SMARTLY GROWTH SUMMIT
CLIENT: Smartly
LOCATION: Amsterdam, The Netherlands
YEAR: 2026
ROLE: Creative Direction for C2 Studio
Smartly is a global AI-powered advertising platform that automates and optimizes creative production and media buying across major social channels.
The Growth Summit is the brand’s flagship event, bringing together 500+ global creative directors, media leads, and agency partners to explore the intersection of AI orchestration and human-centric design. The 2026 event launched the brand's yearly roadmap with immersive technical storytelling, multi-stage content delivery, and experiential networking.
ENvironment Design
The concept of growth translated into the physical environment through the four key design expressions of Elevation, Expansion, Transformation, and Multiplication. This was brought to life through a monochromatic palette of the unique brand purple, utilizing immersive lighting, reflective metallics, and visual repetition to create a high-impact environment.
DE HALLEN STUDIOS FLOOR PLAN
MULTIMEDIA Design
MOTION DESIGN: Giacomo Ferron
The multimedia direction established an aesthetic of refined futurism, integrating iridescent glass textures and prismatic light to bridge the digital and physical environment. By translating the Growth Summit’s core brand expressions into symbolic motion graphics, the screen content served as a visual metaphor for growth. This narrative was reinforced by uplifting atmospheric sound with depth-driven textures, synthesizing the on-screen programming into a cohesive spatial experience.
experience Design
The Communication Lab was a custom experience designed around Smartly's messaging, centering a collaborative challenge within an unconventional pool environment. This highly active workshop engaged participants through a rotating simulation where they acted in different roles with restricted communication to assemble a collective puzzle. By cycling through these distinct vantage points, participants experienced a tactile lesson in collaboration and adaptability. The high-energy format ensured total engagement, leaving them with a grounded understanding of their communication styles and actionable strategies to elevate team performance beyond the event.
