​01.05.2025

EEOFE Ambassadors: In Conversation with Alex Guimet

by Eyes & Ears of Europe

The Ambassador Programme by Eyes & Ears of Europe promotes international exchange and fosters collaboration among professionals in the European media and creative industries to drive innovation and strengthen cross-border cooperation. Alex Guimet Pekszyc, Creative Director & Experiential Artist at Mehappy Barcelona, embodies this spirit of boundary-pushing creativity. With a background spanning broadcast design, cinema, advertising, and immersive art, he merges technology with storytelling to forge new paths in media expression. As an Ambassador, Alex is dedicated to connecting experimental and traditional media worlds, championing interdisciplinary dialogue, and advancing the integration of AI and digital art into European creative practices.

Luise Flügge (Editor, Eyes & Ears of Europe): What motivated you to become part of the programme? Which values or goals connect you with Eyes & Ears and the programme?

Alex Guimet: I’ve always been passionate about the intersection of media, art, and technology. Eyes & Ears of Europe is a platform that fosters creativity, innovation, and collaboration, values that resonate deeply with my own approach to both design and artistic experimentation. Becoming an ambassador gives me the opportunity to share my experience in broadcast design and visual storytelling while connecting with fellow professionals throughout Europe. The programme aligns with my belief that cross-border collaboration leads to new creative breakthroughs.

LF: What do you see as your main role as an Eyes & Ears of Europe ambassador, and how would you like to contribute to the network’s development?

AG: I see myself as a connector, bridging the gap between experimental art, new media, and traditional broadcasting. My experience enables me to offer unique perspectives from both corporate and independent creative worlds. I’d like to facilitate knowledge exchange, introduce new artistic approaches such as tech-generated media, and help the network expand its influence.

LF: What goals are you pursuing, and how can the network actively support you in achieving them?

AG: I aim to bring more visibility to hybrid artistic practices that merge physical and digital media. Additionally, I want to explore new ways of storytelling, integrating AI and AR into immersive experiences. The network can amplify these efforts by providing a space for interdisciplinary collaborations, showcasing innovative projects, and fostering discussions on the evolving role of technology in media.

LF: Which aspects of the European media and creative industries are particularly important to you, and how can networks like Eyes & Ears further support them?

AG: The European creative landscape is unique because of its diversity in culture, creative perspectives, and artistic disciplines. I believe it’s crucial to support creators who push artistic boundaries outside mainstream structures. Networks like Eyes & Ears create opportunities by offering visibility to unconventional projects and fostering connections between artists and major media players. Strengthening ties between the art and media industries will be key to driving innovation.

LF: What matters most to you in the industry? How do you think Eyes & Ears can contribute to strengthening the European creative scene?

AG: What matters most to me is the ability to challenge conventions and explore new creative methods. Whether in media or art, I believe experimentation is essential for growth. Eyes & Ears can contribute by promoting projects that rethink storytelling, introduce novel visual aesthetics, and embrace cutting-edge technology. By creating opportunities for collaborations and showcasing work, the network can become a catalyst for media and technological evolution.

LF: Do you think the advertising industry in your country has a different market structure that you need to consider in your daily work? What specific challenges do you see in Spain for the regional media landscape?

AG: Spain’s media landscape presents an interesting mix of innovation and traditional structures. While digital content is thriving, there’s still a strong reliance on conventional formats. One challenge is the slow adoption of emerging technologies like tech-generated content and immersive storytelling within mainstream media. Additionally, the economic constraints of independent creators make it difficult for experimental work to gain traction. The advertising industry is evolving, but there's a need for stronger bridges between technological advancements and creative storytelling.

LF: Do you have current or planned projects that you would like to share with Eyes & Ears or that might be of interest to the network? AG: I am working on a series of immersive prints that explore human emotions through abstract compositions co-created with artificial intelligence. I believe this could be of interest to Eyes & Ears as it merges artistic innovation with media evolution.

Thank you, Alex, for sharing your insights and perspective on the European media landscape. Your commitment highlights how vital artistic openness and technological curiosity are for shaping a future-oriented media practice.

More about Alex: instagram.com/alexguimet / linkedin.com/in/alexguimet