· S e r g i o A y a l a | C r e a t i v e D e s i g n ·
[ · O p e n T o W o r k · ]
[ · s e e · m y · w o r k · ]
·Hello!
I'm
Sergio
Ayala·
Senior Art Director & Photographer. Based in Bogotá, Colombia. I approach projects with a global vision, talking with the client to understand their brand and its DNA, focusing on what is the best way to implement an idea for the project, and how to translate it across various media: from web architecture and user experience design, to photography, illustration, and comprehensive branding.
This portfolio itself was built using vibe coding, combining AI-assisted development with my UX/UI expertise, and is fully optimized for both traditional search engines and AI-powered search.
[ · Scroll to explore · ]
· " D e s i g n
- can be art ·
- can be aesthetics ·
- is so simple,
that's why it's so complicated." ·
— · P a u l R a n d ·
Available for freelance — 2026
As a UX/UI designer, my goal is to transform a brand's vision into engaging digital and tangible experiences that are clear and authentic. I currently work as an independent freelance professional, helping my clients to tell their stories through design.
I'm now embracing vibe coding, using AI with my creative Art Direction skills to take them to the next level and build exceptional projects like this portfolio.
10+ years
·
50+ projects
·
Bogotá → Worldwide
My work is an extension of my lifestyle: I am constantly learning about technology, tendencies, techniques. Always looking for references. I look for aesthetics everywhere, whether in the forms of nature, architecture, urban colors, pop culture or everyday details.
I strongly believe that constant learning is the best way to create good design.
·
·
M
a
s
t
e
r
i
n
g
·
·
Y
o
u
r
·
B
r
a
n
d'
s
·
D
N
A
·Let's discover
what sets
your Brand
Apart.
It's
DNA·
My process begins with listening. It's not just about delivering a design, but about co-creating a visual language, that is the way to create good design. By talking with you we can understand your Brand's DNA, translating it coherently into any format you need, whether it's relaunching your web platform, defining your photographic style, or conceptualizing your entire branding. Let's work together to ensure your design doesn't just look good, but feels authentic and delivers a tangible impact on your audience.
You can explore what I've studied in the certificates gallery below and experience what I've done with it throughout this very project.
01 / 09
[ · ART DIRECTION · ]
Senior Art Director with over 10 years of experience in brand identity, editorial design and digital products. This section holds a selection of that work, sorted by discipline. Pick one from the panel below and explore.
· S e l e c t e d W o r k ·
Click a category to expand its list, then select any title to preview the image.
- Isla en Uyuni Uyuni, Bolivia Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Laguna Azul Atacama, Chile Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Laguna Blanca Bolivian Andes Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Rumbo a Uyuni Bolivian Altiplano Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Cajón del Maipo Cajón del Maipo, Chile Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Dalí Desert Sur Lípez, Bolivia Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Andean Flamingos Bolivian Andes Canon EOS Rebel T1i EF-S 18-55mm f/3.5-5.6 IS 2016
- Kotor Landscape Kotor, Montenegro S. Galaxy S23 Ultra S23 Ultra Ultrawide 2024
- Petra Horizon Petra, Jordan Fujifilm X-T4 XF 21mm f/1.4 2026
- Dubrovnik Streets Dubrovnik, Croatia Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Wandering Fox Braga, Portugal Fujifilm X-T4 XF 21mm f/1.4 2026
- Asturian Folklore Asturias, Spain Fujifilm X-T4 XF 70-300mm f/4-5.6 2023
- Doing the Laundry Porto, Portugal Fujifilm X-T4 XF 70-300mm f/4-5.6 2023
- Sevilla Streets Seville, Spain Fujifilm X-T4 XF 21mm f/1.4 2023
- Ponte de Lima Ponte de Lima, Portugal Fujifilm X-T4 XF 70-300mm f/4-5.6 2023
- People of Sevilla Seville, Spain Fujifilm X-T4 XF 21mm f/1.4 2023
- Ojo Sevillano Seville, Spain Fujifilm X-T4 XF 18-55mm f/2.8-4 2022
