In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Viviana Stecconi, Client Services Director from our Dubai studio.
Tell us what you do…
My role sits somewhere between clients, strategy, creative, and delivery, so essentially, I help turn ambitious ideas into real experiences. A big part of what I do is understanding what a client is actually trying to achieve, bringing the right disciplines and people together, and then making sure the original creative ambition survives all the way through to delivery.
But there is another part of the job too. As my lovely colleague Wesley Richardson once put it, I’m also a bit of a “sh*t stopper,” which means filtering out the noise, confusion and unnecessary pressure coming from clients so that strategy, creative, design and production can actually do their jobs properly and efficiently.
Working in the Middle East means the scale and pace can be extraordinary. One day we might be thinking about a permanent destination, the next an exhibition, summit or cultural event. That variety is probably what I love most as no two briefs are ever quite the same, and there is always another problem to solve.
A bit about me…
I’m originally Italian, but I’ve spent most of my adult life living abroad: twelve years in London, three and a half years in Tokyo, and now almost four years in Dubai.
I originally trained as an interior designer, but quite quickly realised I was more interested in the thinking behind design, so I moved into design and brand strategy, which eventually evolved into the broader experience work I do today.
I love travelling and experiencing new places… ideally not just visiting them, but actually living in them. I think being slightly outside your comfort zone keeps you curious.
Outside work, I’m a mum of three young children (1, 4 and 6) and have an amazing Shiba Inu Mame called Leika, originally from Hokkaido, so downtime is rarely particularly quiet. When I do get it, I love discovering new places, art, design, food and generally going somewhere I haven’t been before. I’m curious, impatient, very direct and probably happiest when there is a problem to solve.
For me, a good experience has to have…
One strong idea at its heart.
Everything else should support it rather than compete with it. The best experiences make people feel something without having to explain themselves too much. Space, story, brand, content, technology and human interaction should all work together so naturally that the audience doesn’t notice the individual disciplines. And technology should never be there simply because we can use it. If removing something makes the experience stronger, remove it.
Ultimately, I think a great experience is one you remember and ideally one you want to experience again.
The experience that has influenced me the most…
Dan Flavin’s light installations.
I’ve seen his work many times, in different places, and somehow I can never stop myself from going back. What fascinates me is how little he needs to completely transform a space. The work is essentially light, colour and architecture, yet the experience changes depending on where you stand, how you move through the room and how long you stay there. I particularly love the moments where the light completely takes over the architecture. You’re no longer looking at an object; you’re inside the work.
In our industry there can be a temptation to add more: more technology, more content, more layers. Flavin constantly reminds me that sometimes one incredibly strong idea, executed perfectly, is far more powerful.
The person that inspired you the most…
My dad. He taught me to work hard, to care about the details, and to never compromise on quality just because something is difficult. He has always had this incredible combination of discipline and curiosity. A real love of travelling, discovering new places, being active and, very importantly, eating well. What has probably influenced me most, though, is the way he has always made time for family. No matter how busy life gets, he has always been committed to being present for his children. That balance of working hard, expecting a lot from yourself, staying curious about the world and still making time for the people you love is something I’ve carried with me throughout my life.
The piece of work I’m most proud of…
One has to be the Turkish Airlines rebrand. It was a true 360-degree transformation, spanning everything from the aircraft themselves to tickets and passenger touchpoints. I learned an enormous amount from that project, and there is still something incredibly satisfying about getting onto a plane that you actually helped design.
Another is Wadi Ashar Dialogues. An incredible event in one of the most magical places on earth. The landscape, setting, and atmosphere became part of the experience itself. It was one of those rare projects where you almost couldn’t have designed a better backdrop.
If I could change one thing about how our industry works, it would be…
Waste less time and talent.
Our industry is incredibly good at generating ideas, but sometimes incredibly bad at protecting the time and energy of the people creating them. I’ve worked on projects where enormous teams have spent months (sometimes years) producing extraordinary amounts of work, only for priorities to change, projects to pause, or whole directions to disappear.
I completely understand that change is part of our business, particularly on projects of huge scale, but I would love to see more clarity, faster decision-making and greater respect for people’s time. Fewer endless rounds. Fewer meetings waiting for another meeting. More time actually making great work.
Any advice to my younger self…
Don’t worry so much about having the perfect plan.
Trust your instincts, stay curious and say yes to things that take you somewhere unexpected. Travel as much as you can and, if you get the chance, live in different places; it keeps you on your toes and teaches you more than you realise.
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