"Casa Pasión" Brand Activation
Campo Viejo
The Brief
Insight
Objective:
Pasión could not just be described. It needed to be experienced through the senses, across different levels of access and participation. The opportunity was to take Campo Viejo’s pillars of art, music and food and make each one more hybrid, ownable and layered: art became technology, music became movement, food became visual craft, and wine became the social thread connecting VIP, ticketed and digital guests.
To develop a live pitch concept for Casa Pasión, Campo Viejo’s annual brand activation, bringing the brand’s vibrant Spanish spirit to life for UK audiences.
The challenge was to move beyond a standard wine tasting and create a multi-sensory experience that could drive awareness, get product in hand, generate content and give guests a more memorable understanding of Campo Viejo’s world.
I led the strategy, concept direction, pitch storytelling and spatial thinking for this live Campo Viejo client pitch, shaping the Discover Your Pasión approach and developing the final activation concepts across the client-provided art, music and food pillars. My role included hybridising each pillar into a layered creative experience, presenting the work to the client, and creating AI-assisted concept visuals that were edited and art directed to bring the activations to life.
Senior Strategic Designer/Project Creative Lead- André Harris, Jr.
F&BM Creative Director - Andy Gregory
Account Director - Pete Edmonston
Account Manager - Annie Gashi
Presentation Designer - Rhianna Grainger
Role & Credits
I led the strategy, concept direction, pitch storytelling and spatial thinking for this live Campo Viejo client pitch, shaping the Discover Your Pasión approach and developing the final activation concepts across the client-provided art, music and food pillars. My role included hybridising each pillar into a layered creative experience, presenting the work to the client, and creating AI-assisted concept visuals that were edited and art directed to bring the activations to life.
Senior Strategic Designer/Project Creative Lead- André Harris, Jr.
F&BM Creative Director - Andy Gregory
Account Director - Pete Edmonston
Account Manager - Annie Gashi
Presentation Designer - Rhianna Grainger
"Casa Pasión" Brand Activation
Campo Viejo
Pasión could not just be described. It needed to be experienced through the senses, across different levels of access and participation. The opportunity was to take Campo Viejo’s pillars of art, music and food and make each one more hybrid, ownable and layered: art became technology, music became movement, food became visual craft, and wine became the social thread connecting VIP, ticketed and digital guests.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. Creative | AH Design, Intl. 2026
Pasión could not just be described. It needed to be experienced through the senses, across different levels of access and participation. The opportunity was to take Campo Viejo’s pillars of art, music and food and make each one more hybrid, ownable and layered: art became technology, music became movement, food became visual craft, and wine became the social thread connecting VIP, ticketed and digital guests.
"Casa Pasión" Brand Activation
Campo Viejo
The Brief:
To develop a live pitch concept for Casa Pasión, Campo Viejo’s annual brand activation, bringing the brand’s vibrant Spanish spirit to life for UK audiences.
The challenge was to move beyond a standard wine tasting and create a multi-sensory experience that could drive awareness, get product in hand, generate content and give guests a more memorable understanding of Campo Viejo’s world.
Insight:
Pasión could not just be described. It needed to be experienced through the senses, across different levels of access and participation. The opportunity was to take Campo Viejo’s pillars of art, music and food and make each one more hybrid, ownable and layered: art became technology, music became movement, food became visual craft, and wine became the social thread connecting VIP, ticketed and digital guests.
Role & Credits:
I led the strategy, concept direction, pitch storytelling and spatial thinking for this live Campo Viejo client pitch, shaping the Discover Your Pasión approach and developing the final activation concepts across the client-provided art, music and food pillars. My role included hybridising each pillar into a layered creative experience, presenting the work to the client, and creating AI-assisted concept visuals that were edited and art directed to bring the activations to life.
Senior Strategic Designer/Project Creative Lead- André Harris, Jr.
F&BM Creative Director - Andy Gregory
Account Director - Pete Edmonston
Account Manager - Annie Gashi
Presentation Designer - Rhianna Grainger