Velasco_Portfolio_2023

Portfolio

Velasco Experiential Creative Director

'23

Copyright Disclaimer The projects showcased in this portfolio are the exclusive property of Smyle Creative Group Ltd and its respective clients. Smyle Creative Group Ltd, as the rightful owner, holds all copyrights and intellectual property rights associated with these works. Any display of these projects is purely for demonstration purposes, highlighting my role as a Creative Director in the creative process. The rights, including but not limited to copyrights, trademarks, and intellectual property, are not transferred to or owned by me. Thank you for understanding the proprietary nature of these works and respecting the ownership held by Smyle Creative Group Ltd and its clients.

Salesforce MWC

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Samsung NDA

1

SKY Studios

3

Life Unstoppable

4

Johnnie Walker

6

Amazon Ads

5 7 Alchemy Immersive

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Barcelona MWC'22

Samsung NDA

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The Galaxy Pro Pen continues to join the dots in new ways Book2 Pro and Pro360 equals light weight

The Brief

Budget € 270.000 Venue Little Beach House Barcelona - Soho House Members' Club Dates 26th & 27th Feb 2022

A Samsung NDA media event showcasing the new Galaxy book2 Pro and Pro360 was planned to grab the attention of European tech press coming to Barcelona Mobile World Congress 2022.

I was asked to deliver the perfect experience to explore, first hands, the Galaxy ecosystem and its key features in a fresh new way.

An ecosystem is a complex network or interconnected system.

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The Galaxy Ecosystem offers the perfect balance across all devices

The Insight Galaxy Book is made for the mobile-first generation, meaning that what's on their phone must be synced across all their devices.

Whether they’re working, gaming, enjoying their favourite show, or on a video call, they always need to look their best.

A laptop so thin and light you can pin it to the wall or take it everywhere you go

Lifestyle is their first choice.

The thinnest laptop requires to be safe in the thinnest draw ever

Demo area tailored to several personas that live life fast and in style

The Solution The idea of creating vignettes that bring to life each device feature felt exactly right for a Samsung press event . Now, the Media could tell an engaging story through the rich content captured at the Little Beach House.

The versatile space provided ample opportunities for content capture and handson experiences with the devices. By strategically using scenic walls, each area had its unique personality while reinforcing Samsung's brand message.

Working closely with the Innovation Director, ideas were developed further.

Constant collaboration with the client helped us refining the final concepts.

As a result, my work was very well received by both, press and client. This "lifestyle first" approach proofed right and helped delivering a memorable event.

A space that tells a personal story by it self.

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Small TV studio set up for filming and live streaming

The Results All devices features were successfully showcased in with the overarching campaign messaging. Despite changes in the brief, we adapted seamlessly, delivering a strong solution everyone really enjoyed.

After weeks of hard work, we delivered a sleek experience that exceeded all client expectations.

Our efforts were so appreciated that the client requested some of the props to be sent back to Korea as a token of their satisfaction.

The media were over the moon about the high-quality content they managed to capture in a space that felt design with theirs needs in mind.

"An event that offered the perfect space for press to capture the best content"

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Salesforce

Barcelona MWC'22

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The Brief

Budget $1.500.000 Venue Fira Barcelona Dates Feb 28th - 3rd March 2022

A need to reconnect with their customers after two years of remote work and no face to face events.

MWC'22 in Barcelona provided the perfect opportunity to making a great come back while reconnecting with the existing network of people.

As in previous occasions at the MWC, Salesforce went for one of the outdoor spaces available.

Salesforce wanted to get as much attention as possible, getting people to walk out, explore and discover more about the brand.

Being an outdoor space meant people would find it more accessible and less intimidating.

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The Insight It was agreed that after such a long break, everyone would be very keen to enjoy a unique open-air space while mingling and catching up with the community On the other hand, Salesforce an its clearly differentiated brand language was the perfect starting point. A focus on creating a make-believe immersive environment was the best way to push the experience to the next level and rebuild an emotional connection with our audience.

A unique and authentic material palette was a key inspirational starting point

Back face2face, back with Salesforce.

The Solution Getting inspiration from the American Great Outdoors, an immersive space was created.

From the architectural structures to the lighting features, every detail echoed the spirit of the brand.

Added to that, the use of real-time fly-throughs during the development of the project allowed clients and internal team to gain a 360 understanding of the event space.

The central path, the greenery, the casual carpentry finishes, the use of extra-large environmental graphics; everything added to the Salesforce experience.

Overall, the clients were really impressed with the strong brand vision, the cohesive thinking and the excellent art direction. The final delivery left everyone amused and wanting more.

