Farmasi — Farmasinergy
Farmasi's U.S. convention at Miami's Watsco Center — two concert-scale show days built on a single holographic-prism identity, from the stage to the screens to the activations.
- 6,000–7,000 attendees
- 2-day show
- 6 activations
- Watsco Center, Miami
- 2025–2026
RoleCreative Director & Show Director
The challenge
Farmasi's U.S. flagship: Miami editions celebrating their top distributors with recognition, product launches, and a concert-grade main-stage show. It had to feel like a stadium tour in service of a brand — energetic, immersive, precise — across two long show days and a full arena of branded moments, and come together on a tight, approval-heavy timeline of roughly two months of design.
The approach
We built the show around one idea: the holographic prism — light refracted into a controlled kaleidoscope of color, under the tagline “One Energy. Limitless Impact.” That single visual language ran through everything — the stage and screens, the key visual, the banners, the merch, and every activation — so the whole arena read as one world. The signature new moment was an LED floor at the catwalk's tip: content projected underfoot during the top distributors' walks, the product reveal, and the CEO's closing.
The activations
Six activations, each tuned to its product while speaking the show's prism language — four hero zones: Farmasi (makeup), Dr. C. Tuna (skincare), NutriPlus, and NutriPlus+ — plus redesigns of the Millionaires Club and Aloe Glow. Scenic moments completed the arena, including the Fan Wall and the Dr. C. Tuna Legacy Wall.
What I directed
- Show branding and identity — the holographic-prism system across the event
- Stage design, screen design (stage + catwalk), and interior & exterior signage and print
- All screen content for the two-day show — show look, key visual, title slides, past-year recognition showcases, and the product-launch moments
- Creative direction of the live show — lighting, lasers, FX, sound, and camera — around a tight run of show
- Led a core creative team (designers, animator, 3D modeler, content editor), handed the show ready to run to production, and directed it live
In 2025 I directed the stage and screen design and the live show; in 2026 I owned the full creative scope above.
The result
Two ten-hour show days that ran concert-grade and on time — a fully branded arena, a signature LED-floor moment, and a room of distributors celebrated at full energy. For a world built in about two months, it delivered exactly the tour-scale feel Farmasi wanted.
Gallery
Sketches → renders → photos from the show: own media to come.
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