Fifteen of sixty-one. The rest follows in the order it happened — from a build assistant putting up marquees in São Paulo in 2005 to producing across Europe today. Every credit here is one I can evidence.
Beauty Fair — Inaugural Edition
Exhibition & trade show · Expo Center Norte, São Paulo · September 2005
Build Assistant · Beauty Fair · VIABeto Blaskes Beauty Events
25,000 visitors
The first edition of what is now the second-largest beauty trade fair in the world by floor area, held across the pavilions of Expo Center Norte. My first job in events: I worked the build, from the marquees through to the Summer Collection catwalk auditorium.
Beauty Fair / Negócios de Beleza↗
Petrobras — Oil Self-Sufficiency Celebration
Corporate & institutional · Praça da Luz, São Paulo · 22 April 2006
Production Assistant · Petrobras · VIAOnze Marketing e Comunicação
~60,000 people · one of three simultaneous city celebrations
Petrobras marked Brazil reaching self-sufficiency in oil with three free public concerts on the same weekend — São Paulo, Rio and Salvador. I worked the São Paulo leg: a stage built in Praça da Luz, in front of the Pinacoteca in the centre of the city, for around sixty thousand people, headlined by Skank and opened by the Orquestra do Amanhã of the Instituto Baccarelli. The Rio concert was stopped the next day by court injunction on crowd-safety grounds; São Paulo went ahead and delivered.
Vermelho, 19 April 2006↗
UTE Termorio 'Governador Leonel Brizola' — Inauguration
Corporate & institutional · Duque de Caxias, Rio de Janeiro · 31 May 2006
Operations Producer · Petrobras / Termorio · VIAOnze Marketing e Comunicação
1,500 guests · 1,036 MW · US$715m investment
The opening ceremony for what was then the largest thermal power station in South America, staged on the plant site itself in Duque de Caxias. A temporary structure raised inside an industrial compound for fifteen hundred guests, with the state governor, the mayor and the Petrobras board on the platform.
TN Petróleo↗
COMPERJ — Foundation Stone Ceremony
Corporate & institutional · Clube Mauá, São Gonçalo, Rio de Janeiro · 14 June 2006
Operations Producer · Petrobras / Ministry of Mines and Energy · VIAOnze Marketing e Comunicação
US$6.5bn project
The ground-breaking for the largest single undertaking in Petrobras’s history, held at Clube Mauá in São Gonçalo, with the President of Brazil on the platform and the Chief of Staff delivering the address. A state ceremony for a full house, with around thirty officials seated on stage and the national press working the room.
TN Petróleo↗
Skol Beats — 8th Edition
Festival · Campo de Marte, São Paulo · 4–5 May 2007
Operations Producer · Ambev / Skol · VIABFerraz
50,000+ over two days · 140,000 m² · 30 hours · 60 acts
The largest electronic music festival in Latin America, and the first year it ran across two days — on a greenfield site with no venue on it, built from bare earth specifically for the festival. I ran site operations: ingress and egress, public authorities, car parks and a team of around twenty, across a 30–35-day build.
O Globo↗
Athina Onassis International Horse Show — Inaugural Edition
Sport · Sociedade Hípica Paulista, São Paulo · 2–5 August 2007
Operations Producer · Athina Onassis International Horse Show · VIAAKM
First CSI 5* in Brazil · US$1m+ prize fund · 40 pairs in the Grand Prix
The first five-star show jumping event ever held in Brazil and the fifth leg of the Global Champions Tour, staged across the covered arena and outdoor ring of the Sociedade Hípica Paulista, with the Grand Prix broadcast live on Eurosport. I ran local operations — sponsor positioning and crowd flow through a working equestrian club.
EQUISPORT↗
Planeta Terra Festival — Inaugural Edition
Festival · Vila dos Galpões, São Paulo · 10 November 2007
Operations Producer · Planeta Terra Festival · VIABFerraz
~15,000 attendees · 3 stages · 10+ hours
The first edition of a festival built to bring international and Brazilian acts onto one city site for a single long day — Kasabian, Devo, Lily Allen, The Rapture and Tokyo Police Club alongside CSS, Pato Fu and Instituto, across three stages and more than ten hours. It became one of Brazil's principal city festivals and ran for five editions. I ran site operations.
