+10 years shaping visual worlds.
From drawing to global creative impact.
At the core of Samlo Studio lie many of the elements that define its spirit: a creative studio that, over the past ten years, has built a strong international presence through the development of characters, visual worlds and narratives. Recognized globally — particularly within the U.S. and the Hollywood creative ecosystem — the studio operates at the intersection of animation, editorial production and brand strategy, shaping projects where visual language, storytelling and long-term vision come together.
Founded over a decade ago by Santiago María López, also known as Samlo, the studio emerged from a practice rooted in illustration, visual storytelling and character-driven worlds. What began as a personal creative exploration evolved into a broader studio approach, where characters, images and narratives became tools to create meaning across animation, editorial and brand projects, increasingly within international and entertainment-driven contexts.
Today, Samlo Studio functions as a flexible and collaborative creative platform, working closely with writers, producers, designers and cultural partners worldwide. Guided by its founding principles — a belief in storytelling as a powerful tool, visual language as authorship, and creative partnerships built on trust and depth — the studio remains committed to developing projects designed to endure.
About the founder.
Santiago María López, also known as Samlo, is an Argentinian Creative Director, Illustrator and Character Designer based in Barcelona and working internationally. His relationship with art began early, drawing from the age of four — an instinctive practice that gradually evolved into a disciplined creative path. Over the past decade, this foundation has grown into a body of work that bridges art, storytelling and strategy, shaping characters, visual worlds and narratives that connect ideas, cultures and audiences through visual language.
What started as a personal dedication to drawing has since evolved into a creative studio with global reach, helping brands, institutions and cultural projects define their identity, generate meaningful impact and build authentic connections with people through art. Guided by a strong sense of authorship, long-term vision and human values, Samlo’s work reflects a belief in creativity as a transformative force — one capable of translating purpose into form, emotion into image, and ideas into experiences that endure.
Creative services
We collaborate with brands, institutions and creators to build visual systems and narratives that endure over time.
CHARACTER DESIGN & VISUAL DEVELOPMENT
We design characters and visual worlds for animated projects, films, books and narrative-driven brands. From early visual exploration to production-ready assets, we develop characters, environments and visual languages that define the identity and tone of a project from the ground up.
EDITORIAL PRODUCTION
We conceive, develop and produce editorial projects from concept to publication. Working closely with authors, publishers and institutions, we oversee the entire creative process to ensure narrative coherence, visual excellence and a high production standard.
BRANDING & VISUAL IDENTITY
We design brand identities grounded in meaning, clarity and long-term vision. Our approach combines strategy and visual language to build brands that are coherent, recognizable and emotionally resonant.
BRAND STRATEGY
Strong brands are built on clear thinking. We help organizations define who they are, what they stand for and how they communicate — visually and conceptually.
CREATIVE DIRECTION & CREATIVE CONSULTING
We provide creative direction and advisory support for brands, companies and cultural projects. Acting as creative partners, we guide teams and projects through key creative decisions to ensure coherence, depth and quality at every stage.
LONG-TERM CREATIVE PARTNERSHIPS
We collaborate as long-term creative partners rather than short-term providers. Ideal for teams seeking continuity, depth and a shared creative vision — including the development of visual worlds, limited editions and creative collections that extend the brand beyond traditional formats.
Editorial production
Creating a book is a meticulous process where every decision matters. From the first concept and character design to the final illustration, layout, and production, each step shapes how the story will be experienced and remembered. Especially in children’s and illustrated books, nothing can be rushed or treated lightly—every detail must be crafted with intention and care, because a well-made book is not just read once, it lives on through time.
2025: Es bueno que existas – Published by UFV and written by Jaime Rodriguez Díaz and Enrique Tapia Sanz. I participated as illustrator and creative director alongside Lorea Bringas from Amor Seguro.
2023: The Book That Changed Everything – Written by Allison Regina Gliot and Character designing, Visual development and Creative Direction by Santiago María López Piuma alias Samlo.
2024: La abejita Beena y el oso pardo del bosque – Written by Guillermo Dillon Montaña and Illustration and editorial design by Santiago María López Piuma alias Samlo
2023: Salmones, hormonas y pantallas – Written by Dr. Miguel Ángel Martínez-Gonzalez and cover Illustration by Santiago María López Piuma alias Samlo
2023: I was hired by Matt from Yes Theory to design The Second Yes Theory Podcast cover. I worked as a graphic designer and illustrator on this project and it was, one more time, an honor.
2020: I was hired by Yes Theory to design The Yes Theory Podcast cover in collaboration with Headspace Studios. I worked as a graphic designer and illustrator on this project and it was an honor.
Head of Animation
Creating animation is a meticulous process where every frame carries meaning. From the first concept and character design to movement, timing, and final composition, each decision shapes how the story is felt and remembered. Especially in animated storytelling, nothing can be rushed or treated lightly—every detail must be crafted with intention and care, because a well-made film is not just watched once, it lives on through time.
