Brand Experience Creative Director

Lorenzo Bennassar
Ver en español • Mudar para portugues
(Download a conventional PDF resume)
You can watch my TEDx talk with english subtitles here

All brands have a “why”, a purpose that dictates the direction they’re heading. My job is to find the most attractive way to communicate it to the world.

In August 2019, I joined Lilium as Creative Brand Design Lead, working with multidisciplinary creative teams to make Lilium the leading brand of a new sector, electric Vertical Take-Off and Landing (eVTOL). First-of-its-kind, the Lilium Jet is a revolution in sustainable, high-speed regional air mobility.

Lilium portrait

After a few years in some of the best advertising agencies around the world, I started a multidisciplinary career as a brand experience creative director. Working directly for brands, startups, events and other creative companies, architects, scenario designers, a creative pastry chef, a flamenco singer, and even a bullfighter. During this time I have directed teams of up to 60 people in Europe, the United States, South America, and the Middle East.

Inmersive 4D mapping in Doha, Qatar. - Concept, design and creative direction for the International presentation of the Katara Plaza project. A 750 m2 4D inmersive mapping projection (104 meters long by 7 meters high) with twelve projectors of 20,000 lux each and 7.1 surround sound. (more details here)

From 2014 to 2018 I was Consultant Creative Director for Boutique-Homes.com, a California based online hospitality startup; Acciona Cultural Engineering, a multinational dedicated to design and create museums, exhibitions and events; and Loggistica, a crowdsource logistics startup.

Advertising campaign for Oleoestepa Extra Virgin Olive Oil. - Creativity and art direction for the launch of one of the world's most awarded Extra Virgin Olive Oils produced by a local coop in the south of Spain. (more details here)

From 2012 to 2014 I spent half my time between Europe and Brazil, working as creative director at The Heart Corporation, a creative boutique in São Paulo. Notable work at The Heart Corporation included the Brazilian relaunch of Playboy magazine and KFC, and campaigns for Johnson and Johnson. A creative highlight for that client was the "Seu carinho pode salvar vidas" film which had more than 3.5 million views in just 1 month, still their most popular video on YouTube ever, worldwide.

YouTube's Johnson&Johnson "Care Inspires Care". - Creativity and art direction for a campaign to anticipate blood donation shortage prior to the FIFA World Cup. This video became J&J most popular YouTube worldwide video ever, with almost 3.5 million views in just 1 month. (more details here)

Playboy Brasil
Playboy Brasil
KFC Brasil
Havaianas World Brand Book

  • Playboy,

  • 2012-2014

  • São Paulo, Brasil.

Top - The "man was born to be free" Playboy relaunch campaign surpassed all the records of the brand's Facebook in Brasil and even got a letter from the US Marines requesting its withdrawal.
Bottom left. - The relaunch of KFC en Brasil included the creativity and total redesign of their website, the uniforms, the packaging or even their "menuboards" who have now become a worldwide trend reference for the brand.
Bottom right. -Creativity and design of the worldwide brandbook for Havaianas, one of Brasil's most wellknown brands.

In 2012 I joined Touch Branding, also in São Paulo, as executive creative director in charge of the World Brand Book for Havaianas, a brand with a 94% penetration in Brasil (no religion today has such influence).

In 2010, 2011, 2015, 2016 and 2017 I've been nominated candidate for the Spanish National Design Award, the highest achievable recognition to design and art direction in Spain.

In 2010 I creative-directed the successful online and offline election campaign for the present mayor of Seville, Juan Ignacio Zoido.

In 2009, I founded the first Research and Development Department in a spanish agency, to look for new ways to help brand building and communication via social networks and other online tools.

From 2006 to 2009, as co-founder and chief creative officer of Andalucía Lab Com, I led the brand communication of the Andalusian Information Society Plan, the biggest online social project yet to be funded by the European Economic Community. And my greatest learning master about human behavior online.

From 1998 to 2006 I worked as art director and multidisciplinary creative in advertising, design, motion graphics, ephemeral architecture, brand strategy, and so on.

Between 1995 and 1998 I was creative director at Saatchi&Saatchi Madrid and Barcelona, Dentsu Madrid and McCann Erickson Madrid. And from 1993 to 1995 I was creative director at DDB in Chile.

In 1992 I travelled to Milan, to work in Ogilvy's european network, teaming with Christian Reuilly in Paris and Lluís Bassat in Barcelona.

From 1989 until 1992 I worked as art director in Ogilvy & Mather Worldwide, New York teaming up with creatives like Rick Boyko, Gordon Bowen, Parry Merkley, Ty Montague and getting to work with photographers like Richard Avedon or Annie Leibovitz.

I started in brand communication at Chiat/Day, New York (now TBWA\Chiat\Day) in 1988, the year it was named "Agency of the decade" for the launch of Apple in 1984, among others. Learning from advertising masters such as Bill Hamilton, Lee Clow, Nick Cohen, John Butler, Mike Shine and directors David Fincher or Ridley Scott.

The final kiss
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