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
The evolution of Hepatology
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 turn a highly complex scientific subject into a film that could engage a diverse 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 turn a highly complex scientific subject into a film that could engage a diverse 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.
Rather than focusing solely on the act itself, the film explores aspects of the experience that are difficult to capture through conventional production: vulnerability, physicality and quiet strength.
At its core, it reflects on what nourishes, supports and sustains life.
Combining creative direction and generative tools, the project explores new possibilities for sensitive and emotionally engaging storytelling.
Rather than focusing solely on the act itself, the film explores aspects of the experience that are difficult to capture through conventional production: vulnerability, physicality and quiet strength.
At its core, it reflects on what nourishes, supports and sustains life.
Combining creative direction and generative tools, the project explores new possibilities for sensitive and emotionally engaging storytelling.
BoConcept
Timeless interiors for the stories we live in.
Created as a visual exploration for the Danish furniture brand, this concept looks at how interiors shape everyday experiences and human connection. Through light, composition and atmosphere, the film explores the relationship between people and the spaces they inhabit, revealing how design can influence the way we live, feel and interact.
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.
Event Identity in Motion.
Inspired by the official event identity, this project explores how a static key visual can evolve into motion while preserving its original character.
Rather than redesigning the concept, the piece introduces light, depth and subtle movement to create a more immersive screen experience.
Created using generative tools and refined through compositing and motion direction.
Rather than redesigning the concept, the piece introduces light, depth and subtle movement to create a more immersive screen experience.
Created using generative tools and refined through compositing and motion direction.
About Me
Creative Director specialising in visual storytelling, film and creative communication.
I help people connect with ideas through film, design and visual storytelling.
I started my career in photography and gradually expanded into design, filmmaking and creative direction.
Over the years, I've worked with charities, organisations and brands, creating films, campaigns and visual content across a wide range of subjects, from public health and education to culture and brand communication.
Today, I combine traditional creative skills with generative tools to explore new ways of developing and producing visual work.
My approach is simple: understand the message, find the story and create visuals that people can connect with.
The tools may evolve, but the goal remains the same: helping people connect with a message.
I started my career in photography and gradually expanded into design, filmmaking and creative direction.
Over the years, I've worked with charities, organisations and brands, creating films, campaigns and visual content across a wide range of subjects, from public health and education to culture and brand communication.
Today, I combine traditional creative skills with generative tools to explore new ways of developing and producing visual work.
My approach is simple: understand the message, find the story and create visuals that people can connect with.
The tools may evolve, but the goal remains the same: helping people connect with a message.
Loss in Places
A visual reflection on memory, absence and the traces people leave behind.
Moving between real and imagined spaces, the film explores how places can hold emotion long after a moment has passed, becoming silent witnesses to what remains and what is lost.
A visual reflection on memory, absence and the traces people leave behind.
Moving between real and imagined spaces, the film explores how places can hold emotion long after a moment has passed, becoming silent witnesses to what remains and what is lost.
Blue Hair in Paradise
A playful exploration of identity, self-expression and imagination.
Blending fashion-inspired imagery with surreal visual worlds, the film celebrates individuality and the freedom to reinvent ourselves beyond expectations and convention.
A playful exploration of identity, self-expression and imagination.
Blending fashion-inspired imagery with surreal visual worlds, the film celebrates individuality and the freedom to reinvent ourselves beyond expectations and convention.
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, finding meaning through observation rather than spectacle.
Built around presence, simplicity and a connection to nature, the film follows real people through moments of stillness and movement, finding meaning through observation rather than spectacle.
We Rise, We Create
Inspired by Maya Angelou and Rick Rubin, this short film explores the meeting point between human intuition and artificial intelligence.
A reflection on creativity, curiosity and what becomes possible when technology is used as a creative tool.
A reflection on creativity, curiosity and what becomes possible when technology is used as a creative tool.
The art of being present
Inspired by Michael Ende's Momo, this conceptual short film reflects on our relationship with time and attention.
A contemplative story about presence, awareness and the value of slowing down. Created through a hybrid process combining creative direction and generative tools.
A contemplative story about presence, awareness and the value of slowing down. Created through a hybrid process combining creative direction and generative tools.
A Campaign that translate
independence into serenity
independence into serenity
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.
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?
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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