Stepping into the Salesforce Great Outdoors like never before.

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A very theatrical lighting design made the space feel worm and magical

The Results Clients and attendees were really impressed by the level of detail they found outside at the Salesforce enclave.

Even a relaxing nature soundscape enhanced the experience that felt unique, intriguing and explorable.

Every attendee found plenty of opportunities to dwell, meet people and discover more about the brand and all it has to offer.

We strengthen our relationships with the client, as shows by the fact that we were immediately awarded with other projects for Hannover and Paris for the summer of 2022. No pitching needed.

The central path made everyone fell the need to discover the whole space

The informal meeting areas around the fire pits were one of the visitors favourites

"A remarkable come back that created long lasting new connections"

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Elstree

Sky Studios

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The Brief

Budget £1.000.000 £750.000 Venue Online Eventat Elstree SKY Studios Dates 2nd Sept.

2021 13rd March 2023

To curate the launch party for the new Sky Studios Elstree, the UK's newest film and TV studio.

With 12 sound stages, the studio will enable £3bn of production investment over the first five years of operation.

The studio will become a training ground for the next generation of young talent and has been built with sustainability at the heart.

The dream was to create an immersive and unforgettable experience that celebrates the opening of the studios and the town's rich cinematic heritage, propelling both into a new era of artistic expression for years to come.

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The Insight Party like a movie star in a party movie.

Central to our approach was the belief that an event of this magnitude should empower and engage, not just the cinema industry, but the local community too.

We wanted to collaborate closely with emerging local artists and filmmakers, showcasing their creative projects alongside SKY's productions. By fostering a sense of pride and ownership, we created a shared excitement among attendees and laid the foundation for a vibrant creative community in Elstree.

We had to use the power of immersive storytelling to craft an event that would transport guests into a world of enchantment, evoking the emotions and excitement of the silver screen and everything that happens behind it.

The Solution As the appointed Creative Director for the opening event of SKY Studios in Elstree, my vision was to design an event that would capture the essence of SKY Studios storytelling and engage the local community, celebrating Elstree as a global destination for cinematic excellence.

By meticulously curating every aspect, from lighting and set designs to audio-

visual elements, we aimed to immerse attendees in a cinematic journey that would ignite their imagination and leave a lasting impact across the cinema world.

But not only that, we crafted an impactful design that would shock invitees as they entered the space, from big screens to light design and even a set of dancing robots.

You heard well, we even had dancing robots!

A space for everyone to fell like the main character.

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The Results An idea, based on the power of art and culture to unite us all, received great positive feedback, generating excitement among stakeholders.

By seamlessly blending glitz and glamour with a genuine sense of camaraderie, we created an inclusive and memorable experience that would resonated with VIP, relevant influencers, press, and industry figures alike.

While the event was not delivered due to budget constraints, the pitch was a significant win, proving my creative capabilities and expertise.

It showcased my ability to envision ideas that deeply connect with a wide and diverse audience.

The dancing robots with the big screens in the background

"The outcome?

An unforgettable pitch proposal that left indelible mark"

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Life Unstoppable

Worldwide Online Event

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The Brief

Budget £1.000.000 Venue Online Event Dates 2nd Sept. 2020

In response to the challenges posed by the pandemic during the summer of 2020, we embarked on a mission to create an extraordinary product launch event.

Our goal was clear: to launch Samsung's latest innovations in a sublime way and create an unforgettable experience for the audience thirsty for more.

Samsung wanted to captivate audiences while effectively communicating its commitment to pushing boundaries even under difficult circumstances.

Samsung wanted its audience to see, hear, and interact with the latest innovations, this time remotely.

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The Insight Acknowledging the value of humancentric design and experiential thinking, our mission was to redefine virtual engagement.

Inspired by the unique circumstances of the 2020 lockdown, we sought to create an immersive experience that combined the engaging elements of a game with the informative and business-focused nature of a traditional launch event.

Our objective was to empower individuals to freely explore the world of Samsung, transcending the limitations imposed by the restrictions of the moment.

Empowering people pushing forward, nevertheless.

The Solution By leveraging Unreal Engine, the gaming platform, we created Samsung House, a hyper-realistic 3D virtual world that audiences around the world access through a pixel stream service tailor for the occasion.

This immersive environment allowed us to showcase Samsung's advancements in mobile, wearable, TV, audio,

and home appliances with unprecedented impact.

Our innovative approach pushed the boundaries of virtual events by integrating cutting-edge gaming techniques with our meticulously designed virtual world, we achieved an unparalleled level of engagement and emotional resonance.