Omelete↗
GÁS — Guaraná Antarctica Street Festival, 2nd Edition
Festival · Chácara do Jockey, São Paulo · 6 September 2008
Operations Producer · Ambev / Guaraná Antarctica · VIABFerraz
13,000 attendees · 52,000 m² · 12 hours
A festival owned and built by a brand rather than a promoter: Guaraná Antarctica is Brazil's biggest soft drink, and it put its own one-day festival on a 52,000 m² site — music, action sports and a live graffiti battle running side by side, headlined by Bad Religion with Charlie Brown Jr. and Pitty. I ran site operations across the twelve-hour programme.
O Tempo↗Samba Studio↗Bares SP↗
Skol Beats — Final Edition
Festival · Anhembi Sambadrome, São Paulo · 27–28 September 2008
Bars Producer · Ambev / Skol · VIABFerraz
14,000 expected · 18:00 to 08:00
The ninth and last edition of the festival, running overnight across a main stage, two tents, a chill-out and a village. I produced the entire bars operation — every bar on site, across all spaces, for the full fourteen-hour run.
Rolling Stone Brasil↗Eletro Música↗Wikipédia · Skol Beats 2008↗
Fiat 500 — Floating Launch Installation
Product launch · Lagoa da Conceição, Florianópolis · 13–25 February 2010
Project Manager / Lead Producer · Fiat · VIAThe Marketing Store
13 days on the water · 400 kg replica · Bronze, Ampro Globes Awards 2010
Fiat put a car on the water and left it there. A 400 kg replica of the 500 floated in the middle of the Lagoa da Conceição for thirteen days, lit at night, with three arched fountains behind it drawing the number 500 across the lagoon — the brand's homage to Florianópolis, modelled on the show Fiat staged on the river Po when it launched the Cinquecento in Turin. Every permission cleared with the authorities before a single float went in the water, and the whole installation built on shore, floated out and struck at the end of the run.
Deolhonailha, 22 February 2010↗
Fiat — National Sales Convention
Conference & incentive · Guarajuba, Bahia · March 2010
Executive Producer · Fiat · VIAThe Marketing Store
250 delegates · 3-month project
A residential sales convention on the Bahia coast, with a vehicle staged inside the plenary room and a gala dinner across the resort. Three months of planning covering delegate logistics, attraction programming and technical production.
Adventure Sports Fair — Fiat Stand
Exhibition & trade show · Anhembi, São Paulo · 23–26 September 2010
Project Manager · Fiat · VIAThe Marketing Store
280 m² · full Adventure range · retail store on stand · Bronze, Large Island, EstanDesign 2011
Adventure Sports Fair is Brazil's biggest consumer show for climbing, trekking, off-roading and adventure travel — four days at Anhembi where the people who actually drive off-road come to buy kit. Fiat was the fair's sponsor and built a 280 m² island stand for the Adventure range: Palio, Strada, Doblò and Idea, the raised-suspension line the brand had built the segment on. All four sat under a canopy of illuminated sails, with the Fiat Fashion store built into the stand as a working shop — clothing and accessories for the 500, the Uno, the Adventure line and a children's range. Outside, Fiat cut its own off-road track through the site so visitors could put the cars on rough ground themselves. The stand took Bronze in its category at the EstanDesign awards the following year.
Fiat press office, September 2010↗EstanDesign — Large Island winners, Bronze 2011↗
São Paulo Motor Show — Fiat Stand
Exhibition & trade show · Anhembi, São Paulo · 28 October – 7 November 2010
Producer · Fiat · VIAThe Marketing Store
625,000 visitors · 3,000 m² · 30 vehicles · Bronze, Mega Stand, EstanDesign 2011
The 26th São Paulo Motor Show, fifty years of the event and the last before Fiat's thirty-fifth year in Brazil — the show where the Brazilian market sees what the manufacturers are bringing next. Fiat took almost 3,000 m² and thirty cars: three concepts, the FCC III — the crowd-sourced Fiat Mio, designed in the open online — plus the Uno Cabrio and the Uno Ecology, the new Uno Sporting on its way to dealerships, and the first public showing of the Bravo. Cars on turntables under a canopy of white sails, a glass tower, a pixel wall and a touchscreen where visitors opened the Mio's design files. The largest audience of my career, and the stand took Bronze in the Mega Stand category at EstanDesign 2011.
