Worldbuilding
A world of its own for your brand: rules, story, aesthetics and rituals people can step into, remember and come back to.
A campaign is forgotten when the media stops. A brand world is a coherent universe, with its own places, characters, language and rituals, that grows with every new piece. Each activation, film or space adds to the same asset instead of starting from zero.
I work from the culture around the brand to the world bible and the experiences where it lives. The result is recognizable in three seconds even without the logo, with enough depth for anyone who wants to stay for hours.
Examples
6 examples
Nike Is A Girl × Liverpool: Momento Mágico
Pitch won: the launch platform for Nike Is A Girl in Mexico — an immersive garden, a Liverpool corner and an AI try-on that connects to checkout.
Porsche: A Launch Experience Built in Four Nights
Five immersive worlds and a realtime magma stand-by for a Porsche launch, delivered in four nights.
Kenia OS: Live Visuals from Tour to Palacio
A 3D world per song for Kenia OS, from her 2023 tour to two sold-out nights at Palacio de los Deportes.
Immersive King Tut: Magic Journey to the Light
A Tutankhamun room for Lighthouse Immersive: one world, four synchronized 12 m walls.
Camilo VII: A Full-Scale Space Ring
A Halo-like space ring, generated procedurally in Houdini, for the 10 m screen of Camilo VII's show.
The Mind: Procedural Tools for Building Worlds
Procedural tools for creating worlds, objects and materials, shown in a short film across four worlds.
What’s included
Immersion and cultural strategy
The cultural tension the brand can resolve and the real territory the world draws from.
World concept
The central idea on one page: premise, personality, myth, rules and what the world is not.
World bible
History, places, characters, language and visual and sound systems: the guide for everything produced.
Flagship pieces
The first experiences, visuals or spaces where the world becomes tangible.
Evolution
Seasonal chapters and rules so the world grows without contradicting itself.
When it makes sense
- The brand looks like its competitors and needs territory nobody else can claim.
- You are launching a platform, sub-brand or property that has to live for several seasons.
- Every agency or vendor reads the brand differently and you need one shared reference.
- You want experiences, content and product to feel like the same universe.
How I work
- 01
Immersion
Business, culture, and short- and long-term metrics agreed from the start.
- 02
Concept
One idea that everything else follows from.
- 03
Architecture
The world bible: rules, story, and visual, verbal and sensory systems.
- 04
Experience and launch
The touchpoints where it lives and a launch worth talking about.