I lead multidisciplinary creative teams across all formats, building global campaigns for the world's biggest brands.

Since January 2026, I work as Creative Director at antoni, the creative lead agency for Mercedes-Benz and a part of Omnicom. There, I shape global campaigns and brand communication, collaborating across disciplines and markets to deliver creative excellence consistently.

Before this, I helped Innocean Berlin scale from under 10 people to 80+ (including a 40+ person creative department), expanding the client portfolio, deepening relationships with Kia & Hyundai, and turning it into one of Germany’s most awarded agencies – all while their combined European market share grew from 6,3% to 8,2%. Coincidence? Right.

I also spent 3 years at DDB Germany and before that worked across Spain and Portugal, creating regional and local campaigns for major brands at network agencies and independent shops.

I'm both concept-driven and craft-obsessed, which I owe to my design and art direction background and extensive production experience, from pre to post-production and everywhere in between. Sir John Hegarty put it better when he said: “Advertising is 80% idea and 80% execution”. So why stop at 100%? 

My work has received more than 100 awards and recognitions, including metal at all major advertising shows, like Cannes Lions, D&AD, One Show and Clio. Apart from LIA. I’ve never won at LIA. Those bastards. But hey, who cares about awards, amirite?

I’m fluent in English, Spanish and Portuguese, pretty decent in German and can mumble in a few other languages (French, Italian, Serbo-Croatian, Catalan). But above all, I speak idea. 

I'm also (arguably the best looking) half of José & Pedro, a creative partnership 10+ years in the making, with experience across self-deprecating jokes and multiple industries, from automotive to finance,  FMCG, food, sports, tech, etc.

GLOBAL CREATIVE DIRECTOR
antoni garage
since January 2026

CREATIVE DIRECTOR
Independent
September 2025 - January 2026

CREATIVE DIRECTOR 
Innocean Berlin
March 2021 - July 2025

ASSOCIATE CREATIVE DIRECTOR
Innocean Berlin
March 2020 - February 2021}

CREATIVE LEAD & SENIOR ART DIRECTOR
Innocean Berlin
August 2018 - February 2020

SENIOR CREATIVE & ART DIRECTOR
DDB Berlin
April 2015 - June 2018

SENIOR CREATIVE & ART DIRECTOR
Proximity BBDO Spain
February 2014 - April 2015

SENIOR CREATIVE & ART DIRECTOR
Freelance
June 2013 - January 2014

SENIOR CREATIVE & ART DIRECTOR
BAR Ogilvy
November 2012 - May 2013

SENIOR CREATIVE & ART DIRECTOR
Ogilvy Spain
October 2011 - November 2012

CREATIVE INTERN
Jung von Matt /Alster
June 2011 - October 2011

CREATIVE & ART DIRECTOR
Ogilvy Spain
August 2010 - May 2011

JUNIOR CREATIVE & ART DIRECTOR
Strat Portugal
November 2008 - August 2010

JUNIOR CREATIVE & ART DIRECTOR
Lowe Lisboa
November 2006 - October 2008

CREATIVE INTERN
McCann-Erickson & JWT Lisboa
January 2006 - October 2006

CREATIVITY EDITOR'S PICK x3
 
POSTER HOUSE MUSEUM NEW YORK 
Part of the permanent collection 

LÜRZER'S ARCHIVE 
#3 Art Director in Germany (last 10 years)
3x Print of the Week
25x in Book
4x 200 Best Digital Artists
Top 10 Print Ads 2016 

BEST ADS ON TV
11x Best of the Week
#1 Art Director in Germany (all time)

VIMEO STAFF PICK 
FEATURED ON CONTAGIOUS MAGAZINE
FEATURED ON COMMUNICATION ARTS
FEATURED ON CREATIVE REVIEW
FEATURED ON FWA 
FEATURED ON SHOTS
FEATURED ON BEHANCE x3

AWWWARDS TOP 100 FONTS 2014
FONT OF THE DAY - CREATIVE BLOQ
FONT OF THE DAY - DESIGN BEEP

WEBBY AWARDS
Since 2023

ADSTARS
2022 Grand Jury - Media

NEW YORK FESTIVALS
2021 Grand Jury - Digital & Mobile
2020 Grand Jury - Film Craft

ADFORUM PHNX
2020 Jury - Film & Digital

FEPI - INDEPENDENT ADVERTISING FESTIVAL
2020 Jury - Art Direction 

ONE EYELAND PHOTOGRAPHY AWARDS
2019 Jury

© 2025 José Filipe Gomes. All rights reserved.

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