KILIAN ASENSIO
CREATIVE DIRECTOR
SENIOR COPYWRITER

Creative Director for campaigns.
Creative Director for services.

“Creativity is like a wetsuit: if it doesn't fit your needs perfectly, you'll end up soaked.”

I began my journey in this industry with Lluis Bassat back in the '90s. After a few months at Ogilvy New York, I attended the Young Talents program in London, and we took home a Lion at Cannes. In the early 2000s, I had the opportunity to collaborate with Joaquín Lorente, probably the person I've most enjoyed writing with.

A few years later, I launched my own venture: Custom Creativity. No permanent staff, just talented collaborators when needed, and one clear goal: to tailor creative solutions to each client and project. From “What can I offer?” to “What do you need?”

This approach has allowed me to work closely with agencies—both local and multinational—production companies, design studios, media agencies, marketing firms, direct clients, and even a political party. Along the way, I've built a growing network of international collaborators, creating and managing custom creative teams for clients without their own creative departments.

As for the projects, they’ve pushed me to continually evolve and expand my expertise far beyond my keyboard. I've crafted storytelling to breathe life into luxury resorts in Greece and Croatia and helped theme the major attractions at Port Aventura. I've developed branded content, like the mini-series for Antena 3, for which I also wrote several scripts. I’ve handled transcreation, adapting global campaigns for the Spanish and Catalan markets—like the most recent Airbnb campaign from New York. In the digital space, I’ve worked as a digital creative director with an award-winning agency in Barcelona. And the journey continues.

I also lead courses and seminars, where I aim to learn as much as I teach. Currently, I’m teaching a four-month Copywriting course at IDEP University. Recently, I contributed to a communication seminar on tourism promotional videos for the Gijón Tourist Office.

These days, I believe that innovation isn't just about creativity in content—it’s about creatively delivering services that adapt to an ever-changing landscape.

 Custom Creativity.

From "What can I offer you?"
to "What do you need?"

 

I provide creativity customized to your communication needs, seamlessly adapting to your project and company. It’s as simple as that.

  • I engage in your project as a creative director, creative, and/or copywriter.

  • I can collaborate with you on a project basis or establish a long-term partnership.

  • I work alongside your team or select and coordinate the right professionals to execute your vision.

The result is a service that is profitable, professional, agile, direct, flexible, proactive, competitive, and responsive—a truly tailored experience.

Custom Creativity means providing you with the pair of shoes you need rather than the entire shoe store.