Creative Direction
Concept, experience narrative, and brand systems — from first idea to final decision.
Stadium showsConferencesImmersive worldsFashion showsBrand activationsTrade showsStadium showsConferencesImmersive worldsFashion showsBrand activationsTrade shows
I take an event from the first idea to a show that's ready to run — the design, the direction, and every decision in between.
Track record
25+Years directing live experiences
12Years at the helm of Typographics
10K+Audience at a single show
2Continents — US & Europe
Services
Disciplines
Creative vision, held together by decision and discipline — from the first idea to a show that's ready to run.
Event & Experience Design
The look, feel, and flow of the whole experience: space, stage, scenography, and story.
Live Show Direction
Run of show, stage direction, and every creative call — delivered show-ready, then handed to the production team.
Brand Activation
Modular programs that adapt across formats and venues without losing consistency.
Trade Shows & Exhibitions
Booths and exhibition systems that stay consistent across multiple international shows.
Selected work · Projects
Projects
Typographics
Twelve years directing the show — and the marketing — for New York's premier typography and design festival, at The Cooper Union's Great Hall.
Open project
Farmasi — Horizonte Europe 2026
Stadium-scale brand conventions built around a live main-stage show — designed and directed end to end, through install and handoff.
Open project
Farmasi — Farmasinergy
Farmasi's U.S. convention at Miami's Watsco Center — two concert-scale show days built on one holographic-prism identity, across the stage, screens, and branded activations.
Open project
AR Racking — MODEX 2026
A European racking leader's North American debut at MODEX Atlanta — a bold, graphic-driven booth, from first sketch to built floor.
Open project
The Little Prince World
A 5-acre immersive world in Miami — a 360° projection dome and a multi-room journey through the universe of the book, designed from concept to construction.
Open project
TECAN Group
A Swiss lab-automation leader — one coherent brand across seven shows on two continents, turning complex science into instant spatial clarity.
Open projectClients
- Farmasi
- TECAN Group
- AR Racking
- Nexovis
- Pantiga Group (Locqube)
- Russell Real Estate Group
- The Cooper Union
- Raise Capital — RaiseFest 2025
- Spirit Club
About
Waldo Tejada
I'm Waldo Tejada — a creative director and live-show director based in Brooklyn, with 25+ years directing live experiences: stadium conventions, conferences, trade shows, and immersive worlds. I take each one from the first idea to a show that's ready to run.
More about WaldoThinking
From the director's chair
Field notes on what actually makes live events work — budgets, lead time, and the decisions the audience never sees.
Tell me the lead time, and I’ll tell you how good the show will be.
After twelve years directing one conference, the number that forecasts an event better than its budget: the lead time.
Read more
The most expensive line item on any event isn’t a vendor
When the number comes first, the show follows the number instead of the idea — and what honest direction prevents.
Read more
Contact
Let’s build
Let’s build
something great.
Tell me about your event, your show, or the role you’re hiring for.
Thanks — I’ll be in touch soon.
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