Fiat press office, 20 October 2010↗EstanDesign — Mega Stand winners, Bronze 2011↗
Ford — Agricultural Shows
Brand activation · Brazil, multiple states · 2010–2011
Project Manager · Ford · VIAAktuel Comunicação / AKM
A year dedicated to the account
A full year on the Ford account, taking the brand across the agricultural show circuit. Every structure was designed and built for its own show — and it ran on the same ground as the Toyota circuit, for a competing agency, at the same time.
Volkswagen Tiguan — Press Launch
Product launch · Minas Gerais · 2011
Senior Production Assistant · Volkswagen · VIATotal On Demand
60 journalists
The Tiguan's introduction to the Brazilian motoring press — not a room and a screen, but sixty journalists put in the cars and driven on a rally through the mountains of Minas Gerais. Route reconnaissance, fleet logistics and every hospitality stop along the way.
German Unity Day — Official Reception
Diplomatic & institutional · Official residence, São Paulo · October 2011
Producer · German diplomatic mission · VIATotal On Demand
21 years since reunification
The official reception marking the national day of the Federal Republic of Germany, held in the grounds of an official residence for the diplomatic corps and invited guests. Delivered under full flag protocol with red-carpet arrival, architectural lighting to the colonial façade, a tensioned canopy walkway on constructed timber decking, a bar pavilion and a vehicle presentation for the evening's principal sponsor.
Volkswagen — Sales & Marketing Convention
Conference & incentive · Chácara Santo Antônio, São Paulo · 18–19 October 2011
Executive Producer · Volkswagen · VIATotal On Demand
300 delegates
The manufacturer's annual gathering of its sales and marketing organisation — two days in which the year's targets, product line and campaign are handed down to three hundred people who have to go and sell them. One of five deliveries for the same agency inside a single year.
Bradesco — Production Olympics
Conference & incentive · Transamérica Comandatuba, Bahia · 12 November 2011
Executive Producer · Bradesco · VIAGrupo TV1
350 guests
One of Brazil's largest private banks turning its annual sales results into a competition with a ceremony at the end — the branches that hit target are flown to a beach resort, ranked and rewarded in front of each other. Three hundred and fifty guests, closing with a Jota Quest concert.
SWU Music & Arts Festival — 2nd Edition
Festival · Parque Brasil 500, Paulínia, São Paulo · 12–14 November 2011
Operations Producer · SWU Festival · VIATotal On Demand
179,000 across three days · 64k / 45k / 70k
SWU — Starts With You — was a festival built around sustainability: around seventy acts across three days, with the 2nd Global Sustainability Forum running alongside it in the town's theatre. The site was raised from open ground in Paulínia, a hundred and twenty kilometres outside São Paulo, with no venue and no permanent infrastructure on it before the build. Kanye West, Black Eyed Peas, Peter Gabriel, Faith No More and Megadeth played to 179,000 people over the weekend. I ran site operations across the three days — ingress and egress, public authorities, car parks and crowd flow.
Campinas.com.br, 15 November 2011↗Line-up, Last.fm↗
Miller — 'It's Miller Time' Brand Relaunch
Brand activation · Vila Leopoldina, São Paulo · 23 December 2011
Executive Producer · SABMiller · VIAThe Marketing Store
The launch event returning Miller to the Brazilian market after four years away — the brand had been brewed in Brazil until 2007 and withdrew. The opening move of a national programme that ran on into street activation and a point-of-sale rollout.
Exame↗
Miller — 'It's Miller Time' Street Programme
Brand activation · Around 10 cities, Brazil · From February 2012
Executive Producer · SABMiller · VIAThe Marketing Store
~10 cities
The street phase of the Miller relaunch, taking the platform city by city across Brazil. It ran alongside a point-of-sale programme in nightclubs, marinas and beach clubs that rebuilt the venues' own brand communication.
Heineken in the Sky — Lollapalooza Brasil
Brand activation · Jockey Club, São Paulo · 7–8 April 2012
Project Manager · Heineken · VIAThe Street Marketing Company
Bar suspended 40 m above ground
A bar flown forty metres above the festival, served by six bartenders brought in from the Heineken Experience in Amsterdam, with guests harnessed into numbered seats and lifted out over the site. It set the template for every Heineken activation at the festival that followed.
