Sofía V. Paura




Barcelona-based freelance creative art director and senior graphic designer, specializing in branding, creative concepts, and visual direction.
With a strong focus on fashion, art, and culture, I take an editorial approach to shaping ideas into their most intentional and striking form. My work is guided by bold elegance, clarity, and a process that values both meaning and enjoyment.


info@sofiapaura.com
@sofiavpaura

THOUGHTS
SELECTED WORK
INFO




Services
Creative direction for campaigns. Brand strategy, naming, logo, packaging design and tone of voice guidelines. Editorial and art direction, and editorial design.
ClientsAlong Agency
Armet&Jans
Cósmico
EST8 Magazine
Glent Shoes
Kubo Studio
La Casa de Belmonte
Matsu
Tous

Featured inHoliday Magazine nº 390 – Art direction for Armet&Jans ad

Holiday Magazine nº 391 – Art direction for Armet&Jans ad

EST8 Magazine Vol.01 – Creative direction for “To the Imperfection”

EST8 Magazine Vol.01 – Creative direction for “Geometry of Beauty”

Some collaborators
Working hand-in-hand with cool photographers, artists, filmmakers and creatives including:

Adrián Catalán
Aitor Laspiur
Ainhoa Nagore
Aran Martínez
Bèla Adler
Brendan Freeman
Cyril Labbé
David Ruiz
Kapturing
Laura Armet
Laura Martinova
Lucas Salter
Maria Huerga
Miquel Cabello
Miquel Llonch
Nua Galí
Pepe Lobez
Wai Lin Tse

Non-profit
Always open to collaborating with artists, photographers, and creators on non-profit projects—no clients, no brand guidelines, just pure creative exploration. If you have an idea or just the urge to make something new together, I’m in!

Awards– Finalist on the European Design Awards 2026

– Red Dot 2026 | Corporate design & Identity

– Red Dot 2026 | Brand design & Identity



THOUGHTS





Spectacle vs Honesty

Photo by Biblioteca Valenciana Nicolau Primitiu via Unsplash



Advertising has always gone hand in hand with spectacle. After all, the aim is to sell, which inevitably leads to an endless battle to see who can shout the loudest or outshine the rest.
 With the rise of social media, this has only intensified, and in recent years the sheer volume of advertising has become overwhelming. Not just because we’re constantly shown things that may hold no interest for us – the algorithm doesn’t always get it right – but because we simply don’t believe anything anymore. We don’t connect. We know we’re being sold empty promises, that the product’s virtues are exaggerated, or that the claims are outright false.

As someone working in advertising, I see campaigns all the time and almost always, a pattern emerges, a common thread within each sector. In fashion, for instance, it’s seriousness, perfection, aspiration… And that’s all well and good, but it speaks to a minority. Fashion has a huge following because people aspire to be like the models in the ads, or to live the lifestyle the brand represents – not because they truly empathise with it. Fashion, in general, is rarely empathetic.

That’s why, when a well-known brand like Jacquemus – long regarded as a reference for spectacle-driven marketing – begins to produce campaigns like Le Valérie, with storytelling rooted in a real-life experience, it feels like a breath of fresh air. Suddenly, that ultra-aspirational brand isn’t quite so distant, instead reflecting something many of us have lived. Suddenly, it becomes an empathetic brand. It no longer belongs to some parallel world; it belongs to ours.

The campaign for the Le Valérie bag is brilliant precisely because of its simplicity. There are no fireworks, no shouting, no spectacle. It’s simply the gaze of a child admiring their mother. And there’s nothing more beautiful or honest than that.

In the end, spectacle is eye-catching and occasionally necessary, but perhaps we should ask ourselves: are we finally learning to value what’s genuine over what’s aspirational?