Emotional Morphology | From object to atmosphere
Invited to speak at Galicia Design Week 2025, I developed and presented Emotional Morphology, a creative case study exploring my journey from product design to art direction — and how AI tools are reshaping visual processes and emotional narratives in contemporary design.
Though I was based in Berlin at the time and couldn’t attend in person, my work was exhibited in the streets of A Coruña, and I created a fully remote visual presentation and video talk to connect with the audience onsite.
May 2025
Creative Direction for Visual Narratives
1–Overview
Emotional Morphology is not just a talk — it’s a method. A process built around the idea that design is transformation: of form, of meaning, of perception.
Developed as part of my participation in Galicia Design Week 2025, the project explores how objects, visuals, and concepts can morph — evolve — from their functional roots into emotionally charged narratives. The result is a body of work that blends traditional creative direction with emerging tools like AI, pushing image-making into new, sensorial territory.
This project connects three key ideas:
- The emotional potential of form
- The role of creative direction in transforming objects into narrative
- The integration of AI as a generative tool for image-making
2–The Role of Morphing in Creative Direction
In this project, morphing is more than a visual effect — it’s a design philosophy. It reflects a shift from static representation to fluid storytelling.
I used it to:
Translate objects into moods, using zoomed textures, lighting, and visual abstraction.
Distort the expected, making space for new visual codes to emerge.
Collapse boundaries between product photography, generated imagery, and visual research.
It’s not about making something look futuristic — it’s about showing that form is never final. That the emotional layer of a product, image, or layout can grow, shift and surprise.
3–Creative Process Highlights
Input phase: I started with tactile references — physical product shots, textures, emotional triggers — and mapped them to feelings rather than categories.
Morphing phase: Through AI-generated iterations and motion graphics, I tested how one element could evolve into another — product into landscape, form into memory, object into vibration. These transitions became visual metaphors for transformation, identity and perception.
Composition & storytelling: The final presentation was built as a layered visual essay — less about steps, more about immersion. Each image or sequence held a tension between what is recognizable and what is felt.
4–Outcome
The project was received with enthusiasm, with my talk included in the official GDW 2025 program. The visual pieces were also installed on-site in A Coruña for the duration of the festival. This project reinforced my positioning as a creative director fluent in both conceptual depth and visual experimentation, capable of bridging narrative, emotion, and emerging technologies.
This case is a reflection of how creative direction today isn’t about polishing—it’s about provoking. It asks:
What happens when the final image is just a moment in a longer transformation?
Can AI be used not to replace, but to unlock new visual logic?
And how can morphing–conceptually and visually–create a deeper emotional resonance?
“I am grateful for the opportunity to present "Emotional Morphology" at Galicia Design Week 2025 🤍
A chance to share processes, tools and reflections on design, creative direction and the use of artificial intelligence as part of the visual language.
Thanks to the GDW team for having me and for creating a space that promotes exchange and creative visibility. Also thanks to all the people who followed the presentation. My projects will be on display in A Coruña until mid-June. I shared the lineup with amazing professionals who have a wide range of backgrounds and approaches — in an edition with a bold new identity and visual system developed by Vagrant Studio ✨
From Berlin, connected to A Coruña - my starting point and, always, my root.
We keep on creating! ✨“