Upscale Conference is an event by Freepik that brings together industry leaders and powerhouses to discuss the impact of genAI in the creative and design sectors. One of the most recent Upscale Conference events happened in Spain this past May, and the next one is set for May in San Francisco. Pulse 2.0 interviewed Freepik and Upscale Conference Head of Marketing Paula Vivas to learn more about the event.
Paula Vivas’ Background
What is Paula Vivas’ background? Vivas led efforts for the global platform known for its AI-powered design tools. And with over 15 years in visual design and retail marketing, Vivas has effectively led award-winning campaigns across the Tech industry in Silicon Valley.
Favorite Memory
What has been your favorite memory working for your event so far? Vivas said:
“My favorite memory of working on Upscale Conf was being able to put together an incredible lineup of speakers. We brought together innovators and pioneers at the forefront of the AI revolution, specifically in design, and creativity. Their conversations were not only inspiring but also offered attendees a glimpse into the future of these sectors and the impact of AI.“
“As the only conference to focus on the intersection of AI and the creative sector, Upscale Conf showcased how leaders are leveraging AI across design, fashion, cinematography, advertising, and more.”
“Upscale Conf provided a platform for creatives to discuss and showcase the opportunities that AI was opening in their fields.“
“According to attendees, the standout experience was the hands-on workshops, where they could take the insights shared on stage and learn how to apply them in practice.“
Significant Milestones
What have been some of Upscale’s most significant milestones? Vivas cited:
“Our greatest milestone was the global turnout of attendees that came to Malaga for Upscale Conf, with attendees flying in from across the world — the United States, Korea, the UK, Latin America, and beyond.“
“I also consider our speaker lineup a huge success. We brought together 37 of the brightest minds in AI for deep, impactful discussions that are sure to leave a lasting impact on the creative sector, reshaping how many creatives approach AI in their own work.“
Success Stories
Would you like to share any success stories? Vivas highlighted:
“We put together this conference in two months- that in itself is a success story. In that time we created a Silicon Valley-level experience in Malaga. We recreated the magic, innovation, and energy of the Bay Area. Upscale Conf was able to bring together top names from Google, Meta, R/GA, Freepik, ElevenLabs and more.”
Notable Metrics
Can you discuss any notable metrics? Vivas revealed:
“We quantified our success by the number of attendees both local and international who came together for this event. With more than 600 attendees from 27 different countries of origin flying in for this event. We also secured major collaborators and sponsors, including Tesla, Awwwards, Google Cloud, Civitai, Catedra, Freepik, Mailsuite, and Yes We Tech.“
“The fact that we were able to bring together such prominent names in tech under one roof was an incredible win for Upscale Conf.”
Differentiation From Other Events
What differentiates this event from others? Vivas affirmed:
“Upscale Conf is the first event of its kind in Europe.The event brought top names in AI, design and creativity to Malaga — a city rapidly emerging as Spain’s new tech hub.“
“At Freepik, we care about Spain and we care about Malaga where our headquarters are. For us expanding the region’s visibility for the innovation coming from the region’s tech ecosystem is a priority.”
Challenges Faced
What are some of the challenges you faced while working at for the event? Vivas acknowledged:
“The recent flooding in the region was a heartbreaking challenge for the team. However, the city’s quick response allowed us to move forward and continue our efforts.“
“In a way, the timing of the floods gave us an opportunity to raise awareness among attendees, sponsors, and speakers about the cause. At Freepik, we will always support Valencia, and we’re proud to have brought more attention to this important issue.“
Future Goals
What are some of the event’s future goals? Vivas emphasized:
“We already have dates for Upscale Conf in San Francisco in May 20th and 21st 2025 and we are going back to Malaga in November 2025.”
“Attendees from 2024 are already excited for what’s to come in 2025.“
Additional Thoughts
Any other topics you would like to discuss? Vivas concluded:
“As Freepik drives innovation in the genAI sector, we’ll keep building events like Upscale Conf to foster bold conversations with industry leaders to push progress in the field.“
