Creative Director with international experience leading digital first creative strategies for D2C and consumer brands, delivering high performing content and campaigns across paid and organic channels.…

Paolo Serafini

Creative Director with international experience leading digital first creative strategies for D2C and consumer brands, delivering high performing content and campaigns across paid and organic channels.…

Available to hire

Creative Director with international experience leading digital first creative strategies for D2C and consumer brands, delivering high performing content and campaigns across paid and organic channels.

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Language

Italian
Fluent
English
Advanced

Work Experience

Creative & Art Director at Freelance
January 1, 2024 - Present
Creative and art direction for marketing projects aligned with each brand’s identity for clients including Diesel, Teddy Group, and i-total. Provided end-to-end consulting and hands-on services in graphic design, digital/social media content and strategy, and product development. Produced advertising campaigns including artistic direction of photo/video shoots.
Communication & Creative Director at Terranova (Teddy Group Spa), Rimini, Italy
August 1, 2024 - August 26, 2025
Led creative team operations and shaped Terranova’s brand vision. Directed a brand refresh and established a consistent voice and storytelling across all touchpoints. > Led the redefinition of visual identity, tone of voice, and emotional narrative, ensuring fresh, modern, and authentic brand storytelling. > Oversaw creative direction for all brand imagery, spearheading 100+ advertising campaigns across online and offline channels. Managed photo/video production and full P&L for strategic and budget. > Developed and executed of digital strategies and content for web and social media. > Provided art direction for corporate projects including graphic design, catalogues, packaging, product, retail displays, events, and brand live experiences. > Directed and mentored a 9+ creative team, while coordinating external partners such as agencies, suppliers and talents.
Creative Director at Equancy, Shanghai, China
November 1, 2017 - August 26, 2025
Led the Shanghai based creative department delivering brand strategies, integrated communication, and cross-media campaigns. Led geo-localization projects and campaigns for Western brands in the APAC market. Managed a team of 7+ including graphic designers, copywriters, and account managers. Key clients included Ferrero, Starbucks, Absolut Vodka, AXA, La Vache Qui Rit, and Martini.
Creative Manager at Kappa Sporting Goods Co., Beijing, China
May 1, 2016 - August 26, 2025
Developed creative concepts and integrated communication strategies across traditional media, digital, and retail. Art directed and oversaw corporate projects including brand books, packaging, window and in-store materials, events, and product. Conceived and executed over 35 photo shoots, advertising campaigns, and editorials. Coordinated multifunctional teams of over 10 members.
Head of Graphic Design at Ltb (Little Big), Istanbul, Turkey
September 1, 2012 - August 26, 2025
Directed the creative and artistic vision of the brand within the communication and marketing department. Led the strategic renewal of key touchpoints across online and offline platforms. Developed and managed integrated communication projects including corporate and promotional initiatives. Conceived and managed advertising campaigns overseeing concept and execution. Managed and led a graphic team of 11+ members.
Art Director at Diesel, Breganze (VI), Italy
January 3, 2005 - October 21, 2010
Art Director for marketing and communication focused on the shopping experience.
Creative & Art Director at Freelance
January 1, 2024 - Present
Collaborated closely with clients to elevate brand positioning and emotional narrative across all touchpoints. Led end-to-end brand identity development, graphic design, digital and social content, and strategic storytelling. Directed advertising campaigns and artistic direction of photo/video shoots.
Communication & Creative Director at Terranova (Teddy Group Spa)
August 1, 2024 - September 17, 2025
Led the creative team operations and shaped Terranova's brand vision. Directed a brand refresh and established a consistent voice and storytelling across all touchpoints. Oversaw creative direction for 100+ advertising campaigns across online and offline channels. Managed photo/video production and full P&L for strategic and budget. Developed and executed digital strategies and content for web and social media. Provided art direction for corporate projects including graphic design, catalogues, packaging, product, retail displays, events, and brand live experiences. Directed and mentored a 9+ creative team, coordinating external partners such as agencies, suppliers and talents.
Creative Director at Equancy
November 1, 2017 - September 17, 2025
Led the Shanghai based creative department in delivering brand strategies, integrated communication, and cross-media campaigns. Led geo-localization projects and campaign for Western brands in the APAC market. Managed a team of 7+ (graphic designers, copywriters, account managers). Key clients: Starbucks, Absolut Vodka, AXA, La Vache Qui Rit, Martini.
Creative Manager at Kappa Sporting Goods Co.
May 1, 2016 - September 17, 2025
Developed creative concepts and integrated communication strategies across traditional media, digital, and retail.
Head of Graphic Design at Ltb (Little Big)
September 1, 2012 - September 17, 2025
Directed the creative and artistic vision of the brand within the communication and marketing department, overseeing the strategic renewal of key touchpoints across both online and offline platforms. Led integrated communication projects; conceived and managed ADV campaigns; managed a graphic team of 11+ members.
Art Director at Diesel
