DESSERTO
®
Reimagining how a physical material can be experienced digitally.
Creative Strategy · Experience Design · Innovation · Creative Direction
Mexico · 2020 · 6 months
01
THE CHALLENGE
A material you need to touch, in a market that couldn't touch it.
Desserto had gained international recognition but struggled to build awareness and adoption in Mexico. For B2B buyers, designers and manufacturers, the challenge went beyond sustainability awareness: they needed to understand the material's quality, properties and applications.
02
THE REFRAME
The challenge wasn't to digitize the showroom. It was to digitize the information people gained through physical interaction.
I led a multidisciplinary team to explore how technology could recreate the sensory, technical and visual information traditionally obtained through physical material samples.
03
THE SYSTEM
EDUCATE
Communication campaign
CONNECT
Sensory connection kit
VIRTUAL JOURNEY
Virtual journey + showroom
EXPERIENCE
Interactive 3D catalogue
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A digital-to-physical ecosystem designed to reduce the learning curve, build trust and make the material easier to evaluate.
04
MY ROLE
05
OUTCOME
CREATIVE & STRATEGY LEAD
IMPLEMENTED
6 months. 10 people. 5 disciplines
I led the project from initial diagnosis and research through concept development, client presentations, multidisciplinary collaboration and strategic refinement.
Campaign
Sensory connection Kit
Virtual journey
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Strategy
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Research
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Client leadership
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Creative Direction
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Concept development
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Team direction
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Technology exploration
Virtual Showroom
NEXT PHASE
Immersive showroom
Interactive 3D Catalogue
The 3D catalogue was positively received but deferred due to implementation cost, remaining part of Desserto's future digital roadmap.
06
LEARNING
“
Designing for different audiences requires more than understanding their needs. It requires challenging the assumptions your own team brings to the problem.
