​Welcome to STORY LAB #01 | Presented by MIXED*

​SESSION OVERVIEW

​Armando Garcia (aka Charro) has spent his career bending light into story—shaping visual worlds for global brands like Nike, Timberland, and Google. Now he turns his lens toward a new frontier: the fusion of camera and code. This is not about replacing the storyteller. It’s about expanding the next-gen storyteller’s palette—discovering how AI can sharpen instincts, deepen craft, and unlock creative superpowers.

​In this one-hour virtual session, Charro shares his process: from the first spark of an idea to the final cut. Expect raw behind-the-scenes glimpses, live demos, and a candid exploration of what it means to create in the age of intelligent tools. Less lecture, more creative jam. Practical, poetic, and unafraid to ask: what becomes possible when we open our practice to new ways of seeing, thinking, and making?

​SKILLS YOU’LL GAIN

• ​A clear lens on today’s AI creative tools—what they do, and how to use them with intention.

• ​Practical workflows to integrate AI into your craft without losing your artistic voice.

• ​Inspiration to balance technology with story, taste, and human-led perspective.

​MEET YOUR HOST

​Born in Mexico, Armando Garcia (aka Charro) leads global campaigns and creative vision for Fortune 500 brands at INDUSTRY, a strategic brand consultancy in Portland, OR. His work blends cultural authenticity with bold storytelling — from Nike’s Air Mag Parkinson’s campaign (raising $6.7M and generating 21B interactions) to Timberland’s “Greenstride” sustainability initiative. A director, photographer, and creative leader, he builds high-performing teams while pioneering new production workflows for an AI-infused era.

​TO LEARN MORE

​Visit MIXED* | Presented by AI Portland + db clay