Every format, every market, every brand has its own rules, and the job is to make creative that feels intentional and on-brand whether it's a 300×250 or a full-page takeover.
My role across both agencies was to ensure the art direction held up at every size and context — directing the visual language, the hierarchy, the motion logic, and the overall aesthetic across hundreds of individual executions.
Banner work is where creative discipline gets tested. There's no room to hide — every pixel is either working or it isn't.
Building creative systems that could scale across brands as different as Volkswagen and BBVA, while keeping each one visually distinct and true to its identity, is some of the most technically demanding art direction I've done.
Next projects.
(2016-25©)
