Valeria

Directing this App Store project for Microsoft 365 was definitely one of the highlights of the ongoing collaboration between @microsoft.design and @notreal.tv ✨ The App Store is where people first discover and experience applications, so that first visual impression becomes a huge part of how a product is perceived. Our challenge was to rethink and unify how Microsoft 365 products show up across the ecosystem, building a visual system that connects with each app’s identity through the synthesis of its iconography and key UI elements 🎨📱 The goal was to create images that feel distinctive, energetic, and instantly representative of each product, while still reinforcing the broader M365 ecosystem. Big thanks to the Microsoft Design team for the trust, and to the incredible team at @notreal.tv for making this happen ❤️

Still thinking about last week at @offfest Barcelona✨ Sharing a few snapshots from those days 📸, and from a moment that felt even more special experiencing it with Amelia at 9 months old 💖 Presenting, seeing our work out there, and celebrating it with the NotReal team made it all even better 🚀 And of course, running into friends and colleagues who continue to inspire us to do better work 🤍

Some projects don’t start with a brief. They start with a feeling. This piece is part of our R&D at NotReal, a space where we explore ideas, moods and atmospheres for products that don’t really exist (yet), but that we would love to bring into the world. It was developed a couple of years ago, and it’s still lovely to revisit and watch. Our way of designing desire. Of building sensibilities before there’s something to sell. Of imagining products and giving them texture and emotion. Directed by me, with the most beautiful team: @mech.i , @miltgon @loud_art , @ariexietrotiv , @linuszoll , @florenciaporreca , @juampi_wip and @giovanni_dubini on music 🤍

A few moments from my presentation in Bilbao last January, where I shared how we integrate AI into our creative process at @notreal.tv Thank you to @zorraquino for inviting me to take part in the IA Creative Session at Azkuna Zentroa. It was a pleasure to share the stage with @johwska @andrees_gil and @m1dj0 Grateful for spaces like this that encourage open conversations and the exchange of perspectives within our industry. I had an incredible time.

Creativity isn’t making beautiful art. It’s solving problems with style. 🎨 Valeria Moreiro. Co-Founder & Executive Creative Director, NotReal, Madrid and Buenos Aires. Microsoft. Google. Nike. Gente. Squarespace. eBay. The One Club for Creativity. Graphics for The One Show 2026. But here’s what matters: NotReal doesn’t chase trends. They mix ideas, take risks, work within constraints. At DDD26: “What Does It Mean to Be Creative?” Real processes. Work in progress. Honest answers. When problems aren’t interruptions they’re the creative act itself. Creativity isn’t a department. It’s where everything begins. DDD Milano. ⚡ 10th Anniversary Edition. May 7–9 📌 Superstudio Village milano.ddd.live #DDD26

For Amelia’s room 💖🏠

As sweet as you. 🍐❤️

So happy to share that the video I directed last year for ServiceNow won Gold at the @collisionawards ! 🏆 Loved finally receiving the physical trophy, such a great feeling! ✨ Developed @notreal.tv with an amazing team that poured heart and craft into every frame, and with the brilliant @nandocosta_art leading the vision on the ServiceNow side.

#ADCECreativeWeek'25 AI Creative Summit Talks — “How AI Reconfigured Our Creative Process” by Valeria Moreiro, Co-Founder and Creative Director at @notreal.tv “At NotReal, AI is no longer an experiment — it’s part of every project we take on. Over the past year, we’ve trained and refined AI workflows until they became an extension of our creative intuition. Most of the time, our team begins by developing images or compositions in Cinema 4D, which then serve as the foundation for further design exploration using AI. Starting from our own designs allows us to maintain full creative direction, ensures complete control over the image database, and guarantees full ownership of the work. We use Krea, ComfyUI / Stable Diffusion, and Topaz to supercharge this process — rapidly iterating on style, mood, and composition. This workflow combines the precision of 3D design with the expressive, experimental qualities of AI-driven generation, deepening the exploration phase while keeping creative and production standards fully aligned with the project’s needs. This integration hasn’t replaced creativity; it has amplified it. Our team now explores more ideas in less time, takes bolder creative risks, and focuses on the high-level decisions that make the work feel intentional. For us, AI isn’t just a tool — it’s a creative ally that has redefined how we work, allowing us to deliver ideas with more clarity, speed, and impact.” 👉 The AI Creative Summit (Nov 20–21, Barcelona), part of ADCE Creative Week (Nov 19–21), offers a practical playbook for integrating AI into your agency’s or brand’s creative process. Through intimate, candid talks, strategic insights, and real-world examples, each session is designed to free your teams from routine and refocus them on bold ideas and transformative work. 🎟 Hit the link in bio to get your pass.

Finally got around to developing these rolls I shot a year ago in London and New York 📸💜 There’s something magical about seeing moments come back to life after so much time — like opening a little time capsule. These were taken with my Canon A1 on tinted Lomography Tungsten film, and I’m kinda obsessed with the colors ✨ Always better exploring with my love @miltgon 🫶

It’s been such an honor to develop a full visual and motion system for @theoneclubforcreativity together with the amazing team at @notreal.tv ✨ I loved leading this project from concept to execution — shaping a creative language that’s deeply connected to the brand and built to evolve and scale in the years to come. A true labor of love, and one of those projects that remind me why I do what I do 💛 @miltgon @not__vale @robertoconnolly_ep @hago.loquepuedo   @luborzi @flortasso @martinorza @mech.i @juancioffi @macarena_mosquera @ariexietrotiv @soymaxdangelo   @larybranco @loud_art @nicomartinetti @rocketaudiostudio @nicolaspiccirilli @jose.fita @martin_muerza juuuaandi @agusdallavia @_jadearroyo @juliembex

Muy temprano percibí que venías con unas ganas inmensas de estar en este mundo. Llegaste llorando fuerte, con los puñitos bien cerrados. Cuando te tuve cerca, me enamoré de tus pies con dedos de pianito, tu poroto de nariz y tus orejitas de papel. Le hice caricias a tu pera diminuta y descubrí que te encanta la música. Bienvenida, Amelia: viniste a desarmarme en cuerpo y alma, y a llenarme de amor.