October 1, 2010 - September 17, 2025
Art Director for marketing and communication with a focus on shopping experience. Development of corporate graphic content. Graphic lead for seasonal campaigns (Denim, Christmas) and various retail campaigns. Active participation in the entire creative process for key advertising campaigns. Creation of catalogs, packaging, in-store materials, windows, and promotional items.
Creative & Art Director at Freelance / Self-employed
January 1, 2024 - Present
Providing creative direction and design consulting for marketing and communication projects across digital, social, and product design. End-to-end management of creative strategy, concept, and execution for branding and campaigns; cross-functional collaboration to ensure brand consistency.
Communication & Creative Director at Terranova (Teddy Group Spa)
August 1, 2024 - October 15, 2025
Led Terranova’s creative direction and brand communication through a major brand refresh and unified storytelling across all channels. Directed 100+ campaigns across online, print, and retail; oversaw creative production for photo/video shoots, window and in-store design, events, and product initiatives; built and led a 9+ member creative team; evolved digital strategy for YouTube, Instagram, Facebook, and TikTok.
Creative Director at Equancy
November 1, 2017 - October 15, 2025
Managed the Shanghai creative department of this French strategy and marketing agency, leading branding and communication for global clients. Delivered cross-media campaigns and geo-localized brand strategies for Western clients in the APAC region; oversaw a team of 7+ creatives; key clients included Starbucks, Absolut Vodka, AXA, La Vache Qui Rit, Martini.
Creative Coordinator at Kappa (DongXiang Group)
May 1, 2016 - October 15, 2025
Developed integrated campaigns and visual communication across digital, retail, and traditional media; art direction for brand books, packaging, window materials, events, and corporate content.
Head of Graphic Design at Ltb (Little Big)
September 1, 2012 - October 15, 2025
Directed artistic vision and led a team of 11+ designers; managed integrated communication projects and developed new brand imagery and campaign materials; supervised concept development and final execution for international advertising and retail campaigns.
Art Director at Diesel
October 1, 2010 - October 15, 2025
Art direction for marketing and communication with a focus on retail experience; designed corporate materials, packaging, catalogs, labeling, in-store displays, and promotional items; led graphic development for seasonal campaigns and major international launches.
Art Director at Freelance / Self-employed
September 1, 2024 - Present
Art direction and design consulting for brands and agencies. Key clients: Teddy Group, I-Total, Diesel.
Creative Director at Teddy Group Spa
January 1, 2018 - July 31, 2024
Led the creative direction and brand communication for Terranova, delivering a major rebranding initiative, guiding cross-media strategies, and overseeing 100+ campaigns. Managed a 9+ member creative team and coordinated agencies, vendors, and freelancers; evolved digital content strategy across YouTube, Instagram, Facebook, and TikTok.
Creative Director at Equancy
June 1, 2015 - December 31, 2017
Led branding and cross-media campaigns for Western clients in APAC, including geo-localized brand strategies; led a team of 7+ creatives; key clients: Starbucks, Absolut Vodka, AXA, La Vache Qui Rit, Martini.
Creative Coordinator at DongXiang Group
September 1, 2012 - June 30, 2015
Developed integrated campaigns and cohesive visual storytelling across digital, retail, and traditional media for Kappa and Robe di Kappa.
Head of Graphic Design at Ltb Jeans (CAK Textile)
October 1, 2010 - September 30, 2012
Directed artistic vision and led a team of 11+ designers; managed integrated communication projects and developed new brand imagery and campaign materials; supervised concept development for international campaigns.
Art Director at Diesel
January 1, 2004 - October 31, 2010
Art direction for marketing and communication with a focus on retail; led graphic development for denim, seasonal campaigns and major international launches; designed corporate materials, packaging, catalogs, labeling, in-store displays, and promotional items.
Creative Director at Self-employed / Freelance
September 1, 2024 - Present
Art direction and strategic creative consulting for fashion and lifestyle brands, supporting brand repositioning, campaign development, and definition of visual systems.
Creative Director at Terranova (Teddy Group Spa)
January 1, 2018 - October 1, 2024
Led the creative and narrative direction for all Terranova brand content, including a full brand refresh and over 100 campaigns across digital, social and retail channels. Evolved digital content strategy, growing engagement and website traffic; built and led a multidisciplinary team of 9+ creatives and managed agencies, vendors and freelancers to deliver high-impact, performance-driven campaigns.
Creative Manager at DongXiang Group
September 1, 2012 - June 1, 2015
Worked across Kappa and Robe di Kappa, developing integrated campaigns and cohesive visual storytelling across digital, retail, and traditional media, while directing creative execution of corporate content including brand books, packaging, in-store materials, and social media.
Creative Director at Freelance
September 1, 2024 - Present
Creative direction and strategic art consulting for fashion and lifestyle brands, supporting brand repositioning, campaign development and the definition of visual systems.
Art Director at Freelance
September 1, 2024 - Present
Providing strategic creative direction and hands-on art direction for brands and e-commerce projects, supporting digital growth through cohesive visual systems, content strategy and campaign development across social, performance and brand channels.

