CREATIVE DIRECTOR / FOUNDER

Raül
Locco

CREATIVE DIRECTOR / FOUNDER

Raül Locco

“Advertising creative was almost an accident. I actually wanted to fly for the U.S. Navy.”

That tells you something about Raül Locco. He has never fitted neatly inside one discipline. Advertising, brand, product, business, image, technology and culture have always been different doors into the same obsession: turning an idea into something people can feel.

His career was not built on a corporate motorway. It was built through agencies, family businesses, London nights, Miami projects, startups, boardrooms and ventures of his own. Not a straight line. A larger field of vision.

The unexpected
as a discipline

The unexpected as a discipline

Born in Segovia, Spain, Raül learned early that the interesting route is rarely the obvious one.

For him, creating is not a department. It is the language he uses to understand business, people and possibility.

He absorbs everything — streets, music, products, behaviour, images, systems — then connects what other people keep in separate boxes. The result is often unexpected, but never arbitrary. That is the Locco part.

THE FIRST STAGE

J. Walter Thompson

THE FIRST STAGE

J. Walter Thompson

While still at university, Raül entered J. Walter Thompson through interview and joined the creative department — the first professional stage for a mind already unwilling to stay inside one lane.

At JWT he worked inside the rhythm of a major international agency, contributing to creative thinking for global brands. It taught him the craft — and confirmed that he would eventually need to build his own way of working.

Later stages took him abroad and closer to music, fashion, culture and entrepreneurship. Each move added another instrument: direction, marketing, product, operations and the ability to make things happen with very little machinery.

London, 2012. Locco Committee is born.

London supplied the noise: street culture, fashion, nightlife and the conviction that a creative company could feel more like a band than an office. Locco Committee began as a way of working and a way of living — concept-driven, visually obsessive and allergic to safe answers.

From London to Madrid and later Miami, it moved across brand, image, entertainment, digital experience and projects of its own. The shape kept changing. The attitude did not.

From the beginning, Raül was clear about one thing: avoid the reflexes of corporate agencies and build from concept, instinct and ideas with enough character to stand on their own.

That philosophy became the Locco code: every job needs a soul, every visual choice needs a reason and every project should carry more care than the client expected. Convention is useful only when you know exactly why you are breaking it. That is the root of Locura Absoluta.

The Locco
Code

Concept before fashion. Soul before content. Judgement before tools. Work hard enough for the result to look inevitable — then leave enough danger in it to make people feel something.

Start

Our
Way

Our Way

NEXT CHAPTER

The unexpected as a discipline

Born in Segovia, Spain, Raül learned early that the interesting route is rarely the obvious one.

For him, creating is not a department. It is the language he uses to understand business, people and possibility.

He absorbs everything — streets, music, products, behaviour, images, systems — then connects what other people keep in separate boxes. The result is often unexpected, but never arbitrary. That is the Locco part.

J. Walter Thompson

While still at university, Raül entered J. Walter Thompson through interview and joined the creative department — the first professional stage for a mind already unwilling to stay inside one lane.

London, 2012. Locco Committee is born.

From the beginning, Raül was clear about one thing: avoid the reflexes of corporate agencies and build from concept, instinct and ideas with enough character to stand on their own.

That philosophy became the Locco code: every job needs a soul, every visual choice needs a reason and every project should carry more care than the client expected. Convention is useful only when you know exactly why you are breaking it. That is the root of Locura Absoluta.

The Locco Code

Concept before fashion. Soul before content. Judgement before tools. Work hard enough for the result to look inevitable — then leave enough danger in it to make people feel something.

Start

START

The Locco
Code