Álvaro Peñalta — Barcelona, Spain

“The main factor to develop a pattern is to start with a good concept, something to tell the viewer. Aesthetics for aesthetics is great, but if it is accompanied by story-telling it is even more attractive. Then a mixture of different visual references and finally to generate compositions with proportions and a harmonic chromatic palette.”

Alvaro Peñalta is a freelance art-director based in Barcelona. He says he is passionate about everything related to the world of artistic direction in the audiovisual and advertising fields. The words he would choose to define his personal style include Technicolor, pop, retrofuturism, pink panther, 80s and neon lights.