In 2016, Haiiileen expanded her practice beyond performance into full creative production, directing and producing the III Points x Art Basel promotional campaign. Acting as Creative Director, Producer, and Director of Photography, she crafted an audiovisual experience that mirrored her artistic philosophy — where light, rhythm, and movement merge into storytelling.
This project marked Haiiileen’s first formal integration of cinema, installation, and fashion performance, establishing her as both an artist and creative architect within Miami’s cultural scene.
Title: III Points x Art Basel (2016) — Creative Direction & Production by Haiiileen
- Artist / Creative Director / Producer: Haiiileen
- Client: III Points Festival
- Role: Creative Director, Producer, Director of Photography
- Medium: Film | Immersive Art Direction | Performance Capture
- Location: Miami, FL
- Year: 2016
Description
Commissioned by III Points Festival, Art Basel 2016 Campaign was a hybrid production that blended documentary, experimental film, and performance art aesthetics.
The video and photo campaign served as a portal into the III Points experience, channeling Miami’s creative energy through Haiiileen’s synesthetic lens. Drawing from her background in immersive set design and chromatic architecture, she directed each shot to evoke vibration and transformation — visualizing the music, color, and emotion that defined the festival’s spirit.
“I wanted to capture the pulse of Miami — not as an event, but as an energy field. Every frame had to feel alive.” — Haiiileen
Conceptual Framework
- Art as Production: Merging film, performance, and design into one cohesive visual ecosystem.
- Synesthetic Direction: Translating sound into visual rhythm and chromatic tone.
- Miami as Subject: Representing the city’s creative frequency through aesthetic immersion.
- Collaborative Creation: Blending team-based filmmaking with conceptual authorship.
Production Components
- Director / Producer / DOP: Haiiileen
- Camera Operator: Collaborating cinematographer (credited team partner)
- Editor: Post-production collaborator
- Lighting + Environment Design: Conceptualized and styled by Haiiileen
- On-set performance design: Styled wardrobe, lighting cues, and environmental details
- Location: Multiple Miami art and performance spaces, including III Points’ production venues
Artist Reflection
“This was my first project where I wasn’t just in front of the camera — I was orchestrating the entire visual symphony. It made me realize how directing could become an extension of my art.”
Through III Points x Art Basel (2016), Haiiileen solidified her creative identity as both a visual artist and production designer, defining the multidisciplinary hybridity that continues to shape her practice today.
Archival Significance
- Marks Haiiileen’s first major directorial production.
- Establishes her ability to bridge visual art and brand-level storytelling.
- Strengthens her long-term creative partnership with III Points Festival.
- Connects to her immersive performance lineage (Interdimensional Baths, 2016).
- Early foundation for later film-based projects (Sound: Creator Nation | 2025).
Archival ID: H2016-IIIPOINTS-AD
“Directing this campaign was like conducting energy — shaping how rhythm, light, and people could tell a single visual story.”