BAPS

BAPS is one of the world’s largest cultural organisations, serving diverse audiences across generations, languages and formats. Over almost a decade, I led creative direction, narrative development and presentation storytelling across flagship live events, film, editorial and digital experiences. My role was to turn complex cultural and philosophical ideas into clear, emotionally resonant stories for audiences ranging from intimate stakeholder groups to live events of 1,000+ attendees and a wider global audience of more than 500,000 people. I directed more than 200 integrated campaigns and flagship productions, shaping keynote-style presentations, stage content, narrative frameworks, visual systems and supporting communications. The work required close collaboration across content, design, production, communications and senior stakeholders, often under fixed event deadlines and live-production constraints. Alongside individual events, I developed creative playbooks, presentation frameworks and review systems that improved consistency, accelerated delivery and helped a multidisciplinary team of 20+ creatives work with one voice across formats. Audience insight and qualitative feedback informed messaging, pacing and continual refinement, while AI-assisted workflows later supported research, planning and creative development. The result was a scalable creative system designed not only to produce content, but to create coherent audience experiences people could understand, feel and remember.