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Track 01 · IntroInitiative
Dutch nightlife runs on techno. Where I'm from, it's Latin music. Moving to the Netherlands meant choosing one or the other, every single week. Nobody had built a place where both could exist at once. That was the gap I decided to fill.
Most people wait for someone else to build the thing they wish existed. I don't. That instinct is what turned a gap in Utrecht's nightlife into Karma.
Cultural Intelligence
4 countries. 3 languages. 1 mindset.
I've adapted to new places my whole life: the Canary Islands, a German school, then the Netherlands, then an exchange in Chile. That taught me to read what a place actually needs, instead of just bringing what I already knew. That's exactly what let me spot the gap in the first place.
Growing up between cultures isn't just a fact about me, it's a skill. It's why I noticed a gap that four years of living here hadn't shown anyone else.
Team Building
A team of 2, doing the work of 5.
With barely any budget, I brought in one person, not ten. I led every creative decision: content, branding, the vibe of the night. She ran logistics: venue, suppliers, timing. No overlap, no wasted time. That division is the only reason two people could pull off what usually takes a team.
I don't build teams to fill roles, I build them to remove overlap. That's why two people did the work most events need five for.
Community Building
0 → 200+ followers in 2 months.
I ran the Instagram from day one. Every post had a reason behind it: a strategy, a story, a piece of the identity we were building. People started showing up already knowing exactly how to dress, what the night would feel like, before they'd even arrived. That identity turned out rebellious, young, unapologetic, and it wasn't an accident. It was us. That's the reason 250 people who'd never met us before already felt like they belonged the second they walked in.
A following doesn't happen by accident. I built one, post by post, until people recognized Karma's identity before they'd even walked in. That's community building as a skill, not a side effect.
Self-Teaching
Real money in AI credits. Zero in salaries.
We couldn't afford a design or video team, so I became one. I signed up for AI workshops, spent my own money on credits, and tested tool after tool until I understood what each one was actually built for: Higgsfield for video, Canva for design, CapCut for the final cut. Nobody taught me this. I paid to learn it myself. People assumed a production team made our content. There wasn't one. There was just me, and the tools I taught myself to use.
I didn't wait to be trained. I taught myself the tools we needed, on my own money, until the work looked professional. That's the difference between needing a team and becoming one.
PR & Networking
5 years. One network. Zero paid promotion.
Five years living in Utrecht meant I already knew who this idea would resonate with, and exactly how to reach them. No ads. No paid promotion. Every single guest came through a real connection, mine or my co-founder's. That's not luck. That's five years of actually being part of a city, not just living in it.
Real networking isn't a skill you switch on for one event, it's five years of actually showing up for people. That's what filled the room without spending a euro on promotion.
Resourcefulness
We went straight to the venue's reception team and built a real relationship, not a transaction. That relationship got us free drinks and a full sound system, covered by the building. Our DJ, a friend we'd met at another party, played for us too. Zero euros spent. Free entry for every guest. Nothing about it felt cheap.
Anyone can spend a budget. I ran a full production without one, because I know how to turn a relationship into a resource.
Stress Management
Zero panic. One phone call. Problem solved.
Thirty minutes before doors opened, the sound system failed. We were missing one cable, and there was no time to panic. I called through my network until someone dropped everything to bring what we needed. My co-founder felt the pressure hit hard. I didn't. Staying calm isn't luck, it's something I actively practice, and it's what got us back on track before a single guest noticed.
Under pressure, some people freeze. I make one phone call and keep moving. That's the difference between a crisis and a story you tell afterward.
Execution
The terrace couldn't hold everyone, we had to split the crowd across two spaces. What started as two people and zero budget became proof that the demand had been real all along. Karma wasn't just an event. It was evidence that I can spot a gap, build a team, and execute, from nothing, to something people still ask for.
Ideas are easy. I'm the one who turns them into 250 people on a terrace who weren't even supposed to be there. That's what execution actually looks like.
Story progress
1 / 9About Adriana
I'm a Spanish creative based in Utrecht, graduating in January and looking for my next opportunity in events and brand marketing. I don't just come up with ideas, I build them, launch them, and figure out the rest along the way.
Higgsfield, other AI tools (Gemini, ChatGPT, Claude), Canva, CapCut, Excel, PowerPoint.
Spanish (native), English (fluent), German (fluent), French (A2), learning Dutch.
Deutsche Schule Santa Cruz de Tenerife (2006–2021). Creative Business (2021–present).
Other work
Tap any project to see what I actually did.
Turning a small clothing brand into a cohesive visual identity. What I did:
A full content strategy proposal for @la_calle_nl, a Latin American restaurant. What I did:
Ongoing social media work for a local events account. What I did:
A full visual overhaul, from the logo up. What I did:
