Meet Filipa Hernández

Filipa Hernández is not interested in hype—she’s interested in results. As a creative director at the forefront of AI-driven storytelling, she’s helped redefine how modern ad campaigns are made. We sat down with her to talk about the real-world value of AI in the creative process, and why brands need to rethink their production models—fast.

Q: Filipa, you’ve led campaigns for global brands using AI-generated assets. What’s the biggest advantage AI brings to the table?

Filipa: Speed and scale are obvious—but the real value is creative optionality. With AI, you’re no longer locked into one production pipeline or one visual direction. You can test, pivot, and iterate at a pace that traditional methods just can’t match. That’s a huge win for both performance and creative freedom.

Q: Some still worry AI removes the “human touch” from creative work. How do you respond to that?

Filipa: That’s a myth—and honestly, it underestimates both creatives and machines. AI doesn’t replace human taste, instinct, or storytelling. It enhances it. It gives me a hundred visual directions in minutes so I can spend more time refining, curating, and pushing boundaries. It’s not about automation—it’s about amplification.

Q: What kinds of campaigns benefit the most from AI-generated assets?

Filipa: Performance-driven campaigns that need fast, high-quality visuals at scale—product launches, seasonal drops, global rollouts. But also brand storytelling, where mood and narrative are key. We’ve used AI to pre-visualize entire campaign worlds, create storyboards, even build pitch decks in a day. It shortens the distance between idea and execution.

Q: How do clients react when you pitch AI as part of the creative process?

Filipa: Most are curious—some are skeptical. But once they see the first output, they’re all in. When you show them that you can generate a full set of luxury product visuals or a cinematic campaign lookbook in 48 hours, the conversation changes. It’s not about novelty—it’s about effectiveness.

Q: Final thoughts—what’s next for AI in advertising?

Filipa: We’re heading toward real-time, reactive campaigns. Imagine launching an ad set at 9 a.m., tracking engagement, and deploying a new, optimized version before noon—entirely generated and tailored by AI. That’s not science fiction. It’s next quarter. And we’re already building for it.