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Yasa Sereno

Creative Director


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  • Fashion
  • Advertising
  • Events
  • Film
  • Marketing PR
  • TV
  • Visual Arts
  • Art Direction
  • Design
  • Final Cut Pro
  • Illustrator
  • Photoshop
  • Word

Work history


Creative Director


May 2014 - Feb 2015
  • Desert Pam • Dubai / Niayama • Maldives / Huvafen Fushi • Maldives / Head Office • Bangkok Senior position to assist the brand in its direction of identity. Negotiated and arranged the deal with KCA and Per AQUUM resorts which resulted in raising the most amount from an auction donation on the evening of almost $80,000, Giving incredible exposure to the entertainment industry of PER AQUUM's brand through on stage presence and marketing. Designed collaterals which also featured in the evenings program journal. Alongside Alicia Keys, the evening was also hosted by Sean Puffy Combs, Kanye West and Swizz Beats, guests included Madonna, Aretha Franklin, Clive Davis, Harvey Weinstein. Overseeing the artistic and creative direction for the brand internationally, working closely with Marketing & PR strategic objectives.. Developed conceptual ideas to enhance and align the brands identity with global competition with an ROI mission. Brand ambassador for international high calibre events. Created PAQ concept magazine editorial.


Creative Architect

Viceroy Hotel Group

Dec 2009 - Jan 2014
  • Viceroy Hotel Group delivers one-of-a-kind lifestyle experiences that bring together provocative design and intuitive service in some of the world's most sought-after destinations. Its two distinctive collections of properties – Viceroy Hotels and Resorts and Urban Retreats – redefine the very concept of boutique and luxury hospitality. Positioned as a full-service lifestyle luxury hotel brand, Viceroy is the company’s flagship brand with an exciting portfolio of the world’s finest hotels and resorts located throughout the world. In sky scraping cities and pace setting playgrounds, Viceroy Hotels and Resorts re-imagines the essence of style and service. Expansive oceanfront villas, exclusive cosmopolitan suites and concierge-attended resort enclaves: surroundings that inspire discerning guests and residents to indulge in a life as singular as it is sumptuous. Identity Productions has consulted, created and implemented artistic direction for the Viceroy group and company profile. We have sound designed music for all locations within the resort for Viceroy Snowmass, this included every restaurant, public area, pool areas and a specially designed music mood menu for the Spa. We have produced and developed branded music albums and created video advertising media campaigns for Viceroy Sugar Beach; St Lucia, including creative consultation and implantation on special events within the resorts. Our service has extend to creative consultation for Viceroy Anguilla, and Viceroy Miami Hotel and Residences.


Creative Director

Atlantis Resorts

Jul 2004 - Mar 2014
  • Atlantis : The Cove Atlantis / The Reef Atlantis, Paradise Island, Bahamas, Atlantis Palm Island, Dubai, UAE Developing & implementing artistic concepts for both properties located in Bahamas and Dubai. My involvement and responsibilities as a creative architect for Atlantis have been from composing, producing, designing & implementing specific creative logistics for projects and set budgets with ROI. Created and consulted on all the exclusive sound, style and design identity and AV solutions for all Atlantis properties worldwide. This entailed implementing logistical musical direction with artistic creative conceptions for every restaurant including world renowned "Nobu", celebrity chef', chef Jean-Georges Vongerichten "Cafe Martinque" The incredible one-of-a-kind 141-acre waterpark, Dolphin Bay also feature soundscapes and concepts designed by Identity Productions including for the grand lobbies, every public area, the fashion boutiques, the Spa and treatment rooms. Composed, produced, designed and created all the logistical direction for The Cove Album. The product was to promote the USA exhibition tour of the resort. The album was also given as an exclusive gift to the VIP’s and international celebrity guests who attended the grand opening. Consulted and assisted in the logistical creative and artistic conceptions for the grand opening of $1.5 Billion phase III of The Cove Atlantis. Created, designed & implemented the Atlantis Ambassadors of Sound concept. This entailed educating and training 12 individually picked DJ’s to play a specific style of music for each location within the resort. Concept created, composed & produced “The Crush” Single as the signature tune to promote the $11 Million Dollar, Kids Club Crush also Concept created, composed produced and performed the theme tune for The Cove US TV campaign commercial, this commercial was to be broadcast on every major network across USA cable stations.


Creative Director

One&only Resorts

Apr 2002 - Mar 2013
  • Created exclusively for the luxury resort market, One&Only resorts are conceived as hallmarks of excellence. This exquisite collection of award-winning properties features some of the highest-rated resorts in the most idyllic spots in the world, including Reethi Rah in the Maldives; Le Saint Géran in Mauritius; Royal Mirage and The Palm in Dubai; Ocean Club in The Bahamas; Palmilla in Los Cabos, Mexico and One&Only Cape Town in South Africa. Identity Productions has consulted, created and implemented sound design and AV solutions including creative conceptions for all these properties. We have single-handedly and exclusively conceptualized individual soundscapes for each restaurant, the spa’s, pool areas, lobbies and public areas to induce a sense of space, individuality and unique sophistication that One&Only resorts deliver. Our excellence and focused approach to the brand resulted us in being commissioned to compose, produce, and perform, alongside designing One&Only's first ever original branded album titled “Champagne Sunset…” This album featured an array of international world talented session musicians, with each track composed focused on the spirit, soul and atmosphere of the resort, this combined resulted into a journey through music to transported the listener to a place of exquisite beauty and imagination. We assisted on the special event for the launch of the album which was created as a gift for the guests whom stay at the One&Only Reethi Rah, The album has received critical acclaim by the lucky select who own this original and sui generis recording


Recording Artist

Crown International

Nov 2000 - Apr 2006
  • Signed to international artist management, record and publishing company to compose, produce, record and promote various solo albums and singles for worldwide release. Occasionally still composing, producing and performing material for personal enjoyment.


Creative Director

Identity Productions

Jul 1999 - Mar 2016
  • Freelance creative agency developed to assist unique worldwide high caliber brands in maintaining their core values and objectives in delivering an identity exclusive to their establishment. Overseeing product launches, special events, music compositions, album and video productions, artwork design and branding conceptions to final creations. Hotel Openings, Service Culture Designs, Creative Direction. Clients and projects have included: Cartier (Paris), Rolls Royce, MTV, Bodhi Tree Foundation (NYC), Island Def Jam, Dubai International Arts Festival, W Hotels (USA), Hakaui (South Africa), Planet Waves (International), Aura Night Club (Las Vegas), Universal Records, Warner Chappell Music, BMG, Nobu, Sega Games, Moet & Chandon, Sony Music, Glide Productions, Journey Surf (Bali), Dreamworks, Alicia Keys & KCA, Per AQUUM ( Maldives, Dubai) Minor Group (Thailand) Responsibilities included: • Designing and creating concepts to mission objectives. • Liaising with corporate sales and marketing, PR and communication departments. • Arranging and finalization for all studio, video, photo and recording sessions. • Selecting compositions for branded albums and unique sound identities. • Negotiating contracts and setting budgets with ROI. • Sourcing international creative talent for individual projects. • Art Direction. • Unique Concept Direction. • Brand Ambassadors. • Service Culture Design. • Magazine Concepts & Design • Brand Sponsorship Endorsements



Media Communications


Aug 1994 - May 1997
  • Media & Communications


Music Media Production


Aug 1992 - Jun 1994
  • Music & Media Production



School Of Hard Knocks Life

Mar 1970 - Jul 2015
  • Life