I’m Iván Soto, a Brand & Creative specialist with experience in global agencies such as Monks and VML, where I worked with international brands including Netflix, FIFA+, Nike, Arcor and NEOM.
 

My background began in content creation and creative direction, developing campaigns, visual narratives and branded assets for both mass and premium audiences. Over time, my work evolved into a broader strategic approach, combining brand building, creative systems, performance metrics and funnel design to transform ideas into measurable results.
 

Today, my practice is strongly connected to the use of artificial intelligence as a creative and strategic tool. I use AI to accelerate visual exploration, develop concept territories, build campaign narratives, prototype brand worlds and enhance the creative direction process from the first idea to final execution.
 

I currently develop integrated projects across branding, content strategy, creative direction and AI-driven visual development for premium architecture, real estate, lifestyle and cultural brands, including clients such as Leone Loray and Real. My focus is on creating brand systems that feel visually distinctive, strategically clear and commercially effective.