Campaign’s Creative Faces to Watch 2026 – Paulina Ruiz De la Torre, Art Director, Serviceplan Experience
Campaign’s Creative Faces to Watch 2026 – Paulina Ruiz De la Torre, Art Director, Serviceplan Experience
Age: 27
Country: United Arab Emirates (UAE)
Nominated by Sameer Suri, Creative Director:
There are two types of creatives in advertising. The ones who chase awards. And the ones who chase approval. Paulina is neither of those. Paulina is Paulina. She puts love into every campaign she’s on. The stuff you point out in one project always shows up fully solved by the next one. And it’s not just the speed of learning that’s scary. It’s the taste. She has an internal filter that you can’t really teach. I trust her eye. I trust her judgement. But I just can’t seem to trust her on a personal level. It’s probably her ability to say the funniest stuff with a goated poker face. Either way, I plan to keep her on our team for as long as I’m still allowed to run one.
Career highlights
Paulina is an Art Director and multidisciplinary designer born in a city hidden between the “E” and “X” in Mexico, now calling Dubai home. Not entirely sure whether she dreams in English or Spanish, but she knows she dreams in vivid colours and shapes. After working across brands like Toyota, Red Bull, Puma, Pepsi, Mercedes-Benz, Etisalat, and others across the UAE, KSA, Oman, and Mexico, she realised she never really outgrew drawing; she just traded crayons for bigger canvases.
Guiding principles
Always striving to create ideas she’d want to see on the streets and proudly say she worked on, making sure not even a single typo slips through. Her focus is on building visuals that connect with people, challenge standards, and leave a lasting impression.
Side hustle
She develops personal illustrations and visual narratives focused on inclusive identity and self-expression, exploring perspective through colour, shape, and emotion. Some artists have muses. She has her cat.
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