London, UK, 3rd February 2026 – Vyra, the London-based full-service event production and technology partner, has today ramped up its team by appointing Jason Smith, who has previously designed events for Bombardier, Microsoft and McLaren Automotive, as Creative Director.
The appointment of Jason, formerly of 2Heads, marks the next chapter in the creative evolution of Vyra, known for orchestrating major brand experiences for Lotus Cars, Bentley Motors, Aston Martin and Pirelli.
An Extensive Global Career
Jason Smith
Jason brings an extensive career with some of the most renowned agencies in live events, including Imagination, Jack Morton and IRIS Experience, working across a huge variety of unique global experiential activities.
During his career, Jason has shaped standout brand experiences for McLaren Automotive at multiple editions of the Geneva Motor Show, Microsoft at Mobile World Congress in Barcelona, MAZDA for its Global Motor Shows and event programme, and BMW and MINI at Goodwood Festival of Speed.
Jason’s wealth of experience combines business acumen, brand authorship, storytelling and innovation. As Creative Director, he will utilise this experience to deliver holistic creative solutions with exquisite moments of attention to detail at Vyra.
Jason Smith said: “I expect to take clients’ brand experiences to new levels, delivering on the creative promise and exceeding expectations through fearless, future-facing experiential design.”
‘Exactly what our clients need’
Joe Duffield, Managing Director of Vyra, comments: “Jason’s ability to bring clarity to complex briefs and translate brand stories into live experiences is exactly what our clients need. His track record speaks for itself, and we’re excited to see how he’ll shape the creative direction of our projects moving forward.”
Smith adds: “This is the next chapter of my career, working with a team I know is made up of some of the most passionate and dedicated individuals, while being part of a growing and exciting new brand that has integrity, a fresh attitude, and a new approach to creating beyond bespoke brand experiