Greg LombardoCreative Director, Brand Experiences
He’s a triple threat
Greg knows brands, he knows design and he knows live performance. Maybe most important, he tells compelling stories. His background in advertising enables him instinctively understand how to engage companies to express their brand. But in his work for BRC, he searches for the story behind the brand. Greg knows how BRC can deliver brand experiences that have an impact.
He’s a critical thinker
When he’s working on a project, Greg turns around good ideas, looks at it from different angles to find the great idea. The hit solution, the thing that people will talk about long after an experience is over. He wants to fall in love with the idea. When he finds that passion, he’s off to the races.
He understands the power of a great brand
Great brands have a story to tell. Greg’s job is to find that story and bring it to life for people. When he works on your project, Greg will try to understand how you as the client see your brand. If your brand is a guest at a party everyone should want to hang out with the brand. Greg gets excited to come to work each day because he knows he has the chance to achieve this goal that will surprise and delight audiences and clients.
He knows how to connect with people
While working on the USA Pavilion project as part of Shanghai World Expo, a big challenge was to overcome global stereotypes of the United States. He found in his extensive research process a common view that many Americans were not polite or warm. He knew he needed to find a hook to show a different side of America that many around the world aren’t exposed to in the media. The people of the Expo host country, China, provided special inspiration as Greg took on an incredibly ambitious challenge of reintroducing Americans for the World Expo. Leading to a successful rebranding the people of the USA for millions of international visitors.
He gets involved
For the USA Pavilion Greg started with a road trip. He picked up a camera and traveled through America to develop a video to introduce the USA Pavilion’s Main Show. The concept was simple: a friendly hello from the USA. Greg got everyone from Kobe Bryant to small town grocers to greet people in a pavilion halfway around the world in their best efforts at Mandarin. The result was a smash. Viewers watched this little snapshot and had a better sense of what America is really all about.
He’s always looking ahead
As an internet junkie Greg keeps his eye on trends and technologies. He’s always looking for new ways immersive brand experiences can use them as a gateway to form a long-term relationship with visitors. Greg pursues new ways to get participants invested. They are active co-creators in a process to create something extraordinary.