Fede PonceDirector for the UI/UX
BMW and Nissan Infiniti
Federico Ponce is an Art Center College of Design Alumni who began his career in the entertainment industry in Los Angeles. His design and storytelling talent led him to create visual effects and marketing campaigns for some of the highest grossing theatrical releases, including Avengers, Iron man and most Marvel properties to date. His career as a story teller, allowed him to work with oscar winning writers and producers, such as Bertha Navarro and Sachary Skylar. His knowledge of technology and ability to weave stories that connect products with their audience, led him to be invited as an advisor on the board of several startup companies in Silicon Beach. He is a multi-disciplinary principal, currently solving mobility and technology problems for the automotive industry and several cities across the world. His clients include BMW, Infiniti and Great Wall motors for whom he won best in show at CES and best in show at the Detroit Autoshow. His unique multi-disciplinary career and adaptability has allowed him to consult for hundreds of companies in America, Asia and Europe. Federico currently resides between Tokyo, Los Angeles and Shanghai and is Chairman of the HMI technology summit in China.