Bio 
 `I write things. 

I sell: names, verbs, sentences and a variety of tales. I also come up with specific words to define certain things. Things there isn't 
a word for, or things that need one with a better fit. 

Certain things, beings or feelings don't need words though, only an image —moving or still— or the space in between. This in between is really my thing: connecting ideas, words and images that already 'are', so they become 
something else. 

I do it for brands, agencies and cultural projects. Mainly for money but, sometimes, I just do it for myself. 
Education
2007 - 2012

Media studies, Film & TV production
Ramon Llull University, 
Facultat de Comunicació Blanquerna
Employment
2025 – 2026: Casa Bien. (Branding & Design)
Head of Narrative & Storytelling. 

  • Integrating storytelling into branding & design processes.

  • Leading the studio's Verbal identity, Naming & Copywriting services.

2022 – 2025; Freelancer
Creative Director & Copywriter

  • Developing creative concepts and storytelling for integrated campaigns. 

  • Helping brands define their tone of voice & creating high-end multimedia content from concept to delivery.

2021 – 2022; Hemper (Fashion)
Content & Brand Director. 

  • Defining the brand's annual content strategy & monitoring its implementation. 

  • Leading internal & external teams to deliver high-end multimedia content from concept to final delivery. 

  • Ensuring creative consistency across all outputs & mentoring younger creatives on the team.

2018 – 2021; Ascential Plc (Cannes Lions, WGSN)
Creative Lead. 

  • Leading internal and external teams to develop multimedia content from concept to final delivery. 

  • Ensuring creative consistency across all outputs.

2012 – 2018; Palosanto Studio (Film production)
Founder & Creative director.


  • Leading production and creative teams on film projects of different nature. 


Capabilities
Tech:
Adobe Suite / Figma / Gpt & Claude 

Fields:
Advertising / Marketing / Film & TV /Photography / Editorial 

Languages:
Spanish, Catalan, English (native).


Additional info
As a film director:

’Murmures’ 
Documentary (2023).

As a writer/photographer:
‘Me río de los nervios’ 
Poetry & Photography (2022).

Currently co-running Negra Mosca: 
a community photography & 
visual arts centre in Barcelona.
JORDI MARTÍNEZ
Creative Direction and CopywritingContact me
LIONS
Brand film
2020 Creative Direction
FIlm direction
Copywriting
In 2020, the company behind Cannes Lions underwent a rebrand to reflect its growth beyond the 7-day festival. I wrote and directed the film that launched the new LIONS brand to the world — a multi-layered 
narrative in which ads and campaigns — some iconic, some overlooked — speak to each other and to those who made them, creating a time-bending 
meditation on creativity and its power to push culture forward.

Watch film
Novameat
Rebrand
2025
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Verbal Identity
Copywriting Verbal identity for Novameat, a plant-based protein brand that goes far beyond the supermarket shelf. Real change happens behind the scenes, and Novameat’s protein cuts are designed to unlock creativity in professional kitchens. No buts: fewer (and natural) ingredients, more nutrients and greater flexibility to create.  We created a brand with a distinct voice, ready to shift the conversation towards a future in which plant-based protein also means healthy and tasty, without compromise. The brand uses The Journal, a new editorial platform, as its main narrative tool – a carefully curated archive documenting the journey towards a new culinary tradition.
Coloro
Brand Awareness
2019-2022
Concept
Storytelling
Creative DirectionWGSN and Coloro join forces twice a year to launch the 5 Key Colours for each season. As a creative lead for their internal agency, I was in charge of conceptualising and leading 
the creative direction for each campaign, creating fully immersive universes for each colour and telling stories that resonated with their core audience and showcased the value of Coloro’s innovative color system. 
The (BEEMINE) Lab
Brand Awareness
2023

Concept
Creative Direction
Copywriting    The(BEEMINE)Lab is Spain’s only laboratory specialised in developing cannabis-based products under the highest standards of quality and sustainability. In April 2023, the brand approached me to develop an OOH campaign that would help position it as a trusted voice within the smartcare sector. 

We chose to address the widespread misinformation surrounding CBD products in a way that would resonate with our community: by turning the spotlight on our own biases. Adopting a sarcastic and satirical tone, 
the campaign relied on double meanings and the use of asterisks—a direct reference to Spain’s confusing regulatory landscape and the legal ambiguities
 surrounding CBD.
Murmures
Documentary film
2023
Film Director
Executive producer Murmures examines the relationship between people and the places they inhabit. It portrays a building through the stories of its neighbours while exploring how the intersection of art and community can become a powerful tool for reclaiming public space. Architect and muralist María Orovio spends a month living and working alongside the 24 residents of the nursing home at 42 Enclos Rey, a narrow street in Nîmes' Gambetta-Richelieu district. Together, they fill with colour more than 800 m² of its iconic façade.

Watch trailer
Urbidermis Eden
Product launch
2025

Concept
Storytelling      Concept and storytelling for the launch of Urbidermis’ new line of modular planters and flower beds – The Eden system. The campaign explores the city as a living organism that morphs and adapts to the many different rythms, speeds and needs that live within it. 

The architect and landscaper Beatriz Borque lended her voice to the story, reflecting on the urgent need to re-think urban vegetation in order to bring back the balance between utility, community and biodiversity.
Hemper Regenerative Catalog
Brand awareness
2021

Creative Direction
Photography
     Christmas season is a synonym for mindless overconsumption and waste, with brands fiercely fighting for every nanosecond of consumer attention. In 2021, 
in order to shine a light on the issue, Hemper Handmade joined forces with other local brands and projects to create the first Regenerative Gift Catalog, 
a carefully curated digital catalog where consumers could find gift ideas 
that go beyond sustainability to create positive impact on a social, cultural 
or environmental level.
Urbidermis ACV
Sustainability & transparency
2025

Messaging
Storytelling
  Sometimes, looking back is the only way to move forward.

Urbidermis has published the Life Cycle Assessment (LCA) of its entire product range: a document that measures the environmental impact of each piece, from raw material sourcing to arrival at the warehouse.
The narrative built around the launch focuses on the empty space left by a footprint, filling it with information to give that trace new meaning. What was once a burden becomes a direction.
‘Quietud’ Anna Andreu 
Music Video
2023

Film director
 Quietud unfolds within a universe where pain and beauty exist in delicate balance. 
The film reflects on the creative process as a series of small, often invisible victories that, like a quivering branch, tremble on the verge of collapse.

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