Guillermo Flores Pacheco (MX)

Guillermo Flores Pacheco is a Mexican designer and illustrator specializing in advertising illustration, retouching, postproduction, and digital collage. 

He has worked as a creative and art director for global brands like Adobe, Apple, Nike, Marc Jacobs, Cirque du Soleil, Tequila Patrón, and Sephora. 

His work has been exhibited internationally, and he created the artwork for the Adobe Photoshop 2025 splash screen.

From Brief to Image: The creative process behind a global project

In this talk, Guillermo will reveal the real process of interpreting and transforming a global client brief into an iconic visual piece. Using the Adobe Photoshop 2025 splash screen as a case study, he will share documents, notes, meeting protocols, and explorations that shaped the path from the first briefing to the final illustration used by millions worldwide.

He will break down his method for understanding the problem, identifying the hidden value behind the client’s need, and turning it into a strong, narrative-driven proposal. He will also show how an idea evolves through revisions, conversations, intuition, and strategic thinking while preserving the artist’s voice.

In addition, he will address the growth every creative must embrace as they move from individual work to collaboration and eventually to leading teams. This talk is designed to help creatives strengthen their process, elevate their collaborations, and understand how to transform a brief into a meaningful, world-class visual solution.