From radio booths to viral reels, the Creative Director of Playground Magazine shares how a “yes-to-everything” mantra fuels his craft—and why music still sparks his spirit.
1 · Why We Started The Espíritu Presents Series
In this series we spotlight the thinkers, makers, and wanderers who embody Espíritu: curiosity, craftsmanship, and the courage to shape culture on their own terms. Today we sit down with Jose Hernández—better known as Jole—to unpack the creative heartbeat of one of the most influential Spanish-language media brands on the internet.
2 · What Is Playground Magazine?
Founded in Barcelona and now a global digital publisher, Playground pioneered a new breed of storytelling—short-form video essays, scrollytelling articles, and meme-sharp headlines that blend news, identity, and activism. In an era where a swipe decides what you learn next, Playground anchors its feeds in four core verticals:
- Entretenimiento
- Identidad
- Cultura
- Medio Ambiente
Those four pillars reach millions of viewers weekly, proving that serious journalism can coexist with irresistible design—and that new generations crave stories that mirror their values in real time.
3 · Creative Directors: Today’s Dream Job
Scroll TikTok career advice, and one title appears again and again: Creative Director. Once reserved for Madison-Avenue agencies, the role now fuels indie studios, streetwear labels, even solo-creator brands. Why the hype?
- Multidisciplinary freedom. Design, strategy, storytelling, data—it’s all on the table.
- Influencer crossover. Many creators direct their own projects and collabs, essentially acting as one-person creative departments.
- Culture impact. From campaign memes to global causes, CD decisions ripple across social media in seconds.
Jole’s journey shows how saying “yes” to different mediums can land you at the creative helm of a powerhouse publisher.
4 · Meet Jole—From Audio Producer to Digital Visionary
“Yo empecé como productor de audio, después me hice locutor de radio; por azares del destino, terminé como creativo en una agencia y—aquí estoy—brincando a un medio digital como Playground.”
That willingness to pivot defines his trajectory. Today, Jole leads teams who invent fresh formats “para informarse, divertirse y pasar el tiempo,” constantly testing how far narrative and design can stretch on a phone screen.
5 · The Weight of the Feed: Responsibility in the Scroll Age
“Con un gran superpoder viene una gran responsabilidad… Los medios como Playground deben humanizar el algoritmo y dar a la audiencia algo en lo que pueda creer.”
For Jole, accuracy and empathy are inseparable. Competing for thumb-time against independent creators means every headline must carry real facts—and real heart.
6 · A Creative Process Built on Sí
“Mi proceso creativo está casado con el sí. Si me invitan a probar nuevos tacos, voy. Si me invitan a otra religión, voy. Ver un filme de arte y un reality show que no me aporte nada… decir que sí me mantiene creativo.”
Openness becomes R&D. Every new flavor, song, or subculture is raw material for the next Playground vertical—or your own passion project.
7 · Fuel for the Spirit
“Algo que enciende mi espíritu definitivamente es lo musical: define cómo me siento, cómo me expreso y lo que quiero llevar a cabo.”
Music, then, is both compass and catalyst—proof that creative direction begins long before the pitch deck.
8 · Where to Follow the Playground
→ Dive into Playground’s latest stories.
→ Catch Jole on social as @Jolewood—occasional beats, random memes, total authenticity.
9 · Key Takeaways for the Espíritu Tribe
- Say yes. Curiosity scales creativity.
- Humanize the algorithm. Stories matter more than stats.
- Let music—or any ritual—prime your day.
Feel that spark? Share this post with a friend who’s dreaming of creative direction, tag us with your “sí moments,” and keep living con Espíritu.
