Directing Across Disciplines and Borders
I supported the project end to end: shaping the spatial concept, the narrative arc, and the visual direction of the exhibition, partnering with a mexican creative director to ensure the cultural fit.
Mexican Geniuses:
A Frida & Diego Immersive Experience
Fever – May 2021
CREATIVE DIRECTION – EXPERIENCE DESIGN – CROSS FUNCTIONAL PARTNERSHIP – PRODUCTION LEADERSHIP – EMERGING TECHNOLOGY INTEGRATION
In 2021, as part of Fever’s team, I joined as Creative Director the proyect Mexican Geniuses, an immersive experience dedicated to the life and work of Frida Kahlo and Diego Rivera. I gave creative direction across the full experience, from spatial concept to narrative and visual language, while individually leading the virtual reality piece. The show premiered in London and Washington DC, bringing Mexican art and culture to new international audiences.
The main Gallery became the heart of the show, a 43-minute projection running floor to ceiling across more than 300 images, with irregular wall volumes that made the space feel physically alive, not just visually. Coordinating a team spanning screenwriters, art directors, scenographers, curators, and technicians across countries was, in itself, one of the biggest lessons in the project: getting that many disciplines to move as one.
The Virtual Reality Experience
I led the VR piece independently, directing the initial script and concept for a journey following Frida and Diego’s spirits into the afterlife. Starting at Mexico City’s Pantheon, where Diego is actually buried, the experience moves through the couple’s memories and emotions toward a final meeting with La Catrina on the Day of the Dead. I worked with an external agency on character design, modeling, animation, and sound in Unreal Engine, using spatial audio to guide visitors through the space. The result closed the exhibition with a piece of original fiction, grounded in real places and real lives.
Both premieres, in London and Washington DC, drew strong turnout and press attention, and the London show welcomed visitors (including Rihanna!) during its run.