Exame↗
Heineken activation at the Rio Boat Show — 15th Edition
Brand activation · Pier Mauá, Rio de Janeiro · 12–18 April 2012
Executive Producer · Heineken · VIAThe Street Marketing Company
The most exclusive hospitality lounge at the boat show, opening four days after Lollapalooza struck in São Paulo. Two brand operations in two cities inside eleven days, for the same agency.
Visão Carioca↗
Axe — Campaign Party, Palácio dos Cedros
Brand activation · Palácio dos Cedros, Ipiranga, São Paulo · June 2012
Mapping technical team · Unilever / Axe · DIRECT
Projection mapping across the façade of a 1922 mansion — window openings filled with flat colour, then the cornices, columns and balustrade drawn in light. I was on the technical team delivering the mapping, not on the event production.
Exame↗
Avon — Sales Convention, São Paulo
Conference & incentive · São Paulo · August – September 2012
Producer · Avon · VIAGUDE
350 delegates
A residential sales convention for the São Paulo sales force, running from hotel check-in and registration through to a black-tie gala dinner. I produced the segments inside the convention, working from the front-of-house technical position.
Symantec — 'Black and Yellow' Party
Corporate & institutional · Espaço das Américas, São Paulo · 5 October 2012
Executive Producer · Symantec · VIAOLV Produções
500 guests
The software company's end-of-year party for five hundred staff and guests, themed to its own brand colours and staged in a 5,000-capacity concert venue rather than a hotel ballroom. Full production from build through to strike.
Protege — Corporate Event
Corporate & institutional · Espaço das Américas, São Paulo · 10 December 2012
Executive Producer · Protege · VIAOLV Produções
500 guests
An internal and client event for the largest private security company in Brazil — a business that runs armoured transport and guarding across the country, gathering its people and its corporate customers in a concert venue for five hundred.
Qualicorp — Year-End Party with Ivete Sangalo
Corporate & institutional · Espaço das Américas, São Paulo · 14 December 2012
Executive Producer · Qualicorp · VIAOLV Produções
500 guests · 400 personnel on site at peak
A year-end party built around a headline concert by one of Brazil's biggest live acts. The largest crew I have run on a single night — around fifty direct reports and four hundred personnel across contracted teams.
NET — Year-End Party
Corporate & institutional · São Paulo · 3 January 2013
Producer · NET · VIATotal On Demand
The year-end party for what was then Brazil's largest cable television and broadband operator, on the first working days of January — the media sector closes its year late and celebrates after the books are shut.
Ernst & Young Terco — Year-End Party 2012
Corporate & institutional · São Paulo · 3 January 2013
Artistic Producer · Ernst & Young Terco · DIRECT
~300 guests
The firm's closing party for the 2012 financial year, held in a São Paulo theatre in the first week of January — an audit house closes its books before it celebrates. A staged performance piece with live band and costumed cast, produced as a show rather than a corporate evening.
Garoto — Sales Convention
Conference & incentive · Brazil · 18 January 2013
Producer · Garoto · VIAAKM
The convention that turned the company's new FIFA and CBF sponsorship inwards — announced two days earlier, it made Garoto the official chocolate of the 2013 Confederations Cup and the 2014 World Cup. The set was built around it: a synthetic-grass round platform with a goal behind it, the World Cup mascot on the floor and the whole room in yellow.
Harley-Davidson 110th Anniversary
Brand activation · Nova Arena Anhembi, São Paulo · 1 June 2013
Executive Producer · Harley-Davidson · VIAStap Comunicação
Ride capped at 1,500 motorcycles by the authorities · one of 11 host countries · 15:30 to 00:30
Brazil's leg of the global anniversary — one of eleven countries chosen for an official celebration, opening with a mass ride out of the Anhembi Sambadrome, capped at 1,500 machines on the authorities' own safety recommendation and led by Bill Davidson, great-grandson of founder Arthur S. Davidson. Nine hours of programming with exhibition areas, the Harley Owners Group space, a 'Tunnel of Time' brand history and Capital Inicial closing the stage.
