"Casa Pasión" Brand Activation
Campo Viejo
"Casa Pasión" Brand Activation
Campo Viejo
Objective:
To bring "pasión" to life in the UK and reinforce Campo Viejo's quality credentials through various activations within "Casa Pasión", a pop-up experiential event that transforms passion into a multi-sensory journey of art, gastronomy, and music.
What I Delivered: Ideated, creative directed, delivered, and presented the pitch for “Discover Your Pasión”, the immersive brand activation concept for Campo Viejo's "Casa Pasión"
Campo Viejo challenged us to bring their signature pasión to life for UK audiences through a pop-up experiential event that would drive awareness, get product in hand, capture data/content, and generate revenue. As Creative Director, I developed a series of activations built on the belief that everyone holds an untapped passion waiting to be discovered.
The concept unfolded within a striking factory/loft space filled with mirrors, colour, and sensory exploration. Guests were invited to uncover their unique passions across three creative pillars: Art & Creativity, Gastronomy, and Music. From paint-and-sip classes and culinary demos to AI-prompted visual manifestations of one's "passion" and wine masterclasses, the experience encouraged self-expression and joyful discovery. Distinct pathways for each activation were designed for VIPs, ticketed guests, and digital audiences to maximise reach and inclusivity.
While ultimately a pitch concept, our take on Casa Pasión received high praise for its inventive layering of experiences, deep alignment with Campo Viejo’s ethos, and its clear, scalable roadmap for turning passion into brand immersion.
Senior Strategic Designer/Project Creative Director - André Harris, Jr.
F&BM Creative Director - Andy Gregory
Account Director - Pete Edmonston
Account Manager - Annie Gashi
Presentation Designer - Rhianna Grainger
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. // AH Design, Intl. 2024
Campo Viejo
"Casa Pasión" Brand Activation
Objective:
To bring "pasión" to life in the UK and reinforce Campo Viejo's quality credentials through various activations within "Casa Pasión", a pop-up experiential event that transforms passion into a multi-sensory journey of art, gastronomy, and music.
What I Delivered: Ideated, creative directed, delivered, and presented the pitch for “Discover Your Pasión”, the immersive brand activation concept for Campo Viejo's "Casa Pasión"
Campo Viejo challenged us to bring their signature pasión to life for UK audiences through a pop-up experiential event that would drive awareness, get product in hand, capture data/content, and generate revenue. As Creative Director, I developed a series of activations built on the belief that everyone holds an untapped passion waiting to be discovered.
The concept unfolded within a striking factory/loft space filled with mirrors, colour, and sensory exploration. Guests were invited to uncover their unique passions across three creative pillars: Art & Creativity, Gastronomy, and Music. From paint-and-sip classes and culinary demos to AI-prompted visual manifestations of one's "passion" and wine masterclasses, the experience encouraged self-expression and joyful discovery. Distinct pathways for each activation were designed for VIPs, ticketed guests, and digital audiences to maximise reach and inclusivity.
While ultimately a pitch concept, our take on Casa Pasión received high praise for its inventive layering of experiences, deep alignment with Campo Viejo’s ethos, and its clear, scalable roadmap for turning passion into brand immersion.
What I Delivered: Ideated, creative directed, delivered, and presented the pitch for “Discover Your Pasión”, the immersive brand activation concept for Campo Viejo's "Casa Pasión"
Campo Viejo challenged us to bring their signature pasión to life for UK audiences through a pop-up experiential event that would drive awareness, get product in hand, capture data/content, and generate revenue. As Creative Director, I developed a series of activations built on the belief that everyone holds an untapped passion waiting to be discovered.
The concept unfolded within a striking factory/loft space filled with mirrors, colour, and sensory exploration. Guests were invited to uncover their unique passions across three creative pillars: Art & Creativity, Gastronomy, and Music. From paint-and-sip classes and culinary demos to AI-prompted visual manifestations of one's "passion" and wine masterclasses, the experience encouraged self-expression and joyful discovery. Distinct pathways for each activation were designed for VIPs, ticketed guests, and digital audiences to maximise reach and inclusivity.
While ultimately a pitch concept, our take on Casa Pasión received high praise for its inventive layering of experiences, deep alignment with Campo Viejo’s ethos, and its clear, scalable roadmap for turning passion into brand immersion.
Senior Strategic Designer/Project Creative Director - André Harris, Jr.
F&BM Creative Director - Andy Gregory
Account Director - Pete Edmonston
Account Manager - Annie Gashi
Presentation Designer - Rhianna Grainger