Powered by Unreal Engine and Pixel Streaming.

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The Results Our impact has been extraordinary.

Embracing Unreal and gaming techniques, we reached a vast audience, delivering an unparalleled immersive experience.

Samsung's brand presence soared, forging powerful emotional connections. Life Unstoppable set a new virtual event benchmark, establishing Samsung as a trailblazer.

Our work has redefined virtual events, leaving a lasting memories.

This transformative project showcases my ability to create impactful experiences, connecting with audiences on a profound level.

"A first in class event that opened the door into a world of new opportunities"

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Westfield London

Alchemy Immersive

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The Brief

Budget £ 150.000 Venue Westfield London Dates 29th Nov to 4th Dec 2022

Alchemy Immersive approached us with a clear mission: to launch their new VR series, Conquest of the Skies, featuring the legendary Sir David Attenborough, in collaboration with META. The chosen venue for the event was Westfield London shopping centre, were we had the opportunity to make the most of the Christmas season.

Our goal was twofold: enhance each visitor's journey and attract a diverse range of foot traffic, with a special focus on families with nature-loving young children.

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The Insight 3D Sketches done in Blender Greasy Pencil getting us faster into production

We understood that visitors at Westfield London seek more than just shopping; they crave entertainment, especially parents with energetic kids in tow. So first we needed to design an impactful space that echo the series look and feel in a magical and unexpected way.

Added to the above and recognising the special allure of Conquest of the Skies, we harnessed its electrifying VR experience to thrill visitors of all ages. Equipped with top-notch Meta Quest 2 headsets, everyone could dive into the series trailer and embark on an unforgettable adventure.

An experience with families in mind.

The Solution Our objective was to connect people and ignite their imagination about our planet’s incredible natural history.

We crafted an immersive enchanting world that seamlessly merged the real and digital realms. Strategic placement and tailored interactions would ensure unforgettable experiences for a diverse crowd, drawing in families too.

A seamless QR code integration would keep the adventure alive even after the event, captivating and engaging visitors beyond their initial encounter. The aim: to create a magnetic attraction for kids and grownups, that would allow Alchemy Immersive to show its incredible offering under the best light.

Real and digital realms working together in a memorable way.

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The famous Oculus Quest 2 in action

The Results Our design immersed everyone into Sir David Attenborough's world of wisdom. Visitors got up close and personal with VR flying creatures like the Quetzalcoatlus at the heart of Westfield.

Families and nature enthusiasts flocked to our interactive environment and enjoy the magic of Conquest of the Skies through a mind-blowing and unforgettable experience.

Alchemy Immersive’s vision was beautifully realized, connecting people with the wonders of nature and inspiring transformative experiences.

A 360 projection room that was made with groups in mind

AR bringing back to life species no one so this close before

"A unique opportunity for many to learn about nature in an unforgettable way"

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Johnnie Walker

Princes St Opening

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The Brief

Budget £1.000.000 Venue Online Event Dates 3rd Sept. 2021

After years of planning and hard work Johnnie Walker was ready for the opening of their new flagship store at Princes Street in the centre of Edinburgh.

As regulations were still tight due to Covid-19 pandemic, and likely to change at a short notice, we faced the challenge of creating a digital counterpart to the in-person launch.

We were presented with the opportunity to enable fans around the world to celebrate the opening of the Princes Street visitor experience in a truly immersive way.

Our mission was clear, to bringing the event to whisky enthusiasts regardless of their location and Government regulations.

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The Insight Leveraging our expertise, we developed a tailored and immersive digital experience for Johnnie Walker, drawing inspiration from their iconic 'Journey of Flavour' tour that was design as essential part of the Princes Street physical offer.

By integrating gaming principles and infusing a human touch, we aimed to recreate the essence of the physical visitor experience within a digital platform that could be tasted by whisky enthusiasts worldwide.

Building upon the experience gained from our successful project, Life Unstoppable, we were ready we pushed the boundaries of virtual events once again. The journey had just started!

Curiosity moves whisky lovers one step at a time.

The Solution I directing the creative as part of a talented group of in-game writers, storytellers, software architects, 3D artists UX/UI designers, video production, and post-production experts.

discover the brand's historic story. We ensured that online visitors had their unique digital Journey of Flavour, complemented by exclusive elements and a mixology session led by a sustainable drinks pioneer.

Leveraging Unreal Engine capabilities, we created a high-definition digital space where guests could freely explore digital Princes Street, interact with games, and

Immersing all senses into Johnnie Walker Princes St.

