Art direction for global fashion and lifestyle brands, including Tommy Hilfiger, FENTY x PUMA, Reebok, Savage x Fenty and more. At General Idea, Guadalupe shaped campaigns, visual identities and concepts for brand moments, product drops and cultural activations. She directed still-life and lifestyle shoots, built AI-generated visual worlds and campaign mockups to move ideas forward faster, and designed the pitch decks behind new business and global presentations. On select campaigns she also shot for social. Working closely with strategy, production and account teams, she delivered integrated creative across digital, OOH and experiential.