Fernando Guada
"My job is to convert needs into a great idea,
with a solid and executable narrative,
which serves a powerful insight
and is sustained by a coherent and realistic budget."
“My attitude defines and makes me stand out”
My profile serves as the strategic nexus between the creative vision and its practical, technical, and financial execution. I’m proud to say, that I approach my work from the understanding of all the parties involved.
I have successfully led multidisciplinary projects, managed global and multicultural teams, executed budgets, and coordinated stakeholders to ensure flawless performance and exceptional results — much like an orchestra conductor who isn’t afraid to get hands-on.
My strong conviction and expertise in emotional, sensorial, and experiential communication have been shared at institutions such as IE Business School, UPV or EIBTM, as well as in corporate environments, actively applying this knowledge in my day-to-day.
My experience spans diverse sectors and project types, including transmedia concepts, event conceptualisation and supervision, digital content, marketing integration, interactive installations and spaces, and product design.
30 seconds
Selected projects
Scenting
Upside Down Amsterdam
At The Upside Down Amsterdam, experience isn’t an afterthought, it’s the main thing. But how can you take this to an even higher level in Europe’s largest Instagram museum? And how to make visitors feel completely part of the ‘ultimate Instagrammable Dutch Experience’? From this question, a collaboration between us and ONYX AV for The Upside Down Amsterdam was born.
To provide The Upside Down Amsterdam with the ultimate scent experience, we themed all 25 rooms and decor, with a total size of 1,500 m², with different scents. Additionally, when placing the scent devices, we ensured that they became an integral part of the environment. In this way, every visitor now experiences this unique experience even better!
Space design + interactive installations
Explore three retail space design cases, showcasing brands from vastly different sectors, target audience, market positioning and embodying contrasting brand identities. Interactive installations are a common thread across all three.
Starbucks FOOH on the train
Creativity to ensure integration with media strategy, conceptualisation and realistic vision, technical planning and digital production management, team coordination and communication.
Panme
A collaborative music experience for Sonar+D, featuring face-tracking and facial detection technology, loads of open-source, and a retro-graphic holographic screen to depicts the session being composed by 4 users creating music in real time.
An iPad in front of the each user will display their facial movements as well as a graphic representation of the audio interface. Moreover, while doing it, the interface captures footage of the user and sends them to a spiral 3D slideshow controlled by a leap motion sensor.
Transmedia concept
One thing, one concept, in many forms that spans from innovative retail design and engaging interactive experiences – crafted to convey brand territories – all the way to the development of a new product and its launch campaign.
Values & approach
Proactive and dynamic, I always try to adapt, learn and improve; with energy and a permanent smile on my face.
I enjoy contributing, getting involved, and actively committing myself to each project. I like to think on the long road.
My experience and cross-knowledge, the ability to understand, and therefore manage, the connections between creative and technical teams, as well as the needs of clients and suppliers.
I understand how vital it is to get involved to create exceptional solutions, from the inside out. I am seeking a company where I can contribute my experience and face challenges that allow me to grow professionally and personally, while also contributing to the company’s growth, along the way.
Evolve
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Challenge
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Innovation
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Impact
I like
#art+++music
#analogicphoto
#realspoonfood
#enology
#neuromarketing
#storydoing