Alberico Camacho

As a Experiental Designer I create solutions and strategies to solve all kinkd of needs. Focused on the consumer, I achieve transmitting the essence of a brand, service or product to them through a real experience, Consumers understand the intrinsic values of a brand and the elements related to it, its philosophy and lifestyle. Testing a product is not enough against the identification needs of consumers, this identification gives them a voice, a way of thinking, a culture.

I returned to Upgrade to coordinate one of the richest experiences in my life: the development of the Smirnoff's Chiller Shots Machine.

The challege was to design, produce a prototype and then preparre it to mass production and sell it globaly. So since the begining I had to work hand to hand with an ingenieer specialized in machine devepment. The challenge was not easy because all the considerations in dimmensions, cooling process and the delivery of the product. The machine was capable of deliver until 6 glasses of 8 oz (6 shots) in less than 3 seconds at -3º C only by pressing one button. It also had glasses detectors to serve or not and it makes an illuminaiton show.

I was responsible for creating and developing new products with the use of the ultimate technologies. I learned software to develop apps in touchscreens, immersive digital experiences with virtual reality glasses, tracking apps for smartphones among others.

The principal project I was responsible for was the technological update of the council room for the president of the company Ricardo Salinas Pliego.

The project implied several architectural modifications as well as the use of the newest technologies in projection, touchscreens, switchable glass, illumination profiles and automation.

Upgrade is an incredible BTL agency. First of all for its people, and second for its two visionary team of founders. Both have an activist aproach and they try to generate something benefical for people through brands, so brands reach target consumers at the same time they help others.

I was the director of the industrial design and I did a lot of projects but one of my favorites and funiest ones was the Urban Centers for Grupo Modelo. The project consisted into design several pieces of furniture, decoration, places and basicly intervent with design to more than 250 points of consuption in CDMX, Guadalajara and Monterrey cities.

One of the gratest experiences and moments in my life. Not just for the company, the relevance of the projects but for the talented, creative and incredible people I met. I had the chance to work for almost any brand the agency had at that time and with every one who work at that time, so I met close to a hundred of cool people.

In this agency I was the only one industrial designer, so I could collaborate in almost any project in the agency. I learn many things and was responsable for the design, production and implementation of my projects.

As an Industrial designer in adveertising I collaborated with the Saatchi X (Saatchi & Experience) area. It was my first experience doing industrial design for brands and I loved it.

As an Industrial designer trainee I was responsible for 3D modeling and rendering some of the projects. I learned to visualize for international contests and local projects. It was an incredible experience to work hand to hand with one of the most renowed architects in Mexico: Fernando Romero.