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The Results Our collaboration with Johnnie Walker resulted in a ground breaking digital event that brought the Princes Street visitor experience to whisky enthusiasts worldwide.

We created a truly immersive event that set the stage for future innovative projects. The scale of the event was impressive, with a global audience from 136 countries, including VIP customers, influencers, brand ambassadors, press, and Johnnie Walker fans. Expectations were exceeded in all fronts from media coverage to sales , demonstrating the strength of our approach.

With the success of the virtual launch, Johnnie Walker now possesses valuable 3D in-game assets, sparking discussions on how to integrate them into e-commerce and create a more immersive e-shopping experience.

"The outcome? An unforgettable whisky experience that left indelible mark on all"

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MMA Impact London 2022

Amazon Ads

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The Brief

Budget TBC Venue Etc. Venues, London Dates 5th May 2022

As more and more events were slowly taking shape our client wanted to discuss creative ideas for the series of events taking place in the EMEA region during 2022.

The client wanted to start exploring fresh ideas and indicative costs, in order to roll them out at different events during the next few months.

They asked us to focus first on the MMA Impact London 2022 which had as a central theme "The Future of Modern Marketing". From here we started searching for more insights we could use to spark our creativity.

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The Insight First, it was important not to think about Amazon as just one company behind Amazon.com. It was essential to think about it as an ecosystem of platforms where Amazon Ads is really good at is conversion getting a consumer who is already shopping to make a purchase decision.

Amazon Ads is helping brands to make smart decisions using data and insight to determine when best to invest. This has differentiated Amazon Ads as the thought leader that offers superior knowledge helping increase the odds of the consumer investment paying off.

The way out of chaos and into purchase decision

The Solution I wanted to find a way to visually demonstrate the strengths of the brand while delivering a creative that would kick start deeper conversations with new and existing clients.

Three different routes were presented to the client, each of them highlighting a specific brand characteristic.

One idea played around the concept of celebrating the traditional shopping kart by turning it into a great photo

opportunity. We also played with the concept of a hacked basketball hoop, that represented well the idea of how Amazon is setting new rules. After discussion it was clear that the Marble Run was the idea to develop further. This concept allowed me to include not just a track installation a fun interaction with Alexa and a captivating AR layer.

Power by Alexa, AR enhanced, and oddly satisffy ying

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The Results I managed to successfully transform our insights into a really engaging demo that was the perfect analogy for a product that gives you straight access to your target audience.

And that's exactly what the Marble run idea did, those who knew their client better got to access the orange straight track, demonstrating how Amazon Ads increases the odds of the game.

The project was put on hold, but we were immediately awarded other jobs.

Our Head of Client Experience feedback included comments like “the pitch was total win [...] a 12 out of 10”.

"A pitch presentation that lead to win jobs across several Amazon subsidiaries brands"

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3x References

Neil Mason

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Executive Creative Director GPJ EMEA

"If you need beautifully executed creative ideas, count with Pepster!

He is a creative like no other, constantly looking at the world with curiosity and sensibility.

Pepe is passionate, forthright, fearless and technically gifted.

He will assemble and lead the team pushing the creative to the next level up.

BOOM!"

Executive Creative Director Freeman EMEA

Trin Bharij-Basra

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I met Pepe back in 2013 when he first joined GPJ. We then worked together for nearly 3 full years, deliver-​ ing great creative work.

He is highly professional and worked collaboratively with the creative team.

Taking direction, leading and delivering unique pieces. His wide range of skills and great desire for self-​improvement prompt Pepe to establish the perfect groundwork for further growth as a Creative.

Since then, Peps keeps on showing a steady and relentless progression.

Having been part of his first steps into the London Design scene, I am proud.

Talented creatives are difficult to catch. If Pepe drops by, don’t let him go.

Freelance Executive Event Director SMYLE CREATIVE

Jo Broadhead

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I have had the pleasure of working with Pepe on a number of projects for Samsung through Smyle.

I love working with Pepe and always ask if he is available to lead the creative team on new Smyle projects.

Apart from being super talented and willing to push boundaries on creative ideas, Pepe is also a joy to work with - with his wicked sense of humour and happy demeanour - a plus when working on challenging projects with tight deadlines.

Creatively, Pepe has some fantastic ideas, succeeding in taking the mundane to the exciting. He has a keen eye for detail and will never let anything just be 'ok' it has to be perfect. He makes me a better Exec Producer by keeping me always alert to new possibilities and new ideas.

Overall, he is a total joy and I love working with him and look forward to continuing to work with him on future projects.

Curious?

Me too!

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Looking forward