Motonline↗
Harley-Davidson — Salão Duas Rodas
Exhibition & trade show · Anhembi Exhibition Pavilion, São Paulo · 8–13 October 2013
Producer · Harley-Davidson · VIAStap Comunicação
260,000 visitors · 6 days · 400 exhibitors · 516 machines
Salão Duas Rodas is Latin America's motorcycle show — the week every manufacturer in the market puts its year on the floor of the Anhembi pavilion and sells it to dealers, press and the public at once. The 2013 edition was the largest motorcycling event ever held in Brazil: six days, 260,000 visitors, 400 exhibitors and 516 machines on show. I produced the Harley-Davidson stand across the run, with eight models launched on it.
Automotive Business — record attendance, 2013↗
Toyota — Agricultural Show Circuit
Exhibition & trade show · Paraná, Rio Grande do Sul, Goiás, São Paulo · 2013
Project Manager · Toyota · VIAStap Comunicação
6 shows · 4 states
Brazil's agricultural shows are where farm machinery and pickup trucks are actually sold — hundreds of thousands of farmers walking a field site over five days, not a hall with a carpet. Six of them across a single season: Show Rural Coopavel in Cascavel, Expodireto Cotrijal in Não-Me-Toque, Tecnoshow Comigo in Rio Verde, Agrishow in Ribeirão Preto and Expointer in Esteio. Nothing was reused between legs — every stand was designed and built from scratch on its own ground.
Monsters of Rock
Festival · Arena Anhembi, São Paulo · 19–20 October 2013
Operations Producer · Monsters of Rock · VIAXYZ Live
2 days · 13 acts
The fifth Brazilian edition of the touring metal festival, two days on the open ground of the Arena Anhembi and a bill split by genre — Saturday for Slipknot, Korn, Limp Bizkit, Killswitch Engage, Hatebreed and Gojira; Sunday for Aerosmith, Whitesnake, Ratt, Buckcherry, Queensrÿche, Dokken and Dr. Sin. Site operations across both days.
Omelete — Monsters of Rock 2013, day two↗Omelete — Monsters of Rock 2013, day one↗
Vevo — Os Paralamas do Sucesso
Broadcast & TV · São Paulo · November 2013
Technical Producer / AV Manager · Vevo Brasil · DIRECT
A closed concert by one of Brazil's longest-running rock bands, streamed live on Vevo on 26 November 2013 at nine in the evening. It was the second show of Itaú's 'Uniclass Top 5' — the bank invited its own clients, and the setlist was voted by the public on Itaú's Facebook page. Shot in a São Paulo club with the audience at tables around the stage; I ran technical production and AV across the shoot.
Meio & Mensagem, 25 November 2013↗
Camarote Salvador — Carnival
Brand activation · Salvador, Bahia · 27 February – 4 March 2014
Brand Activations Producer · Camarote Salvador · VIAMusic2
6 nights · broadcast live to 13 countries
The largest brand-activation platform of the Brazilian carnival, themed 'Sonho' with a Pierrot façade and Armin van Buuren on the bill. Every sponsor activation inside the venue came through me — permitting, build compliance and daily servicing — across six days streamed live to thirteen countries.
Meio & Mensagem↗
Metallica — Metallica by Request
Live music & touring · Estádio do Morumbi, São Paulo · 22 March 2014
Production · Metallica · VIATime For Fun
61,742 in the Morumbi
A stadium tour built on an unusual mechanic: the audience voted the setlist online before each date, choosing seventeen songs out of a hundred and forty-four from the band's career, so the running order was not fixed until shortly before the show. The São Paulo date filled the Morumbi with 61,742 people, on a cold and wet Saturday, with Raven opening.
Metallica by Request — Morumbi, 22 March 2014↗
GNT 'Mão na Massa' with Rodrigo Hilbert
Broadcast & media · São Paulo and Rio de Janeiro · August – October 2014
Lead Producer / talent liaison · GNT (Globosat) · VIARock Comunicação
A trade event series for a television channel, selling the brand to the advertising market with the channel's own presenter cooking live. Participation rather than spectating — guests in aprons working dough at their own benches, with dressing room, catering and full structure built around the talent.
