JXP / @jxprats

Creative Direction · Art Direction · Illustration

Buenos Aires, AR

Figma Weave canvas behind the uniforms: the reference plate, the written brief, the quilting swatch and the generated outputs, wired together.
The board Move to look around
Argentine Winter Olympics Uniforms

Creative Direction · Fashion Production — Self-initiated — 2026
Higgsfield canvas: a full grid of generated jump variants, including the Buenos Aires crossing, the gig crowd and the clay render passes, with the prompt bar below.
The variants Move to look around
Levi's Campaign

Art Direction · Illustration — Self-initiated — 2026
Shot-generation canvas behind the film: each shot grouped, with its variants and connections laid out.
The sequence Move to look around
Zero Gravity Coke

Concept · Art Direction — Self-initiated — 2026
Compositing breakdown behind the frame: the source plate, green-screen mattes, environment variants and the finished grade.
Environment plate Move to look around
Cadillac Product Library Refresh

Post-production · AI Generation — Client work, Monks — 2025

The hand

Where the judgment comes from

Taste is not a vibe.
It's accumulated craft
you can no longer see working.

I drew, painted, shot and shipped before I prompted anything, and that order is the whole argument. It's why I direct AI work the way I'd direct a shoot, with a picture already in my head and a reason for every frame I keep. The standard failure in this business is an idea that's beautiful in the room and impossible by Thursday, and I've been the person who had to build it. So I tend not to pitch those.

Direction
Creative direction · Campaign architecture · Brand and design systems · Pipeline design
Stack
Nano Banana 2/Pro, Seedance 2.0/2.5, Kling O1, ComfyUI, Runway, Figma Weave, FLORA, Higgsfield. It turns over about twice a year.
Currently
Senior Art Director at Monks, Buenos Aires. Generative work since 2022.
The same sculpted head rendered in cracked white porcelain repaired with gold seams.
The same sculpted head rendered in folded and taped cardboard.
The same sculpted head rendered in moss and ferns.
The same sculpted head vacuum-sealed under glossy red plastic film.
The same sculpted head rendered in stickers and marker graffiti.
The same sculpted head rendered in thick oil-paint strokes.
The same sculpted head rendered in layered newspaper papier-mâché.
The same sculpted head rendered in blue clay with terracotta flecks.
The same sculpted head rendered in coral, anemones and reef fish.
The same sculpted head rendered in assembled metal letterpress type.
The same sculpted head rendered in boiled sweets and jelly beans.
The same sculpted head rendered in oxidised verdigris bronze.
One head, twelve treatments.

Bring me something
hard to picture.

Open to creative direction roles, campaign work, and pipeline consulting.
Working across AR, US and EU time zones.

Emailjxprats@gmail.com LinkedInjuan-cruz-prats Behance/jxp
© Juan Cruz Prats No frame on this page was the first one jxprats@gmail.com