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arturo

morales

Overview

Working on Alfa Romeo was about channeling the essence of Italian design — passion, precision, and performance — into every visual. As Art Director, I led the creative and post-production process across print, digital, and motion campaigns. From the sleek Giulia and Giulietta to the dynamic Stelvio QV, each piece balanced emotion and engineering, elevating the brand’s signature line: La meccanica delle emozioni.

SOFTWARE

AdobeCC

Photoshop

Illustrator

InDesign

AfterEffects

CHANNELS

ATL

BTL

Digital

B2C

SKILLS

Art Direction

Graphic Design

Retouching

Creative

Animation

Editorial Design

`•→` Billboards

The power of Italian elegance

The billboard campaign emphasized Alfa Romeo’s sculpted design and racing heritage through bold minimalism. Clean compositions, dramatic lighting, and the iconic triangular grille were used as focal points to express sophistication and elegance.

Urban billboard featuring the Giulia in Alfa Red, highlighting the brand’s signature grille.

Urban billboard featuring the Giulia in Alfa Red, highlighting the brand’s signature grille.

Image blending high contrast and reflection for a premium, cinematic look.

`•→` TV Commercials

Emotion in every frame

The TV spots captured Alfa Romeo’s spirit through cinematic storytelling — fast cuts, warm lighting, and close-ups of every curve and contour. The narrative connected the thrill of driving with the brand’s Italian heritage and emotional allure.

`•→` Magazine Ads

Precision in motion

Each print ad focused on translating Alfa Romeo’s craftsmanship and technology into tactile visuals. The layouts paired emotional photography with clean typography, delivering a sense of controlled energy and luxury.

Stelvio QV ad showcasing power and refinement with watercolor-inspired backdrops.

Stelvio QV ad showcasing power and refinement with watercolor-inspired backdrops.

Full-page magazine ad announcing the first Alfa Romeo SUV launch in Mexico.

`•→` Digital Retouching (before AI)

From photo to performance

Every Alfa Romeo visual was refined through manual retouching — enhancing color depth, reflections, and motion without compromising realism. The goal was to make the vehicles look as dynamic on-screen as they do on the road.

Studio-quality lighting and surface correction to highlight the body design.

UpWork

Instagram

Bēhance