Chevrolet — Spin Activ, Cruze and S10 Regional Launches
Product launch · Brazil and Uruguay · August – November 2014
Assistant Producer · General Motors · VIARock Comunicação / Vintage Agency
3 models · 3 countries · 4 months · ~400 km press drive
One launch programme carried across markets rather than three separate events: General Motors put the Spin Activ, the Cruze and the S10 in front of the motoring press of each country in turn, with the same fleet and the same format re-staged on the ground each time. The Brazilian leg was themed 'Fun Roads', a play on Chevrolet's global line 'Find New Roads' and built for the event alone — journalists collected from the Hotel Pullman in São Paulo and driven roughly four hundred kilometres out to Águas de São Pedro and back, to a dinner under a suspended cloud carrying the mark, with the scenography and the build on my side of the job. The night closed at A Figueira Rubaiyat. Number two on the production across the run.
Ferrari — 6 Hours of São Paulo, FIA World Endurance Championship
Sport · Autódromo de Interlagos, São Paulo · 30 November 2014
Production · Ferrari · DIRECT
Round 8 — season finale · 249 laps · 1,072 km
The FIA World Endurance Championship is the Le Mans series — the same teams and cars that run the 24 Hours, across a season of six-hour races. Interlagos closed the 2014 season: round eight, 249 laps, 1,072 km, with Ferrari running the 458 Italia in the GTE class. I delivered the pit lane and the hospitality across the race weekend — the working side of the garage and everything built around it for the brand's guests, on a live circuit with a race running.
FIA — 6 Hours of São Paulo↗
ZAP — 'Las Vegas' Themed Year-End Party
Themed event · Villa Bisutti, São Paulo · December 2014
Producer · ZAP · VIARock Comunicação
ZAP is Brazil's largest property portal, owned by Grupo Globo, and this was its year-end party — a themed build rather than a decorated room. The Villa Bisutti was turned into a strip: a Las Vegas marquee sign repeated in five positions through the venue, a working wedding chapel with altar and red carpet, live casino tables with croupiers, a mug-shot photo booth and giant dice on an upholstered platform. I produced it end to end, from the theme to the strike.
The Wailers — Croke Park
Live music & touring · Croke Park, Dublin · 20 June 2015
Bars Production · Croke Park Stadium · DIRECT
Bob Marley's band, still touring under their own name, at Croke Park. Bars production on the night, employed directly by the venue.
Ed Sheeran — Croke Park, Two Nights
Live music & touring · Croke Park, Dublin · 24–25 July 2015
Bars Production · Croke Park Stadium · DIRECT
160,000 across the two nights
Two sold-out nights at Croke Park, the first time Ed Sheeran headlined the stadium, drawing 160,000 people between them. Bars production across both, employed directly by the venue.
The Irish Times↗
Queen + Adam Lambert
Live music & touring · Ginásio do Ibirapuera, São Paulo · 16 September 2015
Producer · Queen + Adam Lambert · VIAMove Concerts
Sold out
Queen touring with Adam Lambert fronting the band — Brian May and Roger Taylor with the singer who took the role after Freddie Mercury. The São Paulo date, sold out within a month of going on sale.
brianmay.com↗
Faith No More
Live music & touring · Espaço das Américas, São Paulo · 24 September 2015
Producer · Faith No More · VIAMove Concerts
The band's return to Brazil on the Sol Invictus tour, their first album in eighteen years. The São Paulo date, at the 5,000-capacity Espaço das Américas.
setlist.fm↗
System of a Down
Live music & touring · Arena Anhembi, São Paulo · 25 September 2015
Producer · System of a Down · VIAMove Concerts
The Armenian-American band on their São Paulo date, at the Anhembi arena. A reunion run after years without a new record, drawing a crowd built over two decades.
setlist.fm↗
EDC Brasil — Electric Daisy Carnival, Inaugural Edition
Festival · Autódromo de Interlagos, São Paulo · 4–5 December 2015
Production / operations · Insomniac · VIATime For Fun
65,000 capacity · 60+ artists · 3 stages · 18:00 to 06:00
The first Electric Daisy Carnival ever staged in South America, across two overnight days at Interlagos with Skrillex, Tiësto, Martin Garrix and Steve Aoki on the kineticFIELD, neonGARDEN and bassPOD stages. Production and operations delivery.
