Senior creative director and visual producer with 15+ years of experience in brand identity, creative strategy, art direction, and visual storytelling for premium and luxury brands. I translate business objectives into high-impact creative systems that strengthen brand perception, improve engagement, and support commercial results. Hands-on leader across concept development, campaign management, cross-functional collaboration, and content production—plus AI-supported creative workflows. I also build platform and application prototypes where AI becomes the structural base of the creative process.

JOSE FELIX LASSO CABALLERO

Senior creative director and visual producer with 15+ years of experience in brand identity, creative strategy, art direction, and visual storytelling for premium and luxury brands. I translate business objectives into high-impact creative systems that strengthen brand perception, improve engagement, and support commercial results. Hands-on leader across concept development, campaign management, cross-functional collaboration, and content production—plus AI-supported creative workflows. I also build platform and application prototypes where AI becomes the structural base of the creative process.

Available to hire

Senior creative director and visual producer with 15+ years of experience in brand identity, creative strategy, art direction, and visual storytelling for premium and luxury brands. I translate business objectives into high-impact creative systems that strengthen brand perception, improve engagement, and support commercial results.

Hands-on leader across concept development, campaign management, cross-functional collaboration, and content production—plus AI-supported creative workflows. I also build platform and application prototypes where AI becomes the structural base of the creative process.

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Language

English
Fluent
Spanish; Castilian
Fluent
German
Beginner
Italian
Advanced

Work Experience

Visual Producer / Video Maker at Libera Arti e Mestiere Sociali Cooperativa
January 1, 2026 - Present
Lead creative direction and develop the main concept for cultural and social-impact projects with a senior, clear, results-oriented approach. Coordinate cinematography, editing, and post-production to ensure consistent, high-quality output. Collaborate with marketing and social media teams to turn creative ideas into final cohesive content. Delivered an introductory digital photography course for children (ages 13–16) across 5–6 sessions of 2 hours each, ending with an exhibition. Created photo reportages for the Rifiorire Insieme event and produced photographic material for social media and other communication channels.
Visual Producer / Video Maker at Libera Artie Mestieri Sociali Cooperativa
January 1, 2026 - Present
Lead creative direction and develop main concepts for cultural and social-impact projects with a senior, clear, results-oriented approach. Coordinate cinematography, editing, and post-production to ensure a consistent, high-quality output. Collaborate with marketing and social media teams to turn creative ideas into cohesive final content. Delivered an introductory digital photography course for children (5–6 sessions of ~2 hours each) culminating in an exhibition of selected work. Created photo reportages for the Rifiorire Insieme event and produced photographic and social media assets for multiple communication channels.
Art Director at Almacenes Juan Eljuri
June 1, 2024 - June 1, 2024
Direzione artistica, fotografia, graphic design per diversi brand del gruppo, Alhambra Shopping Mall Content Creator, luxury brands come Plaza Vendome, Terrua Wine Lounge, Unity Stores.
Art Director at Almacenes Juan Eljuri
September 1, 2020 - June 30, 2024
Directed art direction and concept development for at least 12 major campaigns per year plus 24 additional activations (sales, giveaways, special mall activities) for Alhambra Shopping Mall. Developed extra brand campaigns with weekly photo production, creative direction, production support, and post-production—ensuring quality, consistency, and speed. Managed creative output across Facebook Ads, Google Ads, Reels, YouTube, Instagram, stationery, photography, promotions, display materials, and POP; adapted assets to mall touchpoints with a unified vision. Supported the post-COVID evolution of social content into digital/social-first formats with commercial awareness. Coordinated cross-functional work with internal teams and external vendors across multiple locations/brands while maintaining operational order and brand consistency.
Art Director at Almacenes Juan Eljuri / Alhambra Shopping Mall / (Plaza Vendome)
September 1, 2020 - June 30, 2024
Directed art direction and concept development for at least 12 major campaigns per year plus 24 additional activations for Alhambra Shopping Mall. Developed an extra campaign for each brand in the mall, including weekly photo production, creative direction, production support, and post-production—ensuring quality, consistency, and speed. Managed creative output across Facebook Ads, Google Ads, Reels, YouTube, Instagram, stationery, photography, promotions, display materials, and POP, adapting assets to touchpoints. Contributed to the post-COVID shift toward digital and social-first formats. Coordinated campaign management and cross-functional collaboration with internal teams and external vendors across multiple locations/teams, maintaining operational order and brand consistency.
Freelance Creative Director / Visual Producer at Milan
January 1, 2020 - Present
Deliver end-to-end creative production for premium clients across branding, photography, video, and digital content. Develop visual storytelling systems aligned with brand strategy and commercial goals. (Parallel freelance work taken in evenings/weekends alongside full-time roles.)

