Everything is
branded content
and the world
is crazy.
They want to become brands the world finds attractive. They strive to be a competitive product on the market. People try to become brands,
and brandsBrands, on the other hand, aim to become more human. They spend huge resources on being people others love. try to become people.
All of them, people and brands,
want the same thing: to be chosen, consumed, loved. Whoever entertains and moves us the most wins.
Hi,
I’m a creative director based in Barcelona and I studied Philosophy at the Sorbonne. I suppose everyone has their own way of understanding the world. Mine has always been through concepts.
That way of looking at things has led me to create strategic territories and conceptual umbrellas for Spanish and international brands: ideas that can grow into whole worlds, where content can live, evolve and play.
And that’s where my second passion comes in: thinking about content.
Honestly, I find it incredibly fun. Even a little addictive.
AlbaKent.TM
Clients
Clients I’ve worked for as a creative director or as a freelance collaborator.
New Business
I’ve led and worked on a lot of pitches. These are some of the brands we won:
- Campari
- Cofidis
- Level Global
- Schär
- Seat Mii
- Naturgy
Agencies
Agencies I’ve worked with or for.
- Ogilvy Barcelona
- HerraizSoto (now SumaSoto)
- Tiempo BBDO
- BUM
- Carlitos y Patricia
- &Rosas
Courses
Author and teacher of these
courses on creativity.
01.
Brands that
matter
How to build a transmedia narrative that moves people.
We’re not the same person in front of the TV, on Instagram, Twitter, Tinder or TikTok. In Bauman’s liquid world, we have become liquid consumers. And yet, in this transmedia ecosystem, brands still need to create messages that are unique, recognisable and that reach people’s emotions. The challenge isn’t easy: how do you build a solid message for a liquid audience?
02.
Brand
activism
Co-authored with Gabriel García de Oro.
Brand activism or active posing? Purpose is in fashion. Today, few brands don’t champion a cause. We see car makers urging us to leave the car at home, or clothing brands telling us “don’t buy more clothes”. But how much of this story is true? How do we tell activism from active posing? Purpose-driven from purpose-washing? And what role do we play in all this? Are we doing consumer activism, or are we becoming consumers of activism?
03.
Super minds
The superpowers of creativity.
Why can some people see what others can’t? Find unlikely connections, question the obvious or turn problems into opportunities? In this course we use the superpowers of superheroines and superheroes as an excuse to explore different ways of thinking. Because creativity isn’t a single talent. It’s a combination of skills that can be trained. From observation to intuition, through lateral thinking or the ability to see the world in negative.
04.
Creative and
metacreative writing
The blank page as a playground.
Writing can be a way of putting ideas in order. But also of messing them up.
In this course we use writing as a tool for creative exploration. Through practical exercises, observation techniques and free-association games, we learn to generate ideas, unblock creative processes and discover new ways of looking at the world.
Because sometimes the best way to find an idea is to start writing without knowing exactly where you’re going.
何が必要で何が必要か ( The useless is necessary )
あなたはすべてを理解する必要はありません ( You don’t need to understand everything )
人生には意味がある ( Life means what it means )
Creative Director
Barcelona based
AlbaKent.TMcom
Specialised in branded content, I help brands grow through digital channels, communication platforms and 360 campaigns. Above all, I create the umbrella concept that brings the whole transmedia proposal together.
