The CAS research group is pleased to welcome Eduard Baztán Pinadell, visiting researcher from the Open University of Catalonia (UOC), who will be joining the group from October 15, 2025, to May 15, 2026.

Eduard holds a degree and a master’s degree in Advertising and has over 20 years of professional experience as a creative director and graphic designer in advertising agencies and design and recording studios in Barcelona, Girona, and San Francisco. Throughout his career, he has combined professional practice with academic activity as a teacher and researcher in the fields of advertising creativity, graphic design, and sound production.

 He is currently pursuing his PhD with the thesis “Neuromarketing: How to enhance the creativity and well-being of professionals in the advertising industry in the age of generative AI.” His research explores the intersection of creativity, neuroscience, and artificial intelligence, aiming to empower creative professionals by combining human potential with computational creativity.

During his stay at UPF, Eduard will develop the project “Enhancing Advertising Creativity in the Generative AI Era,” hosted by the CAS group.

Eduard is also the founder of Voxelad, an initiative that brings together two decades of academic and industry experience to foster research, dissemination, training, and education around neuroadvertising and generative AI. Through Voxelad, he promotes scientific and outreach projects, educational programs, and collaborations with both academic institutions and the creative industry.

You can contact Eduard at [email protected]