Human stories.
Cinematic visuals.
Cinematic visuals.
amaya roman
Creative Director + Visual Storyteller
Creative Director + Visual Storyteller
What i do
Helping people connect with ideas.
Whether it's a scientific discovery, a public health campaign, a brand story or a cultural project,
my role is always the same: finding the clear and most human way to communicate it.
my role is always the same: finding the clear and most human way to communicate it.
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Clarity
Transforming complex information into accessible visual narratives. -
ConnectionCreating work that resonates emotionally and stays with people. -
CraftCombining storytelling, design and moving image to bring ideas to life.
SELECTED WORK
A selection of films, campaigns and visual explorations.
Where strategy, storytelling and visual craft come together.
Where strategy, storytelling and visual craft come together.
Opening Film
EASL 60 Years
Commissioned for the opening ceremony of the European Association for the Study of the Liver (EASL), this film celebrated 60 years of progress in liver health research and scientific collaboration.
Presented at the EASL Congress 2026 in Barcelona to more than 8,500 delegates, the film traces humanity’s evolving understanding of the liver, from ancient beliefs to modern medical breakthroughs.
The challenge was to transform a complex scientific subject into an emotional and engaging experience for an international audience.
Combining creative direction, generative AI, motion design and post-production, the project became a cinematic journey through discovery, innovation and human connection.
Presented at the EASL Congress 2026 in Barcelona to more than 8,500 delegates, the film traces humanity’s evolving understanding of the liver, from ancient beliefs to modern medical breakthroughs.
The challenge was to transform a complex scientific subject into an emotional and engaging experience for an international audience.
Combining creative direction, generative AI, motion design and post-production, the project became a cinematic journey through discovery, innovation and human connection.
What Nourishes Us
A visual study exploring breastfeeding through the lens of a public health campaign.
Created for an institutional communication initiative, the project takes a sensitive, human-centred approach to a subject often reduced to clichés.
Rather than focusing solely on the act itself, it explores aspects of the experience that are difficult to capture through conventional production: vulnerability, physicality and quiet strength.
At its core, the project reflects on what nourishes, supports and sustains life.
Combining creative direction and generative tools, it explores new possibilities for emotionally resonant storytelling.
Created for an institutional communication initiative, the project takes a sensitive, human-centred approach to a subject often reduced to clichés.
Rather than focusing solely on the act itself, it explores aspects of the experience that are difficult to capture through conventional production: vulnerability, physicality and quiet strength.
At its core, the project reflects on what nourishes, supports and sustains life.
Combining creative direction and generative tools, it explores new possibilities for emotionally resonant storytelling.
BoConcept
Timeless interiors for the stories we live in.
A visual exploration of intimacy and space. How interiors hold emotion and shape human connection. El Corte Inglés
Same Concept, New Context
Adaptation and localisation of an existing Spanish campaign for the Portuguese market. Updated on-screen elements (shopping bag, messaging) while maintaining visual consistency. A new final shot placed the piece in a Lisbon-inspired setting, reinforcing local relevance.
Same Concept, New Context
Adaptation and localisation of an existing Spanish campaign for the Portuguese market. Updated on-screen elements (shopping bag, messaging) while maintaining visual consistency. A new final shot placed the piece in a Lisbon-inspired setting, reinforcing local relevance.
TFWA World Exhibition & Conference 2026
Event Identity in Motion. A visual exploration inspired by the official event identity.
Event Identity in Motion. A visual exploration inspired by the official event identity.
Rather than redesigning the concept, the project explores how a static key visual can evolve into motion, introducing light, depth and subtle physical realism while preserving its original intent.
Created using generative tools and refined through compositing and motion direction.
Created using generative tools and refined through compositing and motion direction.
About Me
Creative Director specialising in visual storytelling, film and creative communication.
I create visual stories that help people connect with ideas.
My creative journey began with photography and has evolved through design, filmmaking and creative direction. Over the past 30 years, I have worked across a wide range of visual disciplines, helping organisations, charities and brands communicate through meaningful and engaging storytelling.
Whether translating a complex scientific subject, developing a campaign or creating a film, my focus is always the same: finding the clearest and most human way to communicate an idea.