2019: Will Smith and Tom Holland were the main characters in the animated movie, “Spies in disguise”, and I was the cartoonist and the 2D animator in the short film produced by Taylor Cut Films to promote the premiere of the movie in New York City and in Los Angeles, CA , CA. Client: Westbrook INC / Production: Taylor Cut Films
Motion & VFX: Up Inspiring Motion / Softwares: After Effects, Cinema 4D, Octane Render, Procreate. / Creative Team: Samlo (Santiago María López), Jean Estevào, Thales Natan, Renan Santa Terra, Eduardo Lunkes, Eliel Guimaraes, Stefane Kaller, Michelle Kaller, Melina Zanella and Igor Martins.
2023: I just worked in a little drop of this huge project directed by Luis Anzorena. I was the visual developement at the movie poster. I did the drawings and Zuriñe Lafón did the graphic design. What’s this movie about? This documentary traces the career of renowned Spanish dolphin trainer José Luis Barbero and the events leading up to his shocking death in 2015.
2019: I have been working as a Concept Artist and 2D animator through Taylor Cut Films for a Marvel Studios short movie commercial. It was an honor to have met such talented creatives.
Samlo: Creative Director and sacred artist of the First pilgrimage sanctuary of Saint Carlo Acutis in the world.
As Creative Director of the world’s first chapel dedicated to Saint Carlo Acutis, currently under construction in Mendoza, Argentina, he leads the overall artistic and conceptual vision of the project. Working alongside architects and artisans, he defines a creative identity rooted in simplicity, light and transcendence, shaping the chapel as a spiritual experience rather than just a physical space.
He is also responsible for the design and artistic direction of the chapel’s sacred art — including stained glass windows, the Stations of the Cross and visual imagery — conceived as visual prayers that integrate light, form and contemplation in harmony with the architecture.
Motivational speaker experience
“The yes that changed everything.” Before the pandemic, Santiago María López (Samlo) began delivering motivational talks for young people and professionals, centered on perseverance as a key driver of success. Drawing from his creative journey, these talks explore creativity as a tool for growth, resilience and purpose.
Since 2019, he has delivered over 300 talks across multiple countries worldwide, building an ongoing dialogue with diverse communities rooted in the belief that “a true act of creativity always sparks another.”
LightBox Expo experience 2026
LightBox Expo 2026 will mark my second time attending one of the most important gatherings in the worlds of animation, illustration, and visual storytelling. This year, I’ll have the privilege of participating not only as an artist, but also as a professional speaker, presenting my keynote “The Business of Art: Building a Sustainable Creative Career.” The talk will explore lessons from more than a decade of working as a professional creative, sharing insights on building a meaningful artistic career, collaborating with global brands, developing personal projects, and finding ways to transform creativity into a sustainable long-term profession.
Beyond the presentation itself, I’m looking forward to connecting with some of the most talented artists, animators, illustrators, and creative leaders in the industry. LightBox Expo offers a unique environment where ideas, opportunities, and friendships come together, making it an inspiring place to reconnect with old friends, meet new members of the creative community, and contribute to conversations that help strengthen and elevate the industry. Above all, I hope the keynote provides valuable perspective and practical encouragement for the artists attending, leaving them with ideas, tools, and motivation they can carry forward in their own creative journeys.
LightBox Expo experience 2025
LightBox Expo 2025 marked one of the most meaningful creative networking moments for Samlo Studio. Presenting its work and engaging with a global community of artists, studios and collectors at one of the world’s leading gatherings for animation, illustration and visual storytelling reinforced the studio’s commitment to character-driven, narrative-focused creative practice.
The event became a space for exchange and inspiration — bringing together concept artists, animators, illustrators and creative directors whose work continues to shape the future of the entertainment industry. For Samlo Studio, it was not only an opportunity to share its visual worlds, but also to connect with peers who value craft, authorship and long-term creative vision.
Samlo Studio is deeply grateful to everyone who stopped by, shared conversations and contributed to making the experience a memorable celebration of art, creativity and the people who bring imagination to life.
For all the nurses that have been on the front line during the pandemic.
Directed by Samlo
In honor of incredible nurses I met in September 2020, I have brought, with the iPhone 12 Pro Max, the story behind the quarantine through the eyes of young nurses that, after finishing their studies, were forced by the COVID-19 to come out from their comfort zone to fight for thousands of lives.
TEAM
Directed by Samlo | Produced by Meritxell Mateu | Assistant Director Isabella Delgado | Script by Akira Konno, Rodolfo Chang and Samlo | Photograohy by Samlo | Sound Edition by Rodolfo Chang | Music by Juan Luis Velázquez and Rodolfo Chang | Edited by Akira Konno | Assessment by Efrén Cuevas and Marga Gutiérrez
SPECIAL THANKS TO THIS AMAZING NURSES
Eva García Perea, Adela Zabalegui, Paloma Rod´riguez Gómez, Ana Sancho, Mónica Navarro Toribio, Ainara Albaladejo Santamaría, Esther Gómez Cordero, Sol Molina Conesa and Gonzalo Martí.
«A true act of creativity always sparks another.»
Always together.
«If you want to go fast, go alone; but if you want to go far, go together.»
