Iñigo BioscaCreative Director · Branded Entertainment
Ideas that turn brands into stories
Campaigns, branded entertainment, live experiences and identities, created on the network, agency and production sides of the business.
About & contact
Creative direction, branded entertainment and brand strategy
I work where creative direction meets brand strategy. For more than twenty years, I've created series, documentaries, campaigns and live experiences that people choose to watch.
Background
I started out in design and marketing, which taught me that an idea is only as good as the objective it serves.
Then came television. At Sogecablemedia (Cuatro, Digital+) and later Publiespaña, Mediaset España's ad sales house, I built brands into programming and created brand-owned content that played by the rules of entertainment.
In 2016, I co-founded TBC (The Brand Concept), the #SkateAndTie agency: skate for creative nerve, tie for business sense. As Executive Creative Director, I brought the skate. In 2021, we signed an exclusive deal with Atresmedia to bring brands into its scripted series.
At TBS, Telefónica's production company, I headed creative for Branded Content and Events, leading a multidisciplinary team of writers, creatives, designers and set designers. We made series, documentaries and live experiences for Burger King, VidaCaixa, Cervezas Alhambra, Coca-Cola and Ferrovial, and landed several of them on Movistar Plus+ and Prime Video. Fanáticos de lo Real (Real Fans) alone won five international awards in 2024.
That's how I came to know all three sides of the table: network, agency and production company. Today I work independently as BIOSCA.ID, with brands, agencies and producers. AI is making output cheap. Judgment, taste and a point of view are not. I use generative AI as a creative partner, never a shortcut, from strategy to concept to finished work.