Vela Bela ___ Pop-Up Experiences
Art Direction · Set Styling · Photography · Production Design · Experiential Marketing · Brand Storytelling
A visual storytelling and art direction project developed for Vela Bela, a hospitality brand curating pop-up dining experiences across Europe.
The campaign translated the brand’s playful yet sophisticated spirit into promotional materials - including photography, video, and digital assets for social media, the website, and ticketing platforms.
Through concept development, set design, and photography, the project captured the sensory, elegant essence of “the Vela Bela way.”
BRIEF
Vela Bela is a hospitality brand that curates boutique pop-up dining and event experiences across Europe.
The challenge was to create visual and narrative assets that would communicate “the Vela Bela way”, the brand’s philosophy of playful sophistication and sensorial hospitality for use across social media, the website, and ticketing platforms.
GOAL
To develop a visual identity and campaign language that translates Vela Bela’s immersive spirit into promotional materials, including photography, video, and graphic assets that invite audiences to experience the brand’s world.
Instagram dvertising
PROCESS
Working in collaboration with the creative and production team, I co-developed the art direction and visual concept for the campaign, shaping both the aesthetic and emotional tone of the content.
Art Direction: Defined the campaign’s visual narrative, balancing warmth, spontaneity, and elegance to reflect the brand’s core values.
Set Design & Styling: Designed the set environment and selected materials, colors, and props that echoed the brand’s tactile, Mediterranean-inspired aesthetic.
Photography: Captured imagery for the promo film, posters, and digital materials, focusing on sensory details and the atmosphere.
Post-Production & Editing: Oversaw the visual tone and editing style to ensure consistency across platforms- Instagram, the website, and digital ticketing channels.
moodboards
MY ROLE
I worked as the project’s photographer, responsible for capturing the campaign’s visual identity and atmosphere.
I also directed the lighting, styling, and set composition, ensuring that every frame reflected the brand’s warm, elegant, and sensory character.
In collaboration with the creative team, I contributed to the concept and art direction, shaping a cohesive visual narrative across photography and promotional materials.
SOFT SKILLS IN ACTION
Conceptual Thinking: Translated a sensory hospitality experience into digital visual storytelling.
Collaboration: Worked closely with production and brand teams to align aesthetics and messaging.
Adaptability: Adjusted creative direction to fit both lifestyle and promotional formats.
Artistic Vision: Balanced commercial clarity with emotional depth and aesthetic coherence.
Attention to Detail: Directed lighting, color, and composition to create harmony between brand and mood.
Photographic experiences
CHALLENGES
Translating a multi-sensory, in-person brand experience into compelling digital visuals, while preserving the intimacy and sophistication that define Vela Bela.
Focused on materiality and light - using close-up photography, tactile compositions, and warm color grading to evoke the feeling of presence and connection. Collaboration with the team ensured that the campaign visuals reflected the event experience authentically yet aspirationally.
Photos from brand events
IMPACT
The final campaign provided Vela Bela with a cohesive suite of promotional materials - photography, video, and digital graphics, used across their website, Instagram, and ticketing platforms. It helped establish a consistent visual identity that elevated the brand’s online presence and communicated its experiential essence to a broader audience.
promo video
Event registration page (AI intervention in image editing)