Experiential Creative Direction
Turn an idea into a world people can enter.
WHEN TO BRING ME IN
I’m usually brought in when there’s a strong ambition, but the experience itself hasn’t been fully imagined. or when too many disciplines are moving without one creative idea holding them together.
You have the opportunity, not yet the idea.
A launch, activation, cultural moment or destination deserves something memorable, but what it should actually become is still open.The idea exists, but the world around it doesn't.
You need to translate a concept into an audience journey, environment, programming and moments people will remember.Too many disciplines are pulling in different directions.
Brand, marketing, design, production, artists and partners need one creative vision to align around.You want participation, not just attention.
The goal isn't simply to make something impressive. It's to give people a reason to explore, interact, contribute, share and care.
I shape ambitious brand and cultural ideas into experiences people can feel, explore and become part of.
From the central concept and story to the environment, programming and defining moments, I lead the creative vision, and the multidisciplinary teams responsible for bringing it to life.
SELECTED EXPERIENTIAL WORK
Algo Más de Lola
Art Exhibition and Immersive Installation
Concept, strategy and creative direction for an Art Week installation spanning brand, marketing, architecture, visual art and sound—built as one immersive world.
3,000+ visitors · 20+ Press features · 4M+ impressions
Pew Pew Miami
Cultural Pop-Up & Experiential Venue
Founder and Creative direction of a month-long cultural world combining immersive art, performance, nightlife and programming.
7,100+ guests · 6 major sponsors · 12 artist grants · 3M+ impressions
CAMP
Participatory Festival
Creative direction for a three-day participatory world where large-scale installations, performances and environments unfold across dozens of festival zones.
75% YOY returning guests · 8 Design teams · 100% Participation
People remember what they become part of.
The best experiences don't feel like communication brought into three dimensions.
They give people a role.
There’s something to discover. A reason to move deeper. A moment you weren't expecting. A detail that rewards curiosity. Other people changing the experience around you.
That’s where I start: not with what an experience should look like, but with what should happen to someone inside it.
Then we build the experience around that.
WHAT I LEAD
From the central idea to the experience around it.
Creative Concept & Narrative
Finding the idea that gives the experience meaning and building the story everything else can grow from.Audience Journey & Emotional Arc
Designing what people encounter, when they encounter it and how curiosity, energy and emotion evolve through the experience.World-Building & Environment
Translating the narrative into spaces, visual language, sensory details and environmental moments that make the story tangible.
Participation & Programming
Creating the interactions, performances, rituals, cultural programming and unexpected moments that turn an audience into participants.Brand Integration
Making the experience unmistakably connected to the brand without turning the environment into advertising.Multidisciplinary Creative Leadership
Directing designers, artists, architects, producers, fabricators, performers, marketers and partners around one coherent creative vision.
Brand activations · Pop-ups · Cultural experiences · Exhibitions & installations · Festivals · Launches · Immersive environments · Destination experiences · New experiential formats
Build the feeling first
The four principles
Before deciding what we're building, define what someone should feel and what we want them to leave talking about.
01 - Find the feeling
02 - Find the story
Create the central idea that gives every creative decision a reason to exist.
Design opportunities for discovery, participation, interaction and surprise so the audience isn't merely watching the experience happen.
03 - Give people a role
Align every discipline around the same creative north star and stay involved as the concept becomes physical.
04 - Protect the idea all the way through
One Creative vision across every discipline.
Experiential projects rarely belong to one discipline.
I can develop the original creative vision, step into an idea already in development, or lead alongside an existing internal or agency team.
Depending on the project, that can mean working across brand, marketing, architecture, spatial design, production, fabrication, programming, artists, performers and cultural partners.
My role is to keep the idea clear as more people become responsible for making it real.
Concept → Creative Direction → Team Leadership → Execution
FAQ
What is experiential creative direction?
Experiential creative direction is the development and leadership of the central creative idea behind a physical or participatory experience. It connects story, audience journey, environment, programming and production so every discipline contributes to one coherent experience.How is this different from event design?
Event design often focuses primarily on the environment and execution of an event. My role starts earlier: defining the creative concept, narrative and audience experience, then directing the disciplines responsible for bringing that idea to life.At what stage should you join a project?
Ideally, early enough to help shape the central idea. I can also join once a concept exists when a team needs stronger creative direction, greater cohesion or leadership across multiple disciplines.
Do you handle production?
I can stay involved through production and execution, directing producers, designers, fabricators, artists, performers and other collaborators to protect the creative vision as it becomes real.Can you work with our existing agency or internal team?
Yes. A large part of my role is aligning multidisciplinary teams around one creative direction, whether those teams are internal, external or a combination of both.