Latest
©2026
The FRESH campaign with Marián Čekovský — produced entirely with AI, concept to film.
Campaign · Art direction · AI production
( Independent art director & multidisciplinary designer )
Ideas made impossible to ignore.
I create identities, campaigns and digital experiences by combining art direction, design and AI‑native production.
Currently open to one long-term creative partnership.
Brand design↗
Art direction↗
Campaign concepts↗
AI creative production↗
[ 01 ]
The maker
Joshua Samuel Paquete
( Behind the work )
I did not begin in an art school. I studied information and network technologies, then learned design through real briefs, real clients and real deadlines. Agency, in‑house and independent practice taught me that good creative work is not only about taste — it is about turning one strong idea into a system that stays clear across every format.
Today I work as an independent art director and multidisciplinary designer from Slovakia, collaborating directly with clients and building small specialist teams when a project requires it. I do not use AI to avoid creative decisions — I use it to make more ambitious decisions executable.
— Joshua Samuel Paquete
Founder & Creative Lead, Woetive Work with me
Founder & Creative Lead, Woetive Work with me
( Tools follow the idea )
I choose tools according to the project rather than building the project around a tool.
Design
- Photoshop
- Illustrator
- InDesign
- Figma
Digital
- WordPress
- Elementor
- WooCommerce
- HTML / CSS
Campaigns
- Meta Ads
- Google Ads
- GA4
- Tag Manager
AI & prototyping
- Image generation
- Generative video
- Creative automation
- Claude Code
Good enough is the most expensive thing a growing brand can buy.
AI has made average visual production cheap and widely available. That makes strong ideas, art direction and taste more valuable — not less. The advantage is no longer access to the tool. It is knowing what to create with it.
[ 02 ]
Experience
From IT student to independent creative lead.
My path was not linear. I started in information and network technologies, moved through a local agency, in‑house marketing, e‑commerce and independent practice. That mix is why I can connect creative ambition with how projects are actually built, launched and maintained.
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Education
Information & Network Technologies — Ostrovského, Košice
Technical systems, networking and IT. I moved into design later, but the technical background still shapes how I approach digital products and implementation.
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Early career
Junior creative — local agency, Rožňava
Entered the industry through a small agency — everyday client communication, graphic design and production.
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In-house
Automotive marketing — Opel & Hyundai
Moved in‑house to understand how creative work operates inside a commercial organisation — marketing communication for automotive brands and dealerships.
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WHAD
Designer & creative partner
A part‑time collaboration grew into WHAD, an independent agency with an office in Bratislava. I worked across branding, digital design and client projects while helping shape the agency’s visual output.
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Mobilonline
Lead designer / independent creative partner
A hybrid in‑house and freelance model. Mobilonline became my primary client — e‑commerce, campaigns and the redesign of a new online store in collaboration with For Best Clients.
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For Best Clients
Long‑term design & web collaboration
Worked with the development team on multiple websites and e‑commerce projects, connecting UX/UI design with practical implementation on the Grandus platform.
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FRESH & LABAŠ
Art direction & ongoing creative partnership
Campaign concepts, key visuals, print, digital assets and retail materials. The partnership includes two major campaigns featuring Marián Čekovský.
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Woetive
Independent creative practice
A small freelance setup covering brand, campaigns, web and performance work. Mentored a junior designer from first commercial projects to an agency‑level creative role.
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Today
Art director & multidisciplinary designer
I work with a small number of long‑term clients while opening capacity for one new partnership where I can contribute consistently, take ownership and grow the creative output over time.
[ 04 ]
Proof
( How I work )
One creative lead. One consistent standard. From the idea to everything that ships after it.
Direct collaboration — trusted specialists when the project needs them.
( Experience )
0+
Years across agency, in‑house and independent roles
From IT student to creative lead
( Campaigns )
0
National campaigns with Marián Čekovský for FRESH Plus
Concept, art direction & AI production
( Trusted by )
0+
+15
Average reply — 0h
Client relationships across industries
+15
Process
4 steps
The goal is not one impressive presentation — it is a direction that survives real‑world use.
- 01Understand
- 02Direct
- 03Build
- 04Extend
One opening — for a new long‑term creative partnership.
Start a project
[ 05 ]
Capabilities
( 01 )
Brand direction
Positioning, identities and visual systems for brands that need a clearer and more recognisable presence.
( 02 )
Art direction
The part I love most — campaign concepts, key visuals and visual worlds designed to remain consistent across every output.
( 03 )
Digital experiences
Conversion‑aware websites and e‑commerce experiences where brand, usability and business goals work together.
( 04 )
AI creative production
AI integrated from concept development to final production — campaign imagery, motion, product scenes and scalable asset systems.
( 05 )
Creative rollout
The practical adaptation of one idea across social, print, retail, display, video and ongoing brand communication.
[ 06 ]
AI-native workflow
Production changed.
Creative standards should not.
AI has made visual production faster, but speed alone does not create better work. My role is to direct the process: define the idea, build the visual language, maintain character and product consistency, and turn generated outputs into a campaign system that works across real formats.
01 — Concept
Developing visual territories and campaign ideas before generating individual assets.
02 — Direction
Defining composition, lighting, casting, styling, camera language and brand behaviour.
03 — Production
Creating high‑quality campaign imagery and motion without depending on a traditional production pipeline for every output.
04 — Scale
Adapting one visual world across social, print, display, retail and video while protecting consistency.
AI makes more outputs possible. Art direction makes them belong to the same campaign.
[ 07 ]
In their words
“We’ve worked with Woetive since 2023. From day one we’ve valued the wider perspective every brief gets — insights and recommendations drawn from real experience.”
“Together we designed our new website. The creativity and precision visibly modernised our visual identity and raised our brand’s profile.”
“With Woetive we’ve built several e‑commerce stores for clients running on Grandus. What I value most is the human approach, fair communication, and the speed at which changes get done.”
“We’ve collaborated on many projects, from websites to branding — and every time, the professionalism and creativity surprised me.”
( Manifesto )
Good enough is the most expensive thing a growing brand can buy.
Woetive — est. 2026
[ 08 ]
Contact
Let’s build work
people remember.
I keep my client roster intentionally small — currently opening capacity for one long‑term collaboration with a brand, studio or marketing team.