Billboard↗
Budweiser Mansion — 5th Edition
Brand activation · Rua Colômbia 100, Jardim América, São Paulo · February – March 2016
Production · Budweiser · DIRECT
6 days · a different programme every day · 42,000 at the Allianz Parque
Budweiser took a mansion in Jardim América and ran it as the meeting point for the two biggest rock dates of the São Paulo season: guests were received at the house and went from there to the shows — the Rolling Stones in February, and Iron Maiden closing the Brazilian leg of the Book of Souls tour at the Allianz Parque on 26 March, for 42,000 people. The theme came from the Stones' own exile in a French mansion while recording Exile on Main Street, and the house was dressed for it: eight Fender guitars on show, a customised Harley-Davidson, a barber shop and a burger bar. Six days of programming, 24 February to 1 March, each one different — VIP launch, DJ party, a live UFC broadcast, a barbecue lunch and a poker championship.
Etílicos — Budweiser Mansion↗Iron Maiden — Allianz Parque, 26 March 2016↗
Schutz — Fall 2016 Launch, #SCHUTZINPARTY
Brand activation · Oscar Freire flagship, São Paulo · 1–2 March 2016
Producer · Schutz · VIAOnze
Schutz is the footwear label Alexandre Birman founded in the 1990s and built into the fashion arm of Arezzo&Co, the largest women's footwear group in Latin America. Its Fall 2016 collection was drawn from urban aesthetics — shot against graffiti, brick and burnt cement — and the launch put the collection where it came from: the brand's Oscar Freire flagship turned into a nightclub for the night, under the line 'to start the party, turn off the lights'. The façade was graffitied live by artists working through the night, tagged with the collection's own words; lit neon portals were set along the pavement, the building's box grid was lit from within, and GOP TUN — the disco and house collective that runs travelling parties across São Paulo — took the floor. Costanza Pascolato, the fashion editor and consultant who has been the most influential voice in Brazilian fashion for five decades, came to the wall.
Schutz — #SCHUTZINPARTY, Fall 2016↗
Lollapalooza Brasil
Festival · Autódromo de Interlagos, São Paulo · 12–13 March 2016
On-site Operations Manager / Brand Activations Producer · Lollapalooza Brasil · VIATime For Fun
5th edition · 80,000 a day · 5 stages · 50+ acts · 2–3 months pre-production · 1 month strike
The fifth Brazilian edition of Lollapalooza, two days on the Interlagos circuit for eighty thousand people a day, with Eminem, Florence + the Machine, Jack Ü and Mumford & Sons across five stages and more than fifty acts. The brands and their own agencies built their activations themselves; my job was to hold every one of them to Lollapalooza's build manuals and to the circuit's regulations — Skol and Chevrolet as sponsors, plus the Lolla Lounge, the Chef Stage and Kidzapalooza — signing off what went up on the site, with operational accreditation and cost control inside budget. The cycle ran two to three months before the gates opened and a month after they closed.
Lollapalooza Brasil 2016 — Audiograma↗Line-up and dates — NOIZE↗
Banco Original — Convention
Conference & incentive · Brazil · 3 April 2016
Build Manager & Content Room Operations · Banco Original · VIATotal On Demand
Banco Original was one of the first digital banks in Brazil, and this was its convention in the early years — the internal meeting where a young institution sets out its plan to the people who have to deliver it. The room was built and lit entirely in the bank's green, with a full-width screen, a lounge and standing tables. I managed the build and ran operations on the content room across the day.
Louis Vuitton — Cruise Show After Party, Rio
Luxury & VIP · Parque Lage, Rio de Janeiro · 28 May 2016
Producer · Louis Vuitton · VIABanco de Eventos
Louis Vuitton takes its Cruise show to a different country each year. In 2016 it chose Rio: the show went up on the evening of 28 May on the terrace of Oscar Niemeyer's MAC Niterói, the museum reopening that week for its twentieth anniversary, with Nicolas Ghesquière directing. The after show party ran the same night across the bay at Parque Lage, the mansion at the foot of the Corcovado. I did the local production and execution alongside KCD New York and Mitie Tucker Events: the park's pool decked over to become the dance floor, the façade lit, and the courtyard turned over for guests flown in from New York and Paris.
Máxima↗
CBLoL — League of Legends Brazilian Championship, Split 1 Final
Sport · Ginásio do Ibirapuera, São Paulo · 9 July 2016
International Press Room Producer · Riot Games · VIABanco de Eventos
The final of Brazil's national League of Legends championship — an e-sports competition run by the game's own publisher, played in an arena in front of a live crowd and broadcast like a sport. Ten thousand people in the arena and a further seven thousand across twenty-two cinema screens in fifteen cities, broadcast on SporTV 2. I ran the international press room.
