[image]
[title]There are artists who function like antennas: they pick up what’s vibrating around them and give it back transformed into an image. Mendoza-born Tomás Würschmidt is one of them. He has lived in Buenos Aires for more than a decade, but his sensitivity remains connected to the mountains and the places in Mendoza he loved to visit.
A creative director, audiovisual filmmaker, photographer and visual artist, his work moves fluidly across disciplines with a clear through line: creating images with meaning—whether for a music video, a fashion campaign, a medium-length film or an art exhibition. His universe is marked by nods to the ’80s, pop aesthetics, iconic and fetishistic imagery, humor and an economy of resources, as seen, for example, in the renowned portrait of La Chola Poblete, the Mendoza-born artist taking the international contemporary art scene by storm, among many others.
Who is Tomás Würschmidt: a Mendoza-born creative director with a pop aesthetic
“I’ve never cared that much about how people see me—what matters to me is what I feel like doing,” says Würschmidt, who has worked with Miranda!, Los Fabulosos Cadillacs, Jazmín Chebar, Moria Casán, Conociendo Rusia and many other figures who now rely on his gaze.
“I’ve never cared that much about how people see me—what matters to me is what I feel like doing”
The visual style of Tomás Würschmidt: Mendoza roots and a language of his own
Tomás arrived in Buenos Aires looking for “people who spoke the same language,” and that’s where he found his scene. He defines his style as a mix of pop sensitivity, a collaborative spirit and an obsession with images that stand the test of time.
“I like working with little and with small teams; I’m not a minimalist, but I don’t need mega-productions. Whether it’s creative direction, art direction or film direction, I shape an idea so it reaches a good destination,” he explains.
He also acknowledges an ’80s DNA that runs through his work: “I love that moment in history—how films look, videos, colors, image quality, the type of lighting… I love everything about it.”
Tomás Würschmidt and music: music videos, tours and cover art
All those vintage elements are visible in the clips he has made for Miranda! and for Juliana Gattas’s solo project, as well as in his fashion campaigns for brands like Köstume.
“It’s hard for me to define what I do—maybe I’m an audiovisual director… My job is to connect with the best I can offer from my subjectivity, from my curiosity about everything visual. What motivates me is telling stories, generating universes, fantasies… like a kind of suspension in time,” Tomás confesses.
"What motivates me is telling stories, generating universes, fantasies"
Music: tours, music videos and cover art
Music is his portal into the visual world. In 2023 he toured with Miranda!, documenting the tour and co-directing the music video for the song “Luna de papel,” as well as the cover art for the album of the same name. The project was filmed with a minimal setup during lockdown: “There were three of us on a set built in Juliana Gattas’s house. It was intimate—and it’s funny to think we worked with such a minimal structure for a mega-famous band,” he recalls, having shared direction with Paz Elduayen.
The visuals tell a simple story in a melodramatic code: “It’s a clip full of nods to soap operas, theater and disco-era music.”
He also created the cover art for La One, Spotify Argentina’s podcast in which Moria Casán tells the story of her life in her own words, as well as Las Olas and Ciempiés by the band Weste. Add to that the clip “30 años” by Conociendo Rusia, “Emocionalmente tuya” by Gattas, and many other musical projects where his nostalgic visual aesthetic found an organic home.
His visual identity also draws on details from Argentina’s interior: “I grew up between Tucumán and Mendoza, so there’s something about folklore and the countryside that I love and that I’m reclaiming in every format that gives me the chance.”
“I grew up between Tucumán and Mendoza, so there’s something about folklore and the countryside that I love and that I’m reclaiming in every format that gives me the chance”
Photography and art: the creative universe behind La Chola Poblete
This can be seen in his creative work with Mendoza-born artist La Chola Poblete—whom he photographs for portraits, catalogs and public-space campaigns for international exhibitions—and in his first solo show, Un hombre mejor (A Better Man). There, he intervened photographs with paint, digital retouching and mixed techniques, approaching masculinity from a sensitive, quiet place: “I thought about the existence of a better version of man.”
Tomás Würschmidt’s experimentation: mixed media and new masculinities
The photographic surface becomes unrecognizable, blurring into drawing or painting. “These works allowed me to experiment with the limitations and possibilities of photography. I need to break away from traditional forms,” he says of the exhibition, which was shown in Uruguay and may eventually be mounted in Buenos Aires.
When choosing projects, freedom is his priority: “I look at whether I can contribute something of my own, whether there’s room to expand, to work on a different, larger scale. That gives me adrenaline, makes me enjoy it and be authentic.”
In line with this, 2025 brings his biggest musical challenge yet: directing the audiovisual universe for the 40th anniversary of Los Fabulosos Cadillacs, with whom he is touring Latin America and will perform two major shows at Ferro stadium.
Film and storytelling: from Mendoza to the international circuit
Würschmidt is also forging a cinematic path. His medium-length film Acuario, written and directed by him, premiered at the Cuatié International Film Festival in France. Set in the 1990s, it tells the story of Luisa, a mother, and was fully developed during lockdown. The scenes combine Buenos Aires and Mendoza, specifically La Pampa del Durazno in Tunuyán—one of the artist’s favorite landscapes.
This year he is also finishing a short film co-produced with France, which will begin its festival run in 2026. “I’m in charge of co-directing and co-writing it, and we’ll definitely finish it before the end of the year; its journey will be in 2026.”
On showing his work abroad, he reflects: “Being in a packed room watching your film or your artwork, without your loved ones nearby, is a unique feeling. Inviting others into your inner world, into your creative process, is beautiful—but it also makes you dizzy because you can be misunderstood. You expose yourself alone.”
Fashion and art direction: campaigns for Jazmín Chebar, Levi’s and Köstume
The third facet of his work is fashion. Through art direction and set design, Tomás brings a concise, playful vision to life. He has directed campaigns for Levi’s, Nina Ricci and Jazmín Chebar. One recent milestone was a large-scale installation he created for Chebar alongside Edgardo Giménez, an icon of Argentine pop art: “It was a huge setup, with street closures in Palermo—we built a stage with gigantic structures… stepping into the brand’s universe and Edgardo’s was an enormous and beautiful challenge.”
He has worked with Köstume for several years, creating its campaigns: “It’s a brand I deeply believe in—ethically, aesthetically and personally. They work with messages and propose a new way of thinking about fashion, gender and image, and I love that.”
Tomás Würschmidt today: projects, challenges and creative expansion
Tomás Würschmidt is hard to pigeonhole because he lives precisely on the edge where music, film, fashion and art intersect. A creator who understands images as a sensitive, curious and ever-expanding experience.
Ping Pong
-
Vermouth, beer or wine? Beer
-
A plan to break the routine? Going to the movies with friends
-
A song that’s always on your playlist? “You Got It,” by Roy Orbison
-
A band that marked a stage of your life? Fito Páez
-
A movie you watch over and over again? Crónica de una señora, by Raúl de la Torre
-
A job you remember fondly? Touring with Miranda! was special
-
A place in Buenos Aires for a quick escape? I love walking with friends through downtown at night
-
A restaurant in Mendoza? When I lived there, I really liked the gardens at Anna Bistró
-
Any Mendoza slang you still use? No seas tan qliao.