Synergy Creator Spotlight
Continuing with our creator spotlight series, we are highlighting Synergy, a “Creative studio pioneering the fusion of art and technology, embracing the limitless potential of cutting-edge technologies to craft new realities, ignite imagination and inspire hope for the future.” We spoke with Synergy Founder & Creative Director, Nadia Tamez, for insight into some of Synergy’s projects and how they approach their creative process.
How do you approach designing and developing experiences for different industries and purposes, such as education, entertainment, or advertising?
“Our approach to designing and developing augmented reality (AR) experiences revolves around three fundamental principles: empathy, synergy, and pushing the limits. Firstly, we believe in the transformative power of empathy, striving to step into the shoes of our users to understand the intricacies of their digital experiences. Through the fusion of art and creativity, we aspire to craft immersive AR experiences that not only engage but also evoke genuine emotions and connections. Our passion lies in the realm of "edutainment," where we seek to create thrilling interactive encounters that seamlessly blend excitement and education, offering users an enriching journey.
Secondly, we place a profound emphasis on synergy, embracing the belief in the strength of unity and collaboration. Our core values extend beyond merely combining art, creativity, and technology; they encompass the harmonious integration of diverse perspectives within our multidisciplinary team. When collaborating with brands, we encounter a grand variety of industries with our collaborators like HBO, Mercedes-Benz, American Express, Coachella, Nike, Sprite, MLB and more. Whenever we are designing a new project we embark on a deep exploration of their essence, working closely with these brands to mutually enrich and co-create experiences that leave a lasting impact.
Lastly, we embrace the concept of pushing the limits, a spirit colloquially referred to as "the mexicanada" in our cultural context. Recognizing the myriad challenges – be they cultural, social, or technological – we relish the opportunity to get creative and push beyond boundaries. As Mexicans, we inherently find innovative solutions, build new tools, and explore uncharted territories to deliver AR experiences that defy expectations. This commitment to going beyond the ordinary reflects our cultural resilience and determination to continually seek novel expressions and possibilities.
In essence, our approach encapsulates a journey of empathy, user-centric design with collaborative efforts and a mindset of pushing boundaries. By incorporating empathy, synergy, and a willingness to explore new possibilities, you aim to create AR experiences that not only captivate users but also deliver meaningful messages and connections.”
What are a few related projects that you have worked on and would like to feature?
“No Te Mueras Hoy - ConectAR LATAM - Día de Muertos
Artistic installation of the guardians of Mitlán, Mictlantecuhtli and Mictecacíhuatl, who guard the portal between Mitlán, the underworld in ancient Aztec mythology and the terrestrial world. The physical installation will consist of a 3.5 x 3 M hand-illustrated and graphically printed art. Said artwork invites the spectator to immerse themselves and be part of the narrative of the piece, generating a photo-opportunity that reveals the portal that one does not physically see, to the world of Mitlán and its guardians, being the door between the world of the dead. . and the living.
This project was one of the effects created to celebrate our rich Mexican roots and traditions of Día de Muertos (Day of the Dead), serving as an educational tool for workshops conducted in Spanish, highlighting the cultural significance and history of Día de Muertos, utilizing different advanced capabilities for ConectAR LATAM, an event sponsored by Meta we helped organize that aimed to make Meta Spark Augmented Reality accessible to Latin America, by pioneering a replicable program that not only ignites the flames of curiosity but also bridges the gap between technology and the global community, by tropicalizing the tools, increasing accessibility and opportunities in the industry, starting with Spanish-speaking regions and hopefully expanding to every corner of the globe.”
Cabañas XR - Hombre en Llamas by Jose Clemente Orozco at Cabañas Museum
In a pamphlet published by MoMA in 1940, José Clemente Orozco stated a transcendental vision: “A painting is a poem and nothing more. “A poem made of relationships between words, sounds and ideas.” Through this extended reality effect, called Cabañas XR, the creative firm Synergy Studio takes up the poetics, color and relationship of ideas and sounds captured by Orozco in the mural “El Hombre de Fuego” and transfers them to the metaverse. This mural, in addition to being a masterpiece of Mexican history, being part of the artistic movement at the time with Diego Rivera, Frida Kahlo and David Alfaro Siqueiros, the artwork is also one of the few Mexican World Heritage Sites recognized by UNESCO.
Visit the link below to learn more about Synergy and to see their work:
Instagram: https://www.instagram.com/synergystudio.io/