i’m lyelca

Los Angeles–based Experiential Creative Director & Production Designer with 12+ years of experience shaping brands, spaces, and experiences from concept to execution. From screen to site.

With a foundation in design and a passion for bringing ideas into the physical world, my work spans brand strategy, digital experiences, large-scale festivals, experiential activations, and hospitality. I bridge creative direction and hands-on production, leading everything from visual storytelling and client relationships to spatial design, fabrication, event production, and onsite execution.

I've led creative work for Wonderfront Music Festival, IndyCar, Sierra Nevada, FOX Sports / FIFA 2026, Temecula Valley Balloon & Wine Festival, Hot Wheels, and Bluebird Social.

My experience across disciplines gives me a unique perspective on creative leadership — connecting strategy, design, people, and production to bring ambitious ideas to life. I know how to build a compelling vision, earn client trust, guide creative teams, and navigate the realities of execution without losing sight of the original idea. I'm as comfortable leading the room as I am onsite in my Blundstones, finding solutions and navigating the inevitable curveballs well into the wee hours.

A little grit and a lot of good energy go a long way. I lead with curiosity, conviction, and the confidence that comes from experience.