I'm an art director who thinks in stories.
Stories about cities, characters, brands, books, and real or imagined worlds.
Stories about cities, characters, brands, books, and real or imagined worlds.
My name is Laura Forero. I'm a Senior Art Director & Creative Strategist with more than nine years of experience creating campaigns, visual narratives, and graphic universes for brands and cultural projects.
I work from Madrid, where I've developed ideas and art direction for companies that want to connect with people through meaningful stories. I'm inspired by memory, cities, music, symbols, and collective imagination. These elements help me build visual experiences, narrative worlds, and content with a strong identity.
My background mixes editorial design, motion graphics, and illustration. This allows me to move easily between visual identity, storytelling, animation, and experience design. I enjoy creativity that comes from observation, culture, archives, and how those references can become relevant concepts for brands and audiences.
In my creative process, I use design tools, animation, and generative AI to explore, prototype, and build atmospheres. Technology helps me, but human direction, taste, and sensitivity are always the center of my work.
Today, my practice is growing toward character creation, world-building, and narrative design. These areas connect with my interests in video games, literature, and visual development. I explore new ways to combine art direction, storytelling, and technology to create worlds that can expand beyond one single piece.
I believe in ideas that say something, in worlds that can stand on their own, and in images that keep a sense of memory.