Open to opportunities

Irene Cotelo Barral

@cotbar

Message

Creative Director specializing in digital design and generative AI.

Germany

Message

What I'm looking for

I seek a dynamic role where I can leverage my creative skills and collaborate on innovative projects that push boundaries in design and technology.

I am a proactive and creative self-starter with over 8 years of experience in the fashion industry, crafting emotionally and culturally resonant visual narratives for global brands. My background includes leading creative teams for international campaigns, specializing in the development of visual concepts rooted in narrative research, inclusive storytelling, and contemporary culture.

Based between Germany and Spain, I collaborate with forward-thinking fashion houses, cultural institutions, and beauty-tech startups to transform abstract ideas into visual systems that are both conceptual and commercially impactful. I integrate AI tools to accelerate ideation and prototype speculative aesthetics, positioning my creative practice at the intersection of design, technology, and emotional intelligence.

Experience

Work history, roles, and key accomplishments

Current

Creative Director | Digital Design

Current

Freelance

Aug 2023 - Present (1 year 11 months)

Proactively and creatively work as a self-starter with over 8 years of experience in the fashion industry, crafting emotionally and culturally visual narratives for global brands. Specialize in the development of visual concepts rooted in narrative research, inclusive storytelling, and contemporary culture. Integrate AI tools to accelerate ideation and prototype speculative aesthetics, positioning

Visual Research Narrative Based Concept Design Art Direction Adobe Illustrator Adobe Photoshop

Art Director (Team Leader)

Lefties (Zara Group), Inditex

Jan 2020 - Jul 2023 (3 years 6 months)

Directed, presented, and executed social creative campaigns from concept to execution for senior management and the CEO, including product launches, seasonal promotions, paid media, and influencer collaborations. Expanded Lefties' social media presence by over 1M followers through strategic content creation, resulting in increased engagement and brand visibility.

Art Direction Budget Management Content Creation Scaling Trend Analysis

Digital Designer

Lefties (Zara Group), Inditex

Feb 2018 - Dec 2019 (1 year 10 months)

Supported the Creative Director on photoshoots and store opening events, contributing to a record-breaking sales day at the flagship store in Madrid. Coordinated social creative campaigns, including art and styling direction to ensure photoshoot concepts align with the creative vision and Lefties' aesthetics. Designed the new Lefties e-commerce website.

Photoshoot Support Event Coordination Art Direction Lookbook Design Design Strategy

Education

Degrees, certifications, and relevant coursework

ELISAVA

Master in Advanced Design & Digital Architecture, Advanced Design & Digital Architecture

Completed a Master's degree focusing on advanced design principles and digital architecture. Gained expertise in leveraging digital tools and methodologies for innovative design solutions.