About - Pablo Iriarte | Freelance Creative Lead

About

Idea maker, corporate buffoon, professional headbanger.

Normally you’d get a polished third-person intro here. Instead, you get me.
I'm Pablo Iriarte Urdiain Freelance Creative Lead & Copywriter, based in Berlin.

Yes, I’ve directed campaigns, done the concepting, the copywriting. And while the work section might look car-heavy, those projects just happen to be the flashiest to show.

But what I actually love is creating ideas.

Most of the time they turn into writing. I’m working on several books at once. None finished, naturally. Sometimes it’s photography. I used to shoot live music, now it’s mostly street. Lately it’s also been voice-over and voice acting , in Spanish, of course. Yes, I'm here for your Puss in Boots impersonación.

But through it all, music has been the backbone. Tell me about a new band you love and we’ll be friends.

So yeah, this is me. A short version of my story. Oh, also I love stories. Writing them, listening to them, all kinds. If you’ve got one to share, click the “let’s talk” below.

That’s it. What’s the “corporate buffoon” about, I hear you ask?
Well, that's a great story.

WORK EXPERIENCE

2025-202? | Freelance | Creative Lead & Copywriter

Eager to work with your brand, agency, or startup. Open (and more than willing) to go beyond automotive. From global campaigns to tiny, targeted branded content, I can bring a lot to the table.

Currently teaming up with Amaia Sarriguren for a flexible creative duo setup.

2022-2024 | Monks | Creative Lead & Copywriter

• Led the global campaign for BMW i4 and 4 Series, overseeing creative direction and execution across online and tailored social channels.

• Directed multidisciplinary teams of designers, producers, and strategists in Lisbon and Cape Town to deliver large-scale productions.

• Guided and mentored interns through a structured program, providing constructive feedback on writing and creative concepts.

• Developed global campaign toolkits ensuring content could be adapted and localized by markets worldwide.

• Collaborated with clients and stakeholders to refine copy and maintain alignment with brand voice and strategic priorities.

2019-2022 | DDB Germany | Senior Creative Copywriter

• Lead campaigns for Volkswagen including the ID.5 launch and ID.4 world reveal at IAA, producing high-impact content for global channels.

• Partnered with visual artists (e.g., NONOTAK) to deliver innovative campaign storytelling.

• Produced content across social, YouTube, and display, ensuring consistency across brand touchpoints.

• Created proactive awareness campaigns for Reporters Without Borders during COVID-19.

• Managed localization of creative assets for multiple European markets.

• Created and adapted CRM content to align with brand tone and market needs.

2018 | Adam & Eve London | Creative Copywriter

• Selected to join a pan-European creative sprint with top talent from DDB offices across Europe.
• Contributed as a copywriter to the one-month final sprint pitch for Volkswagen’s European account.

2018-2019 | Brother Barcelona | Assistant Professor

• Mentored students in storytelling, tone development, and creative validation.

• Helped shape next-gen creatives, many of whom earned national recognition for concept-driven work.

2017-2019 | DDB Spain | Creative Copywriter

• Developed award-winning campaigns including The Most Expensive Golf Ever for Volkswagen Golf R (EFFIE Award).

• Supported international pitches and rollouts for Volkswagen and Audi.

• Advanced from intern to mid-level creative, working on ALDI campaigns with strong focus on OOH and digital channels.

2017 | DDB Barcelona | Copywriter Trainee

• Awarded a scholarship from Brother Barcelona creativity school; selected by Creative Director Alex Ademà to join the Audi account.
• Contributed English copywriting and creative ideation for the Computer Spiele Museum campaign, which earned multiple industry awards, including two Cannes Lions.
• Secured immediate hire as Junior Copywriter on the Volkswagen account following the internship.

AWARDS

Computer Spiele Museum - History Worth Playing

2017 | Cannes Lions International Festival of Creativity — Silver Lion Radio (Entertainment & Leisure), Bronze Lion Radio (Use of Audio Technology)

2017 | El Ojo de Iberoamérica — Gold Media (Use of Audio), Bronze Radio

2017 | El Sol, Festival Iberoamericano de la Comunicación Publicitaria — Gold Media, Shortlist Radio, Shortlist Integrated, Shortlist Print, Shortlist Outdoor, Shortlist Digital

2018 | Art Directors Club of Europe — Nominated Film & Radio

2018 | Club de Creativos (CdC) — Anuario Experiencia Usuario, Anuario Ejecución Digital

2018 | LAUS ADG — Plata Instalaciones Interactivas

Volkswagen - Golf R Unlimited Edition

2019 | Effie Awards

EDUCATION

Cert. Leadership Out of the Box

2025 | Queen Mary University of London (Online with Coursera)

Cert. Branding: The Creative Journey

2025 | IE Business School (Online with Coursera)

Cert. Creativity & Conceptualization

2015-2017 | Brother Escuela de Creativos (Barcelona)

B.A. Advertising & PR

2013-2017 | Universitat Internacional de Catalunya (Barcelona)

THINGS I LOVE AND RECOMMEND

The Foo Fighters.

Foo Fighters were the first rock band that felt like they were mine. Strange, since I didn’t speak a word of English back then. I just sang along in nonsense syllables. Then I started translating their songs one by one, and that’s how I learned English. All thanks to Foo Fighters. With this album. What a nerd.

S. by J.J. Abrams and Doug Dorst - Book.

Even if you’re not into puzzles, you’ll get lost in S. by J.J. Abrams and Doug Dorst. It’s a book inside a book, full of notes, postcards and maps between the pages.

I know, it’s from a film director and he didn’t even write it, just had the idea. Of course, as a copywriter I could have dropped some obscure author that moves me in deep ways. But it’s my website and there’s a good chance no one will ever read this. So here it goes.

Sound City: Real To Reel - Album.

Great you clicked on this one because this might be one of those golden music albums that has no bad songs in it. Even if you’re not into rock and roll, you’ll find Stevie Nicks’ You Can’t Fix This or Centipede. If you’re into punk you can’t escape Your Wife Is Calling, and if you’re my friend you’ll know Mantra is one of my favourite songs ever.

Sound City: Real to Reel is what happens when some of the best musicians alive get locked in a room with a legendary console and just play. Enjoy!

Birds Aren't Real - A Conspiracy Theory

Even if you’re not into conspiracies, you’ll laugh at the idea that pigeons are government drones. If you’re into performance, the marches with “Birds Aren’t Real” signs are pure theater. It began as parody, mocking far-right rallies by staging something even more absurd. That’s the beauty of it : nonsense that exposes nonsense. Flat Earthers are cute too, but don't get me started.

Don't look in here.

Got ya. Too easy.

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Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. 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Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. Who knows :)Did you notice there are hidden messages in every photo? I mean, don't expect much. They won’t change your life, but if you leave your mouse on them, or click very hard on your phone, you might get a half smile, maybe even a laugh. Who knows :)

Let's talk!

Impressum.