FREEDOM IN MOTION: Behind the Scenes

The production story — for peers, press, and potential clients

There are moments in your career where everything you know how to do gets called upon at once. FREEDOM IN MOTION was one of those moments.

The show came together in less than two weeks. The space was in Miami’s Design District — a beautiful studio I had visited briefly before. But for this, I worked entirely from a floor plan sent to me in London. That was all I had.

From a Floor Plan, In London

I converted every measurement from inches to centimetres, window by window, triptych frame by triptych frame. From those plans alone, I designed the entire show.

The space was intimate and beautiful, but it had almost no usable wall space. So I redesigned around that constraint. I created double-sided vinyl panels — printed in the UK, engineered to hang from the ceiling on wire and stoppers I sourced from London — so the images would float in the space, visible from every angle, filling the room with movement before a single guest walked in.

I also designed four light boxes, three of them colour-matched to the bar interior, and a series of framed limited edition prints in black and white — so visitors could see three completely different ways of living with my work.

Every image was chosen deliberately. The hero images centred on a professional stunt horsewoman — my long-time inspiration — and a woman with a Great Dane. I wanted the feeling of power that isn’t aggressive. Control that isn’t fear. Strength that is quietly, completely feminine.

London to Miami, In My Luggage

The vinyl panels were printed in London because I had calculated precisely that they would fit within airline checked luggage limits. 23 kilograms. 208 centimetres. I was not leaving the centrepiece of the show to couriers or customs. I carried everything myself.

I flew to Miami on April 20th. My first site visit was April 21st — I dropped off the prints made in London, collected the light boxes produced in Miami, picked up the frames from the framer that same morning, and walked properly into the space for the very first time.

Then I installed everything on a ladder. Every hook, every wire, every measurement checked and rechecked with my friend and collaborator Frank Colmenares.

The Sponsors

Alongside all of this, I was running a sponsorship campaign from my laptop. Hundreds of emails. Brands that never replied. Brands that said no. Brands that went quiet.

Four extraordinary people said yes.

@msbunniecakes came on board with an idea I brought to them: printing my photographs directly onto the cakes. @filthyfoods joined with their incredible garnishes and mixers.

Through a generous personal introduction, I connected with @chromehorsetequila — Chrome Horse Tequila became our headline drinks partner. And @vividsalonmiami, the salon next door to Bea’s studio, connected us with a white horse for opening night.

Every Detail

The cocktail menu was curated to tell a story. Dirty Diana. La Caraqueña. La Perla del Caribe. Free Bird. Every name drawn from my Venezuelan roots, my name, my obsession with freedom and motion.

Back in London, I produced the exterior video projections with my editor Pat Dam Smyth, weaving all the sponsors into the visuals. I designed the invitations. Built the sponsorship deck. Reached out to press. Created the online shop on my website. Curated the goodie bags. Printed postcards with QR codes. Booked the performers. Hosted the night.

Opening Night

Equestrian Olympian @im_mathildatkarlsson walked in on a white horse as the doors opened. Venezuelan singer @lecocoramos performed Tonada de Luna Llena by Simón Díaz live in the room. @kobayashiflorals filled the space with extraordinary orchid arrangements — Venezuela’s national flower — that made the studio feel ancient and alive at the same time.

What This Was

FREEDOM IN MOTION was thirty years of knowing how to see, and a lifetime of knowing how to produce.

From a floor plan and a phone call, working from London, I conceived, designed, printed, packed, flew, installed, sponsored, curated, marketed, and hosted an exhibition I am immensely proud of. Every detail was thought through. Everything was made with intention.

This is what I do. This is JAG Creative Studio.

If you are looking for a creative director and producer who can turn a vision into something extraordinary — get in touch.dg@dianagomez.com | jagcreativestudio.com