- Beauty, Nantes Nantes, France Fujifilm X-T4 XF 18-55mm f/2.8-4 2021
- Biarritz Biarritz, France Fujifilm X-T4 XF 18-55mm f/2.8-4 2021
- Istanbul Streets Istanbul, Turkey Fujifilm X-T4 XF 21mm f/1.4 2026
- Dog Cota, Cundinamarca Fujifilm X-T4 XF 18-55mm f/2.8-4 2021
- Shenanigan La Mesa, Cundinamarca Fujifilm X-T4 Carl Zeiss Biotar 2023
- Fairy Woods Doniños, Ferrol, Spain Fujifilm X-T4 Carl Zeiss Biotar 2022
- Coming for You Bosnia & Herzegovina Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Crash Bosnia & Herzegovina Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Attack of Titan Doniños, Ferrol, Spain Fujifilm X-T4 XF 21mm f/1.4 2023
- Lady of the Rocks Perast, Montenegro Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Perast Perast, Montenegro Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- 12 Houses Venice, Italy Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Adrvan Mostar, Bosnia & Herzegovina Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Dubrovnik Dubrovnik, Croatia Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Kotor Montenegro Kotor, Montenegro S. Galaxy S23 Ultra S23 Ultra Telephoto 2024
- Rovinj Croatia Rovinj, Croatia Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Tourist Selfie Mostar, Bosnia & Herzegovina Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Parada refrescante Galicia, Spain Fujifilm X-T4 XF 21mm f/1.4 2026
- London Bridge London, UK Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Find the Rhombus London, UK Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- Medieval Bosnia & Herzegovina Fujifilm X-T4 XF 70-300mm f/4-5.6 2024
- At the Top Porto, Portugal Fujifilm X-T4 XF 70-300mm f/4-5.6 2023
- Sevilla Seville, Spain Fujifilm X-T4 XF 21mm f/1.4 2023
- The River Seville, Spain Fujifilm X-T4 XF 21mm f/1.4 2023
- Looking to Sky Cappadocia, Turkey Fujifilm X-T4 XF 21mm f/1.4 2026
- Indi Petra, Jordan S. Galaxy S23 Ultra S23 Ultra Wide 2026
- Beduinos Petra, Jordan Fujifilm X-T4 XF 21mm f/1.4 2026
- Ice Cream Houses Cappadocia, Turkey Fujifilm X-T4 XF 21mm f/1.4 2026
- Castillo de las Hadas Palácio da Pena, Portugal Fujifilm X-T4 XF 18-55mm f/2.8-4 2022
- Göreme Göreme, Turkey Fujifilm X-T4 XF 21mm f/1.4 2026
- Istanbul Ships Istanbul, Turkey Fujifilm X-T4 XF 21mm f/1.4 2026
- Jewels of Petra Petra, Jordan S. Galaxy S23 Ultra S23 Ultra Wide 2026
- Mont Saint-Michel Normandy, France Fujifilm X-T4 XF 18-55mm f/2.8-4 2021
- Old Tombs Petra, Jordan Fujifilm X-T4 XF 21mm f/1.4 2026
- Petra Details Petra, Jordan Fujifilm X-T4 XF 21mm f/1.4 2026
- Petra Petra, Jordan Fujifilm X-T4 XF 21mm f/1.4 2026
- Sweet Wine Porto, Portugal Fujifilm X-T4 XF 70-300mm f/4-5.6 —
- Tritón de Sintra Sintra, Portugal Fujifilm X-T4 XF 18-55mm f/2.8-4 2022
[ · p o l a r o i d s · ]
A growing collection of travel polaroids. Each polaroid here is a travel photograph pulled from years of work across landscapes, cities, and encounters worldwide. When the archive reaches 100 photographs, the full collection is printed as a limited edition photobook.
use the arrows [<<<] [>>>] to navigate the photos · click the one you like to full view
Photography has been part of my professional and personal work for years, from commercial and editorial projects to street and travel work across four continents. It is one of my passions, a discipline where composition translates into visually pleasing images. Every photo in this archive carries AI-generated metadata, making the portfolio fully searchable by people, search engines, and AI systems alike.
Illustration Portfolio
Digital illustration portfolio by Sergio Ayala. Fantasy concept art, dark fantasy illustration, D&D fan art, and character concept art created in Procreate.
Personal work and commissions
[ · I L
L U S T
R A T
I O N · ]
Digital, hand-drawn and mixed media illustrations for editorial, brand, contest, and personal projects.
2025
The Fat Dragon — Themberchaud Concept Art
DIGITAL
A fan concept piece inspired by Alexander Ostrowski's latest designs, painted in Procreate on an infernal palette of indigo, burnt amber and crimson. Themberchaud, furious over a hoard of gold and grudges. A free take on the D&D dragon.
