In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Paolo Bruni, Junior Project Manager from our Dubai studio.
A bit about me…
I’m French-Italian by background and was raised in London, which gave me a strong mix of cultures from early on. I went on to study marketing at university, driven by an interest in how brands connect with people through storytelling.
I’m a sports fanatic. I grew up playing and trying just about every sport I could. The ones I truly excelled at were football, swimming, and tennis. As I got older, I developed a bit of an obsession with golf and padel.
Being a Pisces, I naturally gravitate toward the water and love anything ocean-related. That said, I definitely like to keep my feet on the ground, so anything involving heights is a firm no… ironically, I have a deep love for aviation. Go figure…
I value loyalty and family. Those are two core beliefs that guide how I live and connect with others.
The creative experience that influenced me the most…
In 2023, I travelled to Mexico and visited Chichén Itzá, one of the wonders of the world. Hidden deep in the jungle, it was packed with people from all over the world, and I was amazed by how far they’d come just to experience it. I found myself fascinated by its history, wondering how and why these pyramids were built, and what stories they were meant to tell. What really stayed with me was the idea that something created so long ago could still connect with people today.
It was a reminder of how great storytelling and purposeful design can transcend time, culture, and language, something I try to carry into every creative project I work on.
My industry hero is…
My industry hero? That would be me 15 years from now. In true Matthew McConaughey style, I’m chasing the person I hope to become: someone who’s grown through experience, stayed curious, taken risks, and built a career creating meaningful, unforgettable experiences. I may never catch him, but he’ll always keep me moving forward.
The piece of work I’m most proud of…
One of the projects I’m most proud of is designing the drive experience for the latest Ford F-150 series in Dubai. Working with a brand I genuinely admire and actually use made my experience even more exciting.
For this event, I worked within a small team responsible for curating a full-day drive experience for 50 guests, allowing them to get hands-on with the F-150 across a series of scenic routes and mixed terrain, from urban highways to rugged desert tracks. The goal was to showcase the versatility and performance of the vehicle in a real-world, immersive setting. We managed a fleet of 10 x F-150s, strategically rotated among guests to maximise the drive time and give everyone a feel for the different trims.
Fun Fact (and slightly stressful) detail: I was entrusted with all 10 car keys for three days – and I was obsessively checking my bag every 15 minutes to make sure none had gone missing. Thankfully, they all made it back safely. Although I did temporarily “lose” one during de-rig, as the supplier brought back one of the cars that was meant to stay overnight. This meant a lot of stressful phone calls at midnight trying to locate the vehicle in Dubai. Thankfully we found it in the end.
The piece of work that makes me cringe…
One of my less shining moments happened in the winter of 2024, during the lead-up to Google Cloud’s Summit in Riyadh. I was responsible for a large portion of the merchandising and branding — all was on track: suppliers were locked in, samples approved, and everything was ready for delivery to the venue a few days before the event.
That’s when the Dubai-based supplier called to ask if, instead of direct delivery to Riyadh, they could send everything to our Dubai office. He assured me the items would be neatly divided into individual packages so we could each carry them in our suitcases. It sounded manageable, so I agreed.
The delivery arrived at 8 PM the night before our flight. I expected a quick 20-minute job of sorting and assigning the packages. Instead, I walked into the office to find eight massive boxes being unloaded. While I stood there trying to process the situation, the delivery guy casually mentioned, “This is only half of it.”
After nearly four hours of sorting, weighing, and repacking, we somehow managed to distribute everything among the team’s luggage. We arrived in Riyadh packed to the brim, only to be stopped at the border, where we had to explain our overstuffed suitcases full of branded swag to some very puzzled customs officers.
Lesson learned: always work with local suppliers in the country where your event is taking place.
The experience I wish I had created…
One of the experiences I wish I had been part of, or at least had the chance to contribute to, was the Qatar World Cup in 2022. I joined Imagination just a few months after the event, and when my new colleagues began sharing stories about the VIP hotel experience they created for FIFA delegates, including retired football legends, my heart sank a little.
As a lifelong football fan, it felt like the ultimate dream assignment. On top of curating the experience, they also got to attend the matches. Meeting and engaging with some of the game’s greats would have made both my younger and current self smile from ear to ear.
Maybe I’ll get my shot in 2034 when the World Cup comes to the Kingdom.
Advice to my 18-year-old self…
Worry less about what others might think; it matters far less than you imagine. Stay curious, and don’t be afraid to ask questions, even if you think they sound basic. Chances are, at least a few others are wondering the same thing but are too afraid to ask.
What’s next?
I’m currently juggling a few exciting projects. From organising our 5th Google Cloud Summit this November (thankfully, I’m not handling merchandising this time), to overseeing Shell’s presence at ADIPEC in Abu Dhabi. But the one I’m most excited about is a project that’s still a little way off.
In early 2027, a major F&B company will be hosting its biannual leadership conference in Dubai – a three-day strategic gathering aimed at shaping the company’s future direction and positioning. What makes this one particularly special is how it will blend Dubai’s rich heritage with its modern identity – a true meeting of old and new. With a strong sense of place and authenticity woven into the experience, I’m confident it will be a memorable and meaningful event.
More like this
