Tell us a bit about your background and the journey that led you to design and direct Experiences
I’m a storyteller. And as a storyteller I’ve experimented with a variety of mediums, always trying to figure out the best way to approach different narratives. I started off as a journalist and after a few years covering all types of stuff I migrated to advertising as a writer. I created content for agencies and brands for a few years – copy, audio, video, interactive. And it was the immediate response, the dialogue with the audience brought by the interactive stuff that really spoke to me. I just loved giving people agency to transform the story. It was a lot more exciting. So explorations with interactive led me into expanding into physical spaces, hardware, some coding and that’s how I ended up in emerging tech and experiential.
What are the key elements of developing an engaging experience?
An engaging experience connects. It’s a dialogue between you, the creator (or the brand), and the audience. A conversation. And understanding that is the most important part because once your audience is playing an active role, the creative requires a lot more flexibility. Aside from that, an engaging experience has to be relevant and have purpose; it should add value, and always offer something in return for the audience’s participation, whether that’s an insight, a new way of seeing, a moment of reflection, or even an opportunity to escape.
How do you see the experiential space evolving beyond Covid-19?
Experiences will continue to exist and will adapt to our new realities. It may be hard to see that now, but it will. Experiential can be so much more than pop-ups. It’s a really efficient way of communicating with audiences, and that is something we need now more than ever. It’s time to really push for innovative solutions, to experiment and, more than replicating physical spaces and situations in virtual environments, to start generating completely new solutions that are created to specifically address our new realities and needs. This is what will make them feel more fulfilling. Physical, tactile, social experiences will also come back – maybe in different ways for now, within our limitations, but still existent.
Who or what influences your work and inspires you?
It might sound counterintuitive to say this, as I primarily work with emerging tech, and a super cheesy, but this is something I think about a lot: “When uninspired, look to nature”.