I oversaw the full production pipeline for the event’s visual identity — from social content to venue design. I personally created animation templates in After Effects, which allowed the team to replicate dynamic visual posts with ease. I ran hands-on training sessions to help team members — many of whom had little motion design experience — learn how to produce quality social content on tight timelines. I also implemented a content calendar for rollout, mapped all brand touchpoints across the attendee journey, and ensured that every asset, from speaker graphics to stage visuals, aligned with our narrative and design system.

Beyond visuals, I supported core event logistics. I coordinated with guest speakers, helped structure the day’s schedule, and brought in a live music performance by directly connecting local musicians — an element that helped elevate the experience beyond the traditional TED format. I worked across teams, stepped into operational gaps, and helped problem-solve live challenges as they arose, from tech setup to speaker flow. My creative leadership extended far past visuals — it shaped the rhythm and tone of the event as a whole.

Ultimately, the event sold out, social engagement soared, and our content was shared widely across IE’s internal channels. TEDxIE Madrid became one of the most talked-about editions in recent years — thanks to a narrative that resonated, a brand system that held it together, and a team that knew exactly what they were building.