AllofUs is a creative design firm based in Los Angeles, founded by Ricardo Rojas and Alec Maassen. The collective offers a unique, all-in-one creative solution for clients, operating across multiple creative disciplines — combining show design, lighting design, production design, creative direction and visual content into a seamless, integrated package. This setup brings a “clear, focussed, and united creative vision” to projects, allowing all creative and technical departments to work in perfect harmony and balance with one goal in mind: creating the best show possible.
“We take a harmonious and intentional approach, blending creativity with technical expertise to seamlessly bring together design, production, and communication. It’s not just about what you see and hear; it’s about how it makes you feel,” the designers inform TPi, fresh from piloting a design for 2hollis at Coachella Valley Music & Arts Festival. “Every project is a collaboration — every idea, every voice, every detail matters.”
What inspired the launch of this brand-new creative design firm?
R: “We met a few years ago on a random one-off project. We instantly got along and respected each other’s work and creativity. We met at a time when we were both looking for something more. We kept in touch, and, in time, it became obvious we were both looking for the same thing – a creative and business partnership. After many discussions and successful projects, we decided to make it official. We have a perfectly complementary skill set. I come from a background of production design, lighting design and set design, while Alec comes from the world of animation, visual direction and VJing. Together, we are able to look at all elements of a show from top to bottom and move swiftly between the small details and the big picture.”
How does AllofUs distinguish itself from other creative design studios?
R + A: “We offer an all-in-one creative solution for our clients allows us to make decisions quickly and keep all creative aspects of the show in tune with each other. A lot of projects involve different teams who are siloed off from each other throughout the creative process. Video and lighting teams often see each other’s work for the first time at rehearsals. We are able to keep the different creative elements working towards a shared goal with communication and transparency throughout. We believe this allows us to keep everyone focused on executing the same creative vision and results in shows that are more dynamic, balanced, and intentional.”
What’s your background with the artist and the camp?
R + A: “This was our first time working with 2hollis and his camp. They wanted his Coachella show to be special. He had an album coming out and they really wanted to take his live performance to the next level.”
Can you share the core elements of the creative brief and the inspirations behind the design?
R + A: “The cover art for 2hollis’ latest album STAR draws inspiration from Metatron’s Cube. Our conceptual design for this project was rooted in the symbolism and philosophy of Metatron’s Cube, a sacred geometric figure said to embody the blueprint of creation. Formed from the most fundamental shapes, Metatron’s Cube represents the balance of opposites, the harmony inherent in complexity and simplicity, and the interconnectedness of all things. These qualities served as the creative foundation for our work.
“BALANCE // Metatron’s Cube is both minimal and maximal — a perfect interplay of yin and yang. It reminds us that beauty lies equally in complexity and simplicity. By embracing this balance, we aimed to craft a visual narrative that feels both intricate and refined, creating space for moments that captivate and resonate with emotional and visual depth.
“HARMONY // Our approach combines storytelling, lighting, visual content, lasers and special effects, all orchestrated intentionally to build anticipation and emotional tension. Like the layers of Metatron’s Cube, these elements unfold throughout the show, seamlessly interwoven to enhance and elevate the performance.
“INTERCONNECTEDNESS // At its essence, a great show is driven by great storytelling and compelling performance. But when we look deeper, we see that storytelling itself is shaped by meaningful moments. With intention and design, we created moments for all the creative elements at our disposal to shine and support 2hollis’ incredible energy on stage. Ultimately, our goal was to foster a deeper connection between performer and audience. This connection is at the heart of everything we do.”
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Was this the first official project for AllofUs?
R + A: “Yes, this was our first official project as AllofUs. We always work in tandem throughout a project. We bounce ideas and concepts off each other and are always thinking of how we can create the best experience possible for both the audience and the artist.”
Who provided technical support and account management for the project, and what’s your working relationship with them like?
R + A: “The lighting vendor for this project was Volt Lites, based in Burbank, California. I have a long and rich history with them because I trust them to execute at the highest level. Our account manager for this project was Casey Sandino. Casey and I have known each other for a long time. He has a strong background in lighting design, so he can view projects through that lens. It’s nice because he understands that details matter and make all the difference in the world.”
How was the project visualised in its early stages?
R + A: “All our designs begin and end with storytelling. What is the story being told on stage, and how do we best express it? This thought process informs our initial concepts. Once we have talked through some ideas together, we take some time apart to listen to the music on our own. Then we reconnect with our new ideas. Sometimes we use different technology along the way, like Vectorworks or Depence, but storytelling is always at the heart of everything we do.”
What were the standout elements of the lighting rig?
R: “My favourite part of the lighting rig was the ACME Tornados. We had four towers on stage that allowed us to build architecture with light. We were able to build simple and extremely complex positions and effects with them.”
Which technologies played a key role in this project, and what made them particularly effective?
R + A: “[Syncronorm] Depence is always key to help develop our ideas and present them in the most accurate form possible. All video content was made using Adobe Creative Suite, and video playback and camera FX were handled entirely through Resolume Arena.”
Are there any favourite looks or design moments that you’re especially proud of – and how were these achieved?
R + A: “We are proud of how the overall show came out. It felt cohesive and matched the energy we were going for. The whole show got the same amount of love, and we found a nice balance between all the visual elements on stage.”
What was the experience like assembling this production design?
R + A: “It was really rewarding to be able to handle all creative aspects of this show. It allowed us to dive deep into our imaginations and push ourselves creatively. We enjoyed the process and made sure to have fun along the way.”
Looking ahead, what can we expect next from AllofUs?
R + A: “More shows, more creativity, and more memories!”