Education

Bachelor of Commerce and Management Sciences (Computer Sciences) at Academia Naval “Almirante Illingworth”
January 11, 2030 - August 15, 2025
Secondary Education at Academia Naval “Almirante Illingworth”
January 11, 2030 - August 15, 2025
Primary Education at Academia Naval “Almirante Illingworth”
January 11, 2030 - August 15, 2025
Laurea in Commercio e Scienze della Gestione Informatica at Accademia Navale "Almirante Illingworth"
January 11, 2030 - January 5, 2026
Istruzione Secondaria at Accademia Navale "Almirante Illingworth"
January 11, 2030 - January 5, 2026
Istruzione Primaria at Accademia Navale "Almirante Illingworth"
January 11, 2030 - January 5, 2026
Laurea in Commercio e Scienze della Gestione Informatica at Accademia Navale 'Almirante Illingworth'
January 11, 2030 - January 5, 2026
Secondary Education at Accademia Navale 'Almirante Illingworth'
January 11, 2030 - January 5, 2026
Technologist in Infographics at IGAD
January 11, 2030 - August 28, 2026
Secondary Education at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026
Commerce and Information Management Sciences at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026
Primary Education at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026
Graphic Designer — IGAD at IGAD Technologist in Infographics
January 11, 2030 - August 28, 2026
Secondary Education at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026
Commerce and Information Management Sciences at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026
Primary Education at Almirante Illingworth Naval Academy
January 11, 2030 - August 28, 2026

Qualifications

Digital Photo Retouching
January 11, 2030 - August 15, 2025
Digital Video Editing and Animation
January 11, 2030 - August 15, 2025
Graphic Design and Advertising
January 11, 2030 - August 15, 2025
Google AI Professional Certificate
January 11, 2030 - August 28, 2026
Google AI Essentials
January 11, 2030 - August 28, 2026
Google AI for Content Creation
January 11, 2030 - August 28, 2026
Introduction to AI
January 11, 2030 - August 28, 2026
AI for Writing and Communicating
January 11, 2030 - August 28, 2026
Discover the Art of Prompting
January 11, 2030 - August 28, 2026
AI for Research and Insights
January 11, 2030 - August 28, 2026
AI for Brainstorming and Planning
January 11, 2030 - August 28, 2026
Maximize Productivity With AI Tools
January 11, 2030 - August 28, 2026
AI for Data Analysis
January 11, 2030 - August 28, 2026
Stay Ahead of the AI Curve
January 11, 2030 - August 28, 2026
Use AI Responsibly
January 11, 2030 - August 28, 2026
Claude Competence in AI: Framework and Fundamentals
January 11, 2030 - August 28, 2026
Claude 101
January 11, 2030 - August 28, 2026
Andén Claude 101
January 11, 2030 - August 28, 2026
Claude Código 101
January 11, 2030 - August 28, 2026
Introduction to the Model Context Protocol
January 11, 2030 - August 28, 2026
Advanced Model Context Protocol Topics
January 11, 2030 - August 28, 2026
AI Literacy for Educators
January 11, 2030 - August 28, 2026
Google AI Professional Certificate
January 11, 2030 - August 28, 2026
Google AI Essentials
January 11, 2030 - August 28, 2026
AI for Content Creation
January 11, 2030 - August 28, 2026
Introduction to AI
January 11, 2030 - August 28, 2026
AI for Writing and Communicating
January 11, 2030 - August 28, 2026
Discover the Art of Prompting
January 11, 2030 - August 28, 2026
AI for Research and Insights
January 11, 2030 - August 28, 2026
AI for Brainstorming and Planning
January 11, 2030 - August 28, 2026
Maximize Productivity With AI Tools
January 11, 2030 - August 28, 2026
AI for Data Analysis
January 11, 2030 - August 28, 2026
Stay Ahead of the AI Curve
January 11, 2030 - August 28, 2026
Use AI Responsibly
January 11, 2030 - August 28, 2026
Claude Competence in AI: Framework and Fundamentals
January 11, 2030 - August 28, 2026
Claude 101
January 11, 2030 - August 28, 2026
Andén Claude 101
January 11, 2030 - August 28, 2026
Claude Código 101
January 11, 2030 - August 28, 2026
Introduction to the Model Context Protocol
January 11, 2030 - August 28, 2026
Advanced Model Context Protocol Topics
January 11, 2030 - August 28, 2026
AI Literacy for Educators
January 11, 2030 - August 28, 2026

Industry Experience

Education, Travel & Hospitality, Retail, Media & Entertainment, Professional Services, Software & Internet, Other