I believe in the power of ideas. I believe everything is better with an idea than without an idea. No matter how small it might be.

Case in point, the about picture of a website. You played with it for a couple seconds, didn't you? You see it, it gets your attention, you go a little deeper. That’s probably why you’re reading this text. And also why creativity has been applied to business for decades. Because companies pushing their products down people's throats is much more enjoyable if it's done in a creative way vs. a non-creative way. It sells more, it performs better and, not less importantly, it doesn't make people hate your brand as much as non-creative advertising. To be fair, everything is better than non-creative advertising. That's just noise. 

If you need help making your non-creative advertising creative, or even improve your already slightly creative advertising, please reach out.
If you still need more convincing, keep reading.

I’m an international creative leader with 18+ years of experience in the advertising industry. 
Long enough to have spent countless hours in the cutting room putting presentation boards together, but not long enough to not know how TikTok works. Over the years, I’ve worked on and led  global, regional,and local campaigns for some of the world’s biggest brands, both at large network agencies and smaller independent shops.

I work across formats and media, leading and collaborating seamlessly with diverse teams, departments, clients, artists and providers, striving for a clear vision throughout. This means I develop 360-degree campaigns and everything in between, from concept to through-the-funnel deliverables, from start to finish, delivering excellence in every step.

I’m both concept-driven and craft-obsessed, which I owe to my design and art direction background. Sir John Hegarty put it better when he said: “Advertising is 80% idea and 80% execution”.

I’ve spent the last 7 years helping Innocean Berlin grow from a small agency of under 10 people to an estabslihed shop with over 80 people, including a 40+ people creative department. 
There, I’ve helped expand the client portfolio and scope, deepen existing relationships, and turn the agency into a creative powerhouse, making it one of the most awarded agencies in Germany.
Before Innocean, I spent 3 years at DDB Germany, and before that, I worked in Spain and my home turf, Portugal. But hey, CVs exist for a reason and you can check mine here.

I have won more than 100 awards and recognitions, including metal at all major advertising shows, like Cannes Lions, D&AD, One Show and Clio. Apart from LIA. I've never won at LIA. Fuckers. But hey, who cares about awards, amirite?

I am fluent in 3 languages (English, Spanish and Portuguese), pretty decent in German and can mumble in a few others (French, Italian, Serbo-Croatian, Catalan). But above all, I speak idea. 

Why does all this matter to you? Fair enough.

Since September 2025, I'm working as an independent creative director and art director, which means you can hire me to come up with ideas, art direct your campaigns, level up your brand game, or lead creative teams on local, regional or global projects, pitches and everywhere in between.

Need a copywriter too? Even better:
I'm half of Pedro & José, a tight knit creative team working together for over 10 years, with experience across multiple industries, from automotive to finance, banking, FMCG, food, sports tech, etc.

Creative Director & Art Director
Freelance
since September 2025

Creative Director 
Innocean Berlin
March 2021 - July 2025

Associate Creative Director 
Innocean Berlin
March 2020 - February 2021}

Creative Lead & Senior Art Director
Innocean Berlin
August 2018 - February 2020

Senior Creative & Art Director
DDB Berlin
April 2015 - June 2018

Senior Creative & Art Director
Proximity BBDO Spain
February 2014 - April 2015

Senior Creative & Art Director
Freelance
June 2013 - January 2014

Senior Creative & Art Director 
BAR Ogilvy
November 2012 - May 2013

Senior Creative & Art Director 
Ogilvy Spain
October 2011 - November 2012

Creative Intern
Jung von Matt /Alster
June 2011 - October 2011

Creative & Art Director
Ogilvy Spain
August 2010 - May 2011

Junior Creative & Art Director
Strat Portugal
November 2008 - August 2010

Junior Creative & Art Director
Lowe Lisboa
November 2006 - October 2008

Creative Intern
McCann-Erickson & JWT Lisboa
January 2006 - October 2006

Creativity Editor's Pick x3
 
Poster House Museum New York
Part of the permanent collection 

Lurzer's Archive
#3 Art Director in Germany (last 10 years)
3x Print of the Week
25x in Book
4x 200 Best Digital Artists
Top 10 Print Ads 2016 

Best Ads on TV
11x Best of the Week
#1 Art Director in Germany (all time)

Vimeo Staff Pick
Featured on Contagious Magazine
Featured on Behance 
Featured on Communication Arts
Featured on Creative Review 
Featured on FWA
Featured on Shots
Featured on Little Black Book
Awwwards Top 100 Fonts 2014
Font of the Day - Creative Bloq
Font of the Day - Design Beep 

© 2025 José Filipe Gomes. All rights reserved.

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