Bio 
 I write things. 

I sell: names, verbs, sentences and a variety of tales. I also come up with specific words to define certain things. Things there isn't 
a word for, or things that need one with a better fit. 

Certain things, beings or feelings don't need words though, only an image —moving or still— or the space in between. This in between is really my thing: connecting ideas, words and images that already 'are', so they become something else. 

I do it for brands, agencies and cultural projects. Mainly for money but, sometimes, I just do it for myself. 
Skills & Fields
Skills:

Creative Direction · Brand Strategy · Verbal Identity Integrated Campaigns · Brand Storytelling · Concept Development ·
Tone of Voice · Multimedia Production ·  Content Strategy


Fields:
Advertising / Marketing / Film & TV / Editorial / 
Art curation & programming

Languages:
Spanish, Catalan, English (native).


Additional info









Film director:

’Murmures’ 
Documentary (2023).

Writer/photographer:
‘Me río de los nervios’ 
Poetry & Photography (2022).

Co-founder:
Negra Mosca – community visual arts centre, Barcelona.

Currently based in Barcelona

jordimartinezcd@gmail.com
JORDI MARTÍNEZ
Storytelling & Creative DirectionContact me
LIONS
Brand film
2020
Creative Direction
FIlm Director
Scriptwriting
In 2020, the company behind Cannes Lions underwent a rebrand to reflect its growth beyond the 7-day festival. I wrote and directed the film that launched the new LIONS brand into the world, the mother of all supercuts: a multi-layered narrative in which ads and campaigns — some iconic, some overlooked — talk to each other and to those who made them, creating a time-bending meditation on creativity and its power to push culture forward.

Watch film on youtube.
Novameat
Rebrand
2025
Lorem Ipsum...

Verbal Identity
Copywriting  Novameat’s protein cuts are specially designed to unlock creativity in professional kitchens. No buts: fewer (and natural) ingredients, more nutrients and greater flexibility to create.  

We created a brand with a distinct voice, ready to shift the conversation towards a future in which plant-based  also means healthy and tasty, without compromise. The brand uses The Journal, a new editorial platform, as its main narrative tool – a carefully curated archive documenting the journey towards a new culinary tradition.

Real change happens behind the scenes.
Coloro
Brand Awareness
2019-2022
Concept
Creative Direction
  WGSN and Coloro join forces twice a year to launch the 5 Key Colours for each season. As a creative lead for their internal agency, I was in charge of conceptualising and leading 
the creative direction for each campaign, creating fully immersive universes for each colour and telling stories that resonated with their core audience and showcased the value of Coloro’s innovative color system. 
The (BEEMINE) Lab
Brand Awareness
2023

Concept
Creative Direction
Copywriting    The(BEEMINE)Lab is specialised in developing cannabis-based products under the highest standards of quality and sustainability. In 2023, the brand approached me to develop an OOH campaign to strengthen their position as a trusted voice within the smartcare sector. 

We chose to address the widespread misinformation surrounding CBD products in a way that would resonate with our community: by turning the spotlight on our own biases. Adopting a sarcastic and satirical tone,  the campaign relied on double meanings and the use of asterisks—a direct reference to Spain’s confusing regulatory landscape and the legal ambiguities surrounding CBD.
Murmures
Documentary film
2023  
Film Director
Executive Producer   
Murmures examines the relationship between people and the places they inhabit. It portrays a building through the stories of its residents while exploring how the intersection of art and community can become a powerful tool for reclaiming public space. Architect and muralist María Orovio spends a month living and working alongside the 24 residents of the nursing home at 42 Enclos Rey, a narrow street in Nîmes' Gambetta-Richelieu district. Together, they fill with colour more than 800 m² of its iconic façade.
Urbidermis Eden
Product launch campaign
2025

Concept
Storytelling     
The narrative around the launch of Urbidermis’ new modular planters explores the city as a living organism that morphs and adapts to the many different rythms, speeds and needs that live within it. 

The architect and landscaper Beatriz Borque lended her voice to the story, reflecting on the urgent need to re-think urban vegetation in order to bring back the balance between utility, community and biodiversity.
Hemper Regenerative Catalog
Brand awareness
2021

Creative Direction
Photography
     Christmas season is a synonym for mindless overconsumption and waste, with brands fiercely fighting for every nanosecond of consumer attention. In 2021, in order to shine a light on the issue, Hemper joined forces with other local brands and projects to create the first Regenerative Gift Catalog, a carefully curated digital catalog where consumers could find gift ideas that go beyond sustainability to create positive impact on a social, cultural or environmental level.
‘Quietud’ Anna Andreu 
Music Video
2023

Film Director
 Quietud inhabits a universe where pain and beauty exist in delicate balance. 
The film reflects on the creative process as a series of small,  invisible victories on the verge of collapse.

Watch film on youtube. 
Urbidermis ACV
Sustainability & transparency
2025

Concept
Messaging
Storytelling
  Sometimes, looking back is the only way to move forward.

Urbidermis has published the Life Cycle Assessment (LCA) of its entire product range: a document that measures the environmental impact of each piece, from raw material sourcing to warehouse arrival. The campaign narrative centers on the empty space left by a footprint — filling it with information to give that trace new meaning. What was once a burden becomes a direction.
Me río de los Nervios ©
Self published 2022

Concept
Photography
Writing  A homage to Joe Brainards ‘I remember’ , ‘Me río de los nervios’ uses repetition as a trance-inducing tool to immerse the reader-viewer in the liminal space between reality and perception. This duality, represented through a shifting relationship between text and image, results in a series of image-poems that navigate the waters of my own subconscious.
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