Education

Degree & Master: Visual and Industrial Design at Scuola Italiana Design, Padua, Italy
January 1, 1997 - January 1, 2000
Painting Study at Academy of Fine Arts, Venice, Italy
January 1, 1994 - January 1, 1996
Art Diploma at Art School: “A. Martini”, Vicenza, Italy
January 1, 1989 - January 1, 1994
Degree & Master in Visual and Industrial Design at Scuola Italiana Design, Padua, Italy
January 1, 1997 - January 1, 2000
Painting Studies at Academy of Fine Arts, Venice, Italy
January 1, 1994 - January 1, 1996
Art Diploma at Art School: A. Martini, Vicenza, Italy
January 1, 1989 - January 1, 1994
Degree & Master: Visual and Industrial Design at Scuola Italiana Design
January 1, 1997 - January 1, 2000
Painting Study at Academy of Fine Arts
January 1, 1994 - January 1, 1996
Art Diploma at Art School: “A. Martini”
January 1, 1989 - January 1, 1994
Degree & Master in Visual and Industrial Design at Scuola Italiana Design, Padua, Italy
January 1, 1997 - December 31, 2000
Painting Studies at Academy of Fine Arts, Venice, Italy
January 1, 1994 - December 31, 1996
Art Diploma at Art School, A. Martini, Vicenza, Italy
January 1, 1989 - December 31, 1994
First-Level Academic Diploma (Bachelor’s) in Design and Communication at SID (Scuola Italiana Design), Padua, Italy
January 1, 1997 - January 1, 2000
Painting Studies at Academy of Fine Arts, Venice, Italy
January 1, 1994 - January 1, 1996
Art Diploma at High School of Arts, A. Martini, Vicenza, Italy
January 1, 1989 - January 1, 1994
First-Level Academic Diploma (Bachelor’s) in Design and Communication at SID (Scuola Italiana Design), Padua, Italy
January 1, 1997 - January 1, 2000
Painting Studies at Academy of Fine Arts, Venice, Italy
January 1, 1994 - January 1, 1996
Art Diploma at High School of Arts, A. Martini, Vicenza, Italy
January 1, 1989 - January 1, 1994
First-Level Academic Diploma (Bachelor’s) in Design and Communication at SID (Scuola Italiana Design), Padua, Italy
January 1, 1997 - January 1, 2000
Painting Studies at Academy of Fine Arts, Venice, Italy
January 1, 1994 - January 1, 1996
Art Diploma at High School of Arts, A. Martini, Vicenza, Italy
January 1, 1989 - January 1, 1994

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Retail, Media & Entertainment, Professional Services, Manufacturing, Other, Software & Internet
    paper Martini Wechat

    As Creative Director at Equancy, I supervised and designed the strategy, focusing on geolocalized content to make Martini’s rich history and unique consumption rituals relatable to the Asian market.

    paper Diesel Campaign: Sex Sells

    A bold denim campaign for Diesel with the provocative slogan: “Sex sells … unfortunately, we sell jeans.”
    to showcase Diesel’s denim collection.