2024
Andean Fairy — What If Fairies Were Born in the Andes?
DIGITAL
What if the mythical creatures of medieval European fantasy had been born in the Andes instead? A dark-skinned fairy with white hair, owl-butterfly wings, aguayo textiles and a golden tumi in hand. Part of a series reimagining European folklore with Latin American roots. Procreate, amber palette.
Sep — 2024
Flawless Victory — Meninas de Canido 2024
DIGITAL
Official proposal for the Meninas de Canido street art festival in Ferrol, Galicia. Velázquez's Las Meninas reimagined as a tarot major arcana: a baroque border collie (a nod to "Canido") over a hypnotic cosmic spiral, flanked by golden Galician architecture that represents the revival of the Canido neighbourhood in Ferrol. Inspired by tarot cards, the creation process was meticulous; you can follow how the concept developed in the accompanying images. The piece was featured in the newspaper La Voz de Galicia.
Mar — 2024
Rocker Ghost Geisha — When a Japanese Yūrei Picks Up a Les Paul
DIGITAL
A Japanese yūrei geisha, lover and master of rock and roll, plays her Les Paul before a red rising sun. A purple-and-gold kimono, a Noh-mask face and a hair ornament. My source of inspiration was ukiyo-e woodblock printing, which I tried to give a rock twist. Procreate.
2014
Mujer Crustáceo — A Surrealist Study in Transformation
WATERCOLOUR · INK
A personal, surrealist exploration of transformation, a study of metamorphosis. Watercolour and ink on paper.
May — 2014
Reconciliación — Between the Living and the Lost
WATERCOLOUR · MIXED MEDIA
A pink-haired woman and a male figure revealing part of his skull hold each other's gaze: life and death, love and loss, the fragile and the fearsome. Chrysanthemums, ink splashes and geometric shapes frame the emotional core. It was my response to the theme "Reconcili-ARTE" of the IV Faber-Castell National Drawing Contest: it won second place and was exhibited at the Museo de Arte Contemporáneo de Bogotá, 2014. Watercolour and digital finishing.
2019
Draconic Love — Commercial Dragon Illustration
DIGITAL · COMMERCIAL
A blue dragon and a red dragon curl into a heart around bold hand-lettered typography that plays on words: instead of "platonic love", it reads "Draconic Love". A commercial illustration created for a merchandise line: applied to apparel and accessories such as t-shirts and tote bags, plus an extra set of dragons for the Etsy shop profile. Vibrant pastel palette, fantasy character design and expressive lettering. Illustrator.
2024
Colibrí Lisérgico — A Heartbeat in Full Color
MIXED MEDIA
An experimental illustration: a hummingbird crosses into the lysergic world and begins to transform, dissolving among waves of color until its outlines are gone. Deep in the trance, the only thing that holds is its heart, beating hard while everything around it turns to pure psychedelia. Watercolor and Posca marker.
2024
Benzaiten — The Goddess of the Arts, Updated
MIXED MEDIA
Benzaiten, the Japanese goddess of the arts, knowledge and everything that flows, brought into the present. With her six arms, before a copper-etched crimson sun, she holds the tools of my own craft: camera, guitar, brush and digital devices, offering a measure of her wisdom through each one. Another step in my exploration of Japanese art, painted as the cover for the illustration section of my old portfolio.
2024
Photography — Portrait of My Fujifilm X-T4
MIXED MEDIA
An illustrated portrait of my personal camera: a Fujifilm X-T4 with a telephoto lens, in its leather half-case, a halo of energy bursting from the lens over a pink gouache ground and a golden glint on the telephoto lens. Painted as the cover for the photography section of my old portfolio.
2024
Web Design — A Digital Being in the Ocean of the Net
MIXED MEDIA
A white digital being navigates the ocean of the net, connected to it through its fingertips. Its head is a screen. It moves across the ocean of the web, rendered in red and pink tones. Painted as the cover for the web design work of my old portfolio.
2020
Hugo & Molly — The Fungi Teachers of Quindiorellanas
DIGITAL
Hugo, a big wise mushroom, and Molly, a little mycelium who learns from his teachings. Mascot characters created for the children's workshops and illustrated recipe cards of Quindiorellanas, an oyster mushroom farm in Quindío, Colombia. Procreate.
