José Fernández

Creative & Art Director

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Concept, % 90
Art Direction, % 80
Design, % 85

I am a Creative and Art Director currently working out of Fairfax, Virginia. I have extensive experience leading communication projects, specifically in the advertising industry.

My specialties are concept development and creative strategy but in truth my skills have always taken me far beyond; seeing projects through from inception to completion.

You can’t wait for inspiration, you have to go after it with a club.

Jack London
Working on thinking goes a long way. Ideas will come to you all the time, but not all will fit a project. Not all ideas are good ideas.
Good concepts are hardly a result of luck. Connecting the dots requires time doing some serious planning. And that's what I do.

Originality is nothing but judicious imitation.

Creativity is to connect things and have the capacity to notice when the outcome is special. Art Direction is the same. There is no need to reinvent the wheel.
Just understand what combinations will drive a narrative in communication. People loathe a sales pitch but they love a good story.

I take what I do seriously. I love it and want to do well at it and work hard.

Henry Rollins
I am a creative and I love it. I study photography, video, audio, illustration, graphics and programming; anything that will further my understanding of the disciplines that can be governed by Art Direction.
Knowing the possibilities and limits of each discipline makes overseeing skill specific processes and collaborations more successful. The more I know, the easier it is to tell what is important.

Would you like to see some work?

Just to give you a quick taste of what I do here is a short sample of my work.
For more projects look through my portfolio.

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