I'm Mercedes, a conceptual and fully integrated Creative Director, a big-ideas thinker, storyteller and doer based in London for the past seven years, with 18 years of experience across creative agencies and in-house teams.
I've lived in vibrant cities like Madrid, Mexico City, Miami, Barcelona and Santiago de Chile, and worked across global and regional markets including Europe, the US, LATAM and the UAE.
I’m a team player (first and always) and an experienced team leader. Over the years, I’ve learned how to navigate challenging circumstances across a wide range of cultures, markets and countries. I like to think this experience has made me a curious, flexible and open-minded creative who finds inspiration everywhere. It has also turned me into a patient, collaborative and supportive leader.
I thrive on challenges and under tight deadlines, partnering with senior clients and understanding their business, guiding and collaborating with other creatives. I’m also used to working with multiple stakeholders and managing complex projects.
I first developed this early in my career while working on Coca-Cola across different markets, and it’s a skill I’ve carried with me ever since.
I love the craft side of the job: conceptualising, researching and diving into every project, and staying hands-on throughout the process. I’m comfortable leading and writing ideas from early concepts through to fully developed campaigns, translating strategy into clear creative directions. I enjoy creating concept boards, visual territories and campaign platforms.
I’m not afraid to pitch an idea, flesh out an entire campaign in a deck, direct a shoot, edit video mood reels, or write anything from a manifesto or social messaging matrix to a UX journey, TikTok content, banners, TV scripts, mechanism-of-action concepts, a creator brief or a social post.
I’m equally happy taking ideas through to execution: shaping visual storytelling, finding references, refining layouts or crafting narratives. I also actively use AI tools to accelerate ideation, testing, iteration, production and adaptation at scale.
I’ve also been fortunate to produce a wide range of work and collaborate with incredible creatives to bring ideas to life, making the most of both generous and modest budgets, working across live action, 2D and 3D animation and CGI-heavy post-production, and partnering with everyone from Oscar-winning directors to emerging talent.
And the people I’ve worked with would say
I’m committed, easy to work with, and a solid creative who never settles and always pushes for the best idea.
Always happy to hear from you:
︎ mercedeslucen@gmail.com
︎ +44(0)7517689781
︎ Mercedes Lucena
Awards:
Gunn Report / WARC
2 campaigns ranked in the Top 100 worldwide
Cannes Lions
1 xGold, 4xBronze, 2xShortlists
The One Show
1xSilver Pencil, 1xMerit
New York Festivals Advertising Awards
1xGold
Webby Awards
Winner 2020
Effie Awards Europe
Finalist 2024
Art Directors Club
2 Bronze, 1 Merit
Epica Awards
Bronze
The Cup, Fiap, CdeC, El Sol, Art Directors Club, IAA, 70+ Industry recognisitions.
Press:
2x Ad of the Day
2x Global Trending Topics
Work featured in:
Adweek, Campaign, Ads of the World, LBB Online, Love the Work
Agencies:
Publicis RED+ UK
MRM Spain (IPG Health Global Hub)
Apple (In-house via Oliver London)
Amazon Brand Innovation Lab EU (London)
VMLY&R Kansas
The Community Miami
DraftLine (AB-InBev In-house London)
KEKO London
Publicis One Touch Germany
Ogilvy Mexico, Spain & MENAC
Publicis Groupe UAE
McCann Madrid & London
McCann Enterprise London
Leo Burnett Spain
BBDO Madrid
Grey Santiago de Chile, London & NY
VML London
Exposure London
Clients:
Coca-Cola (Global, LATAM, Europe, MENA )
Fanta, Coca-Cola Light, Schweppes
Google, Amazon, Verizon
NBCUniversal / Telemundo / Peacock, Bentley, Porsche, IKEA, Domino’s Pizza, Pizza Hut, Corona, Stella Artois, Leffe, Kwak, PerfectDraft (AB InBev), Eucerin & NIVEA (Beiersdorf), Allegra & Enterogermina (Sanofi / Opella), Braun & Gillette (P&G), Pernod Ricard, Kimberly-Clark, Kaspersky, NH Hotels, Campofrío / Sigma, Calvo, Aoste.
Non-profit & institutional:
American Ad Council, Alzheimer’s Association (ALZ.ORG), Church of England, Spanish Lottery, DGT, Once.