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No "secret sauce." Just the steps.
Half the brief is what they didn't say. I ask the dumb question on purpose.
Volume beats taste at the start. Taste shows up in the cut.
If the line doesn't work on a napkin, no film treatment is going to save it.
Kerning. The third frame. The word that almost works. Those.
Perfect is the enemy of out-the-door. Out-the-door teaches you things perfect can't.
The campaign films, in one place.
Art Director / Copywriter
I regard myself as a creative appreciator. I appreciate art in all its forms — so when I'm responsible for the output of anything, I'm consistent in trying to make it better the next day than it was yesterday.
I fall in love with the process. I treat every brief as a learning experience and an opportunity to employ my craft. Attention to detail is my meta — something I learned from watching people who are masters at theirs.
In practice, that looks like: art directing campaigns, writing the lines that go with them, picking up a camera when the photographer can't, editing the cut when the editor's booked, and arguing gently for the better idea in the room.
Work that rewards depth. Detail-oriented, story-driven, always one upgrade away. The kind of thing where the obvious version is finished on Tuesday and you spend the rest of the week making it actually good.
Experiences, gifts, and conversations. The yellow socks. The book. The offhand comment nobody thinks I'll remember. With a few bucks I can make someone feel seen — and that's still the trick I'm proudest of.
Square Enix. Kingdom Hearts on a PS2 did something to me at the right age — compassion to fashion, music to art, all in one place. Most of what I've made since has been chasing that feeling.
I can always do more. Read more. Train more. Write more. Create more. Do more to feel less like an imposter. I'm working on the part where doing more isn't always the answer.
Go deep on one craft at a time, until I've collected enough to see the whole board. The plan is Art Director roles at craft-first agencies — places where ideas get made, not killed.
My one word is:
A Compendious, Comprehensive Compositor and admirer of compelling complex conversations and compositions, completely composed as a compliment to the senses.
Although competitive and keen of comparison, I consider that I complement more than I take. I hold high expectations and a deep belief in myself. I love compliments, but I can't keep my composure when receiving one.
God willing, I expect to conquer the world as a CD, one COMP at a time — opening multiple companies, giving back, and providing for the company that accompanies me.
For life is all about Compartir.
(sharing)
↓ Added context — the piece in response to GUT's brand-one-word assignment
— A. Serulle, brand one-word assignment, Miami Ad School
15 minutes. We can talk about the work, the industry, or whatever you're working on. Bring questions — I'll bring attention.
Embed not loading? Open the booking page in a new tab ↗
Saved here so I never use them.
Case Study
OOH
Everyone's "watch later" is a graveyard. We turned it into a faculty.
Case Study
Dormir solía ser fácil. Ahora es ruidoso.
Case Study
Teachers shouldn't have to be designers too.
Case Study
A stamp set for the quiet cultural footprint Ghibli left on every kid who watched.
Watching how Ghibli actually makes its films made the choice obvious: a tribute to that craft can't be generated. Every character is hand-drawn or hand-traced.
The Making
Stamps
A specimen putting Parliament through its paces.
Spreads
View the original Parliament typeface at Typography.com ↗
*Student project for Miami Ad School. Parliament is a typeface by Jonathan Hoefler / Hoefler&Co. — used here for an educational specimen, not affiliated with or endorsed by them.
Collage art, finished in Adobe Photoshop.
The person who tries their best but doesn't feel they're enough. The kid who got lost trying to find himself.
Process
A self-serve story kit that lets performing artists announce themselves — on-brand, in two minutes.
Agency of Record
Templates
In Use — reshared by @fwc26miami
Motion — One Game On Passion
▶ Watch Scotiabank x Plei.app OGOP Reel ↗
Interview — subtitling & pre-interviews
Artist Guide — EN & ES
Student briefs, private client work, half-finished ideas. Not full campaigns — just pieces that earned their spot.
version 2.6 — released 2026
Things you can do without touching a mouse (mostly).
click a swatch to copy its hex · drag on the wheel to set the base color · drop an image to pull its palette
strips taken so far: 0
drag the slider for chunkier or finer pixels · PNG keeps it as an image · SVG exports the pixel grid as crisp vector blocks (best at larger pixel sizes)
Short-form editing built to stop a scrolling thumb.
Reels
A warm-up for the idea muscle.
Inspired by @OneMinuteBriefs — follow them for a fresh brief every weekday.
Ready when you are.
Time. Pens down. Pull the next one.
