Laia Grassi

Laia Grassi is a creative director focused on advertising and artificial intelligence. She began her public activity around 2015, when her work as an art director at Proximity Barcelona started appearing across industry festivals and trade press. That year her name surfaced in award-winning campaigns —such as Škoda’s “70 Guardians of Winter”— and in projects for brands like Volkswagen, Audi and IKEA, clear signals of a rising trajectory. Since then she has kept a strong professional presence —including Instagram as @laiyls— centered on campaigns that blend design, data and innovation.

Over time, Grassi shaped a hybrid profile, bridging strategy and hands-on creativity with generative AI. Her portfolio showcases creative research and teaching linked to art direction with AI tools, as well as collaborations with global brands such as Coca-Cola. Her thinking revolves around how automation, data modeling and visual storytelling coexist with craft and intuition. This path led her to speaking, mentoring and advisory roles —including training linked to Miami Ad School— with a personal brand that mixes a didactic tone, experimentation and results orientation.

Beyond the ad industry, she gained wider recognition through public, verifiable links. On television she appeared as a guest on “Viajando con Chester,” interviewed by TV host and publicist Risto Mejide, with whom she also maintains a well-known relationship. Years earlier, her private life made headlines due to her relationship with footballer Alexis Sánchez, then at FC Barcelona and Arsenal. These appearances expanded her reach beyond advertising circles.