When Luma Olivier was invited to direct a campaign for a Brazilian artist between tour dates, she didn’t just show up with a moodboard — she brought a feeling.
When you first meet Luma Olivier, you don’t immediately see where one discipline ends and the next begins. She speaks in textures, listens through rhythm, and thinks in layers — visual, cultural, emotional. Based between Paris, London, and Dublin, but with roots in Brazil and a deep connection to global creative flows, Olivier is building a different kind of practice — one that resists labels and follows feeling.
Her work — part direction, part strategy, part sensory translation — isn’t easy to pin down. That’s intentional. “I’ve never fit into just one creative lane,” she says. “And I stopped trying to.”
Instead, she built her own system: the Verve Framework™.
“Verve is how I process the world,” she explains. “It’s a method, yes, but it’s also a way of sensing. It allows me to translate emotion and behavior into creative structure — whether that’s visual, sonic, spatial, or all of the above.”
More than a tool, Verve is a hybrid methodology that Luma uses to help brands, artists, and cultural initiatives find form for what they feel. It combines research, aesthetic intuition, narrative design, and cultural insight into an approach that is deeply human and emotionally intelligent.
Olivier’s background is as plural as her current work: she studied sound, worked in fashion imagery, collaborated with musicians, and consulted on brand identity. She often gets called into projects at a point of transition — when something needs to evolve, sharpen, or finally come into focus.
“Most of the people I work with aren’t lost,” she says. “They’re just carrying something powerful that doesn’t yet have shape. My job is to help it take form without losing its truth.”
In her creative direction, emotion and strategy don’t compete — they coexist. She has produced visual campaigns, directed sensorial videos, and designed creative systems that stretch across multiple mediums. But what connects all of it is a commitment to work that resonates — not just performs.
Now, Olivier is preparing to attend SXSW London 2025 not simply as a participant, but as a creative correspondent. Her role there won’t be just to “cover” the event — but to interpret it. To feel what’s shifting in music, culture, and creativity on the ground — and relay it, visually and conceptually, through her Verve lens.
She’s currently partnering with independent brands and artists who want to be represented at the event in an intentional way — beyond logos or traditional sponsorships. Olivier offers creative documentation, visual storytelling, and cultural insight for those who want to be present in spirit — and in style.
In a time when speed and volume dominate creative industries, Luma Olivier is advocating for something else:
Slowness. Depth. Real connection.
“People don’t remember campaigns,” she says quietly. “They remember how something made them feel.”
