Lady San Pedro

 

YOU MADE IT!
WELCOME TO MY online cv.

My journey with you began in 2002, when I received an Elle subscription for my 18th birthday. The magazine inspired and influenced my young adult life and style, as it continues to do so today across its channels.

Since then, I have become a writer, designer and art director, once interviewed by Elle Italia for my work. How full-circle! The Art Editor position at Hearst Magazines naturally excited me, not only for the chance to work with Elle but for the opportunity to innovate and influence with market-leading titles.

My nine years of experience as an art director, combined with my accolades in design, campaign integration, art direction and effectiveness, equip me with the abilities required by the role. A project I worked on for Boysen Paints gained awards in Europe and Asia for fusing promotion, environmentally-responsible design and public art. My design for Italian brand Alberto Guardiani intersected art and fashion by retailing as a permanent collection while being exhibited at the Museum at FIT in New York.

Through my career I have maintained a collaborative approach towards clients and co-workers alike. I've had the privilege of presenting ideas to client from early on in my career, which has ever enriched my creative perspective.

I look to join Hearst Magazines with an enthusiasm to pioneer ideas and stretch creative boundaries. In the process, I'll be a joy to work with too.

 
 
 

WORK HISTORY

FEBRUARY 2012 - Present
FREELANCE ART DIRECTOR (London, previously Barcelona)

Since moving to Europe in 2012, I have designed and art directed for corporate and lifestyle brands in Europe and Asia. My work for boutique technology company Call Design involved the redesign of the company's brand identity, for establishing a new corporate image across seven offices worldwide. My responsibilities included the boosting of marketing and communications via print, direct, digital and event materials. I have simultaneously involved myself with projects intersecting fashion and culture. My illustrated GIF series for online publication Passeig de Gràcia was recognised by the Gaudí Casa Batlló Foundation in Barcelona, and received a silver award at the Adobo Design Awards in Manila. My design for Italian brand Alberto Guardiani was exhibited at the Museum at FIT in New York, and featured in Elle Italia, among other glossies and broadsheets worldwide.

June 2010 – February 2012
SENIOR CREATIVE, TBWA TEQUILA

Samsung, Bench Lifestyle + Clothing, Häagen Dazs and Boysen Paints were some of the accounts I handled in this role, overseeing the full creative process in developing solutions for print, TV, cinema, digital, direct, outdoor, event and point-of-sale, among other media. My responsibilities included the preparation and delivery of client presentations, as well as the supervision of junior art directors, writers and interns. A project I took part in for Boysen Paints intersected advertising, public art and environmental responsibility, garnering the agency awards at the Cannes Festival of Creativity and Spikes Asia.

October 2007 - June 2010
SENIOR ART DIRECTOR, MCCANN ERICKSON PHILIPPINES

Working on briefs for Coca Cola, Bank of the Philippine Islands, Globe Telecom and Royal Tru Orange (Fanta) allowed me to demonstrate agility in a fast-paced environment, managing simultaneous projects at different stages of development. While proficient in art directing for brands with existing guidelines, I demonstrated my ability to innovate with the creation and launch of a new youth brand that revitalised the roots of Philipine democracy. The brand utilised a wide range of integrated channels in gaining immense popularity among and beyond its target audience, profiting for its partner charities while receiving multiple awards in art direction, design, integrated media and effectiveness.

October 2006 - October 2007
JUNIOR ART DIRECTOR, LEO BURNETT MANILA

As the youngest art director in the agency, I development print, radio and outdoor ads for Chevrolet, Philip Morris, McDonald’s and the Makati Medical Center. After this period, I was given the responsibility of art directing for Procter and Gamble’s Rejoice Shampoo for the Southeast Asian region. The job required a strong understanding of markets across cultures, while maintaining a unified and consistent brand identity.

 

ACCOLADES

SILVER for Façades (ILLUSTRATION)
Adobo Design Awards, 2014

SILVER for KNOxOUT’s “Biggest Air Filter” (SILVER LION, DESIGN LIONS)
Cannes Lions International Festival of Creativity, 2013

SILVER for Project EDSA (BEST USE OF AMBIENT MEDIA)
Spikes Asia, 2012

1ST PLACE for Flutterby (INTERNATIONAL DESIGN COMPETITION)
Cinderthriller by i-D Magazine and Alberto Guardiani, 2012

BRONZE for iamninoy (CRAFTSMANSHIP, TV ART DIRECTION)
Philippine Advertising Congress Araw Awards, 2009

GOLD for iamninoy (INTEGRATED MULTI-MEDIA CAMPAIGN)
Creative Guild of the Philippines Kidlat Awards, 2009

BRONZE for iamninoy (DESIGN)
Philippine Advertising Congress Araw Awards, 2009

SILVER for iamninoy (INTEGRATED CAMPAIGN)
Philippine Advertising Congress Araw Awards, 2009

SILVER for iamninoy (MOST EFFECTIVE TEENS BRAND CAMPAIGN)
Tambuli Awards, 2009

EDUCATION

2002 - 2006
BA COMMUNICATION ARTS, ATENEO DE MANILA UNIVERSITY

Subjects and electives included: Psychology, Communication Theory, Independent Film, Advertising, Philosophy, Introduction to Screen Art, Performance and Presentation, Photography.

2014
INTRODUCTION TO MARKETING, WHARTON UNIVERSITY OF PENNYSYLVANIA
(online course)

 
 

Call me!

I would be so thrilled to hear from you.

MOBILE: 07470251513
EMAIL: lady@whatladylikes.com
POST: Flat 12 Eaton Garden Mansions, 13 Eaton Gardens, Hove BN3 3TN

Downloadable files for your file:

Cover Letter
Lady San Pedro CV
Selected Work