Creative Director building cinematic brand worlds, virtual experiences, digital products and AI-powered creative systems at the intersection of culture, fashion and technology.

AGENCIES

.MONKS
SAPIENT PUBLICIS
STINK STUDIOS
LEO BURNET
DENTSU
EDELMAN
MOX LONDON
SYSTMS
TACTICAL
MOBIQUITY
( ... )

CLIENTS

ADIDAS
AMAZON
APPLE
AXE MUSIC
CONVERSE
DIAGEO
FERRARI
GOOGLE
GUCCI
HERVE LEGER
HUAWEI
MASERATI
MCLAREN
MICROSOFT
MODELEZ
NYFW
NIKE
NISAN
SAMSUNG
STACKS
TRESÉME
UNILEVER
VIVIENNE WESTWOOD
WARNERS BROS.
XBOX
( ... )

SERVICES

CREATIVE DIRECTION
AI SYSTMS
PRODUCT DESIGN
BRAND BUILDING
VIRTUAL EXPERIENCES
DIGITAL FASHION
GAME STRATEGY

Raúl Cerezo belongs to a generation of creatives that grew up between the collapse of traditional advertising and the emergence of digital culture as a new global language. Born in Madrid and shaped by years moving through cities like London, Amsterdam, Hong Kong, Bali and the Philippines, his work exists somewhere between cinematic image-making, product systems, internet aesthetics and speculative worldbuilding.

What started in advertising and art direction slowly evolved into something harder to categorise. Over the last 15 years, Raúl has worked across global agencies, luxury brands, startups, fashion, Web3 and emerging technology — moving fluidly between campaigns, digital products, brand systems and immersive experiences. Less interested in static identities than in living ecosystems, his practice has always gravitated toward building visual languages that feel emotionally charged, culturally aware and future-facing.

During the early rise of crypto, virtual fashion and digital ownership, he became deeply involved in the intersection of technology and identity, collaborating with blockchain and Web3 companies to shape platforms, products and narratives at a time when the rules were still being written. 

Later, through SYSTMS, his focus shifted toward AI-driven creative systems: designing workflows, tools and generative frameworks capable of producing content, worlds and experiences at the speed of culture.

Today, through Hikari Hashi Studio, Raúl is pushing this exploration even further — merging cinematic storytelling, fashion aesthetics, product thinking and AI into hyper-defined visual universes that blur the line between campaign, simulation and digital mythology. Alongside his studio work, he has also participated as a guest lecturer within fashion education, driven by an ongoing interest in nurturing emerging talent and exploring how creativity evolves in response to new technologies.

His work doesn’t look at AI as a shortcut, but as a new creative medium — one capable of expanding storytelling, accelerating imagination and redefining how contemporary brands build emotion, identity and culture.

CURATED DIRECTOR'S CUT OF A LIFE'S WORK (*ALL RIGHTS RESERVED)
BY GRAHAMTHUNDER — 2026