CBLoL — cerimônia de abertura, canal oficial↗Mais Esports↗
Hotel Nissan Kicks — Rio 2016 Olympic and Paralympic Games
Brand activation · Copacabana, Rio de Janeiro · July – September 2016
Infrastructure & Operations Lead · Nissan · VIAMomentum Worldwide
~50 days of operation · 1,500+ guests at the rooftop parties · #Nissan 4th among all companies at the Games
Nissan's hospitality base for both Games was the only hotel in Rio taken over and rebuilt end to end as a brand property — a tower on Copacabana rebranded inside and out, wrapped floor to roof, run at full occupancy throughout, with rooftop parties staged with Universal Music and Vogue Brasil. I led infrastructure and operations on the hotel across roughly fifty days of operation: the build, the daily running of the property, every supplier behind it and the cost control were mine. Nissan came out of the Games with 2.4 billion Twitter impressions, first in its category, #Nissan ranked fourth among every company associated with Rio 2016, and over two thousand Kicks deposits taken in the first fortnight.
MediaPost — Nissan's Olympic numbers, 22 August 2016↗Nissan Brasil↗
CNseg — 10th Internal Controls and Compliance Seminar
Conference & incentive · São Paulo · 22 September 2016
Producer · CNseg · DIRECT
10th edition · one day
CNseg is the confederation that represents the whole of Brazil's insurance industry, and this is the seminar its Internal Controls Commission has run since Susep made internal control structures compulsory for insurers. The tenth edition sat the sector's compliance, audit and risk people in one room on 22 September 2016, under the theme of compliance in market relations — how insurers should brace themselves against the economic, political and ethical situation the country was in. On the platform: CNseg's executive technical superintendent, the president of its Internal Controls Commission, and representatives of the ANS and of Susep.
Sonho Seguro, September 2016↗
The X Factor UK — Series 14 Final
Broadcast & TV · ExCeL London, Royal Victoria Dock · 3 December 2017
Accreditation & Access Control · Syco / Thames for ITV · DIRECT
Live final
The live final of the UK's biggest television talent format, broadcast from ExCeL London and won by Rak-Su. I ran accreditation and access control.
setlist.fm↗
Somerset House — Film4 Summer Screen
Public event · Edmond J. Safra Fountain Court, London · 8–21 August 2019
Production · Somerset House · DIRECT
14 consecutive nights · largest outdoor screen in London
Open-air cinema in the courtyard of Somerset House — fourteen consecutive nights on the largest outdoor screen in London, with the courtyard turned into an auditorium each evening and cleared again by morning.
Channel 4↗
Shell 'Top Performers' Incentive Programme
Conference & incentive · WiZink Center and Madrid venues · 17 August 2024
Infrastructure Producer · Shell · VIATV1 Experience
750+ guests · 6 venues · 24 arches around the arena
Shell's global excellence programme — the awards that recognise its top-performing people worldwide — staged across Madrid for more than seven hundred and fifty guests. The main ceremony took the WiZink Center, the city's 17,000-seat arena, with twenty-four bespoke arches around the perimeter, a purpose-built runway stage and a branded access tunnel; the rest of the week ran across the Santiago Bernabéu, the Meliá Madrid, a gastrobar and an estate in Toledo. I produced the infrastructure: floor plans with the architecture team, venue security, the supply chain and the schedule.
Europalco↗
Unicred Executive Innovation Tour
Conference & incentive · London · 6–11 September 2024
Producer & Photographer (advance producer) · Unicred / Visa · VIADream Experience with BCD Meetings & Events
35-strong delegation · 6 days
Unicred is a Brazilian financial cooperative of more than thirty years, and this was the reward and learning trip for the team that sells its Visa cards — the top performers of the programme, brought to London for a week. The itinerary was built around institutions rather than sightseeing: a session at the London School of Economics, Bloomberg's European headquarters, Level39 in Canary Wharf and Google. I went ahead of the group as advance producer — walking every venue before they arrived, holding the running order and the ground logistics day by day — and shot the trip as the official photographer.
