POSSIBLE's Global Leadership Summit

Every year POSSIBLE's top brass from around the world gather together to create the agency's vision for the coming year. I, along with some of POSSIBLE's best and brightest creatives from around the country, was tasked with coming up with the look & feel for the huge global event. All I knew to begin was that the theme was "Defiance" and the summit was going to be held in Cuba.

After digging into the research about Cuba, it's history & culture, and the inspiring stories of its resourceful citizens, I realized that Cuba cannot simply be distilled into one word. So I focused on the mosaic of stories I had come across and on how the Cuban people have an incredible talent for making something new out of something old. Thus, the visual direction of collage came to pass — collage —  building something new out of something old. Then, we combined the idea of collage with the defiant, made-under-the-cover-of-darkness street art of Cuban's citizens.

Intro Video

To introduce and welcome the summit attendees to Cuba, we created a video that leverages the collage style with some unique dialogue: the man's lines are pulled from Hemingway's Old Man & The Sea, and the woman's lines were written in response to the Hemingway audio track.

Welcome kits

One huge challenge about holding a global summit in Cuba is the total lack of reliable tech infrastructure — No reliable WiFi, no cell phone towers, etc. So the design team created a welcome kit to help ease and prepare the attendees for a week of limited access to technology. The welcome kits were contained in locally-sourced Cuban cigar boxes, and contained: a welcome note, a disposable camera, a map with points of interest around Havana, a cassette tape player with curated playlist, a journal for jotting down notes and inspirational ideas, a suite of postcards to send to POSSIBLE employees around the world during the summit,  and lastly, a deck of cards featuring a different POSSIBLE employee & quote on each card.

The Welcome Kit (cassette player not pictured — they were all donated locally at the end of the summit).

The Welcome Kit (cassette player not pictured — they were all donated locally at the end of the summit).

Map detail

Map detail

Back of map detail

Back of map detail

The map unfolds in a way that reveals something new with each step: the front cover opens into a Spanish phrasebook, which then unfolds into a mini-poster featuring a Cuba-centric quote from Hemingway, and finally the map of Havana is revealed.

The map unfolds in a way that reveals something new with each step: the front cover opens into a Spanish phrasebook, which then unfolds into a mini-poster featuring a Cuba-centric quote from Hemingway, and finally the map of Havana is revealed.

Postcard suite details

Postcard suite details

Additional deliverable detail shots, clockwise from upper left: welcome note, journal, back of postcard, deck of cards

Additional deliverable detail shots, clockwise from upper left: welcome note, journal, back of postcard, deck of cards

Credits: Global CCO: Daniel Chu // North America CCO: Danielle Trivisonno-Hawley // ECDs: Ray Page, Jason Minyo, Adam Kahn // Creatives (ACDs, writers, art directors & designers): Carrie Ingoglia, Lee Groh, Ray Elfers, Margaret Russo, Eddie Sun, Jessi Brown, Adam Strom, Nate Hinners, Tony Aguero