Irene Dotti Luna
I’m Irene Dotti Luna, an Art Director & Creative Strategist who defines brands’ creative positioning, personality, tone of voice, and visual systems.
About
I’m Irene Dotti Luna, an Art Director & Creative Strategist who defines brands’ creative positioning, personality, tone of voice, and visual systems. I build human, engaging B2B communication—especially through storytelling platforms like “What’s going on with John?”—bringing strategy and design together across campaigns, social media, editorial work, and audiovisual content.
My work spans concept development, scripting, art direction, and end-to-end production, coordinating internal teams, actors, collaborators, and external suppliers to deliver polished creative outcomes. Alongside brand leadership at startups and natural pet food projects, I’ve also developed independent editorial and illustration work—creating original books and campaign systems—and I refine creative assets using performance indicators such as engagement, retention, CTR, and conversion.
- 7 years' experience
- Joined October 2026
Skills· 15
Languages
- Spanish; CastilianFluent
- Catalan; ValencianAdvanced
- EnglishAdvanced
Industry experience
- Media & Entertainment
- Education
- Professional Services
- Consumer Goods
Work experience· 8 roles
Defined creative positioning, brand personality, tone of voice, and visual system. Created and directed “What’s going on with John?”—a platform to humanise B2B communication across campaigns, social media, and audiovisual content. Led creative production and coordinated internal teams, actors, collaborators, and external suppliers from concept development and scripting through filming and final delivery. Provided cross-functional creative leadership across design and community management, refined assets using performance indicators (engagement, retention, CTR, conversion), and directed audiovisual productions.
Defined brand creative strategy and personality, aligning tone of voice and narrative across web, campaigns, and social media. Led cross-functional creative delivery spanning design and community management, coordination of concepts, content, and scripts, and direction of shoots and audiovisual productions with external collaborators. Refined creative assets using audience behavior and performance indicators such as engagement, retention, CTR, and conversion.
Developed and delivered an independent editorial project (Victoria), overseeing creative direction from concept through publication design and storytelling execution.
Education· 6
Certifications and awards
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