Farmasi — Horizonte Europe 2026
A 360° stadium convention at Madrid Arena — one brand world across a main stage and five activations, built fast and directed live.
- 10,000+ attendees
- 360° stadium
- 5 activations
- Madrid Arena
- 2026
RoleCreative Director & Live Show Director
The challenge
Farmasi's flagship European convention for 10,000+ of their top influencers — recognition, product launches, and community, with the energy of a live entertainment show. It had to feel like one immersive world while giving the product lines their own moment, and come together in roughly three working months — straddling Spain's long holiday break — with layered approvals.
The approach
I built the world inspired by Madrid itself — its vibrancy, its architecture, its sunrises and sunsets. The horizon became the through-line: the next level is always within reach. One brand language ran from the stage to the screens to all five activations — each given a distinct look tuned to its hero product, so it felt like its own world while still belonging to the whole. To sell the concept, my team pitched it with an AI-generated film of the show — which made a strong impression and aligned everyone fast.
What I directed
- Brand world — identity, color, messaging, key visuals
- Main stage, LED/screen design, and all screen content — show look, product launches, speakers
- Five custom activations, each its own branded environment
- Creative direction of laser, lighting, special effects, and music
- The full Run of Show — delivered show-ready, then directed live on the night
The five activations
Five videos, each labeled by its product. One world, five looks.
The result
Eight hours that ran flawlessly — spectacular, energizing, memorable. One coherent world at stadium scale, a thrilled client, and an audience that stayed in it the whole way.
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