Art direction • Design • Creative development
Art direction, design and creative planning for the annual Kraft Heinz Global Convention in Chicago. The project involved the creation of a large-scale visual system for a stage set spanning three 30-metre-wide projection screens, supporting keynote speeches, presentations and brand showcases throughout the event.
Inspired by the convention's sporting theme, I developed a series of abstract vector environments based on unexpected perspectives of stadiums, running tracks, sports courts and swimming pools. These large-scale digital backdrops transformed the stage into dynamic architectural spaces, placing the audience either within the environment itself or in the atmosphere of a major sporting event, depending on the narrative of each presentation.
A total of 20 bespoke backgrounds were designed to provide visual continuity across the programme, creating a flexible stage environment that balanced bold graphic impact with clarity for speakers and presentation content.