I believe the most memorable creative work is not necessarily the loudest or the most complex, but the work that people genuinely connect with and remember.
Today, I continue to combine creativity, curiosity and visual craft to create work that informs, inspires and resonates.
My creative journey began with photography and has evolved through design, filmmaking and creative direction. Over the past 30 years, I have worked across a wide range of visual disciplines, helping organisations, charities and brands communicate through meaningful and engaging storytelling.
Whether translating a complex scientific subject, developing a campaign or creating a film, my focus is always the same: finding the clearest and most human way to communicate an idea.
I believe the most memorable creative work is not necessarily the loudest or the most complex, but the work that people genuinely connect with and remember.
Today, I continue to combine creativity, curiosity and visual craft to create work that informs, inspires and resonates.
The stone we carry
Inspired by the storytelling philosophy of brands such as Patagonia, this independent short film explores the unseen weight we carry and the quiet strength it takes to let it go.
Built around presence, simplicity and a connection to nature, the film follows real people through moments of stillness and movement, captured with honesty, restraint and intention.
A creative study in how human-centred storytelling can create emotional resonance through atmosphere, observation and authenticity rather than spectacle.
Built around presence, simplicity and a connection to nature, the film follows real people through moments of stillness and movement, captured with honesty, restraint and intention.
A creative study in how human-centred storytelling can create emotional resonance through atmosphere, observation and authenticity rather than spectacle.
We Rise, We Create
Inspired by Maya Angelou and Rick Rubin, this short film celebrates the encounter between human intuition and artificial intelligence. A reflection on the power of creating without technical limits, where creativity and technology become one.
The art of being present
Inspired by Michael Ende's Momo, this one-minute AI film explores our uneasy relationship with time in a world obsessed with productivity. Crafted entirely using generative tools from visuals to voice, it invites viewers to reclaim presence as a modern luxury. This project demonstrates how AI can radically simplify production, eliminating the need for actors, locations, or crew while enabling brands to prototype cinematic ideas in hours instead of weeks. A quiet story with bold implications: move fast, speak softly, and leave a lasting emotional mark.
SOLA: A Campaign That Translates Independence Into Serenity
SOLA began as a poetic manifesto, a rejection of aspirational feminism and hollow empowerment rhetoric. Instead, it asks: what if independence were quiet? What if it didn't need to prove anything? The visual language unfolds from that question. Warm light. Stillness. Women in their own company, not performing. Each image, each phrase, each frame speaks to autonomy as a daily practice, not a slogan.
The entire campaign, from brand film to street interventions, from merchandise to digital moments, was generated using AI (ComfyUI, Midjourney, Qwen). But technology here isn't a shortcut. It's a mirror. It let me visualise an emotional world in hours, see patterns emerge, and test ideas at speed. The result: a coherent universe where an idea with soul became a visual system, a brand presence, and a conversation. SOLA doesn't ask to be liked. SOLA doesn't ask for permission. SOLA is enough.
The entire campaign, from brand film to street interventions, from merchandise to digital moments, was generated using AI (ComfyUI, Midjourney, Qwen). But technology here isn't a shortcut. It's a mirror. It let me visualise an emotional world in hours, see patterns emerge, and test ideas at speed. The result: a coherent universe where an idea with soul became a visual system, a brand presence, and a conversation. SOLA doesn't ask to be liked. SOLA doesn't ask for permission. SOLA is enough.
Created with generative tools, designed as a speculative brand concept
where solitude becomes a wearable message, and stillness carries weight.
where solitude becomes a wearable message, and stillness carries weight.
What if this could happen anywhere?
Sola: the power of one
Not a logo. A state of being.
She walks alone, yet fills the frame.
No voice. No claim. Just presence
not asking for space, but taking it.
This is not loneliness. This is power.
She walks alone, yet fills the frame.
No voice. No claim. Just presence
not asking for space, but taking it.
This is not loneliness. This is power.
Got a project? An idea?
let’s talk
let’s talk
Whether you’re curious about AI creativity or need a full campaign, we’d love to hear from you.
amaya@amayaroman.com
amaya@amayaroman.com
London - Madrid
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