Born in the Mediterranean city of Barcelona, Joan Calduch is currently freelancing for a few companies helping out on the creation of their ecommerce sites ( Leanelle / A Little Tofu )Previously he had been Art Directing the Korean beauty brand Superface for two years. Helping on developing its branding and products since the establishment of the company.

Throughout his time at Superface, and along with his team, he was in charge of product and packaging development and design, created and managed the online stores – both front and backend, conceptualized and defined the look of the offline store unit displays and shot and edited most of the product pictures for web and media among other tasks.

Involved in the field of CGI / design and media creation for more than 10 years. Joan has worked for companies in Europe, USA and Asia developing creative and technical solutions.

Pior to coming to Superface, Joan spent five years in San Francisco where after graduating from a masters degree at the Academy of Art University of San Francisco started interning at Aatma Studio where he worked on pipeline tools for a Youtube Lab video commercial. Shortly after the completion of that project, he went to work for Third Motion, which was a cutting edge 3D digital marketing agency focused on using avatars to build powerful and unique mobile and web experiences.

Back in Barcelona, Joan had worked developing and creating educational presentations as a teacher at the University, Centre de la Imatge i la Tecnologia Multimèdia – UPC (Universitat Politècnica de Catalunya). He was also part of the EGM team, a CGI studio that was the main supplier of images for catalogs and web for the Spanish car brand Seat.



Product, packaging, store displays and graphic design


Wordpress management, front-backend design, newsletter design


Conceptualizing and Executing Ad Campaigns


Creation of media content for brand websites, publications and stores

Professional Experience


September 2016 - Present

Art Director / Co-founder

Design and Product development services


May 2014 - May 2016

Art Director

Responsible for conceptualizing and aiding in the direction and creation of cosmetic products.


July 2012 - February 2014

3D Technical Artist

Responsible for 3d Assets creation, maintaining and building rigs (Body and Facial), camera layout, MoCap and Re-targeting to character Rigs. Also, in charge of Pipeline Tools Development for Maya (Python) and Lighting in Unity3D.


June 2012

Technical Artist Intern

Helped define workflows and developed Tools and Scripts to optimize and speed up several time consuming tasks. GUIs for Maya (Python) and After Effects (JavaScript) were additionally created to make scripts usable for anyone at the company.


January 2008 - July 2008

CG Generalist

Provided modeling, animation, texturing, lighting, rendering and compositing for several magazine ads for the Spanish automobile brand Seat.


September 2006 - July 2008


Responsible for designing, implementing and teaching several classes about Photography and CGI to undergraduate students.


Academy of Art University

January 2009 - May 2012

Masters in Character Animation and VFX

Worked on several collaborative animation projects, further learning and developing his generalist skills and exploring new ways of telling stories. He also focused on technical aspects, creating an online project management system and several tools for Maya.


September 2003 - June 2006

Undergraduate in Photography and Digital Media

Started studying photography but early in the undergrad Joan developed a high interest in Computer Graphics leading to his final career project where he created multiple courses teaching how to generate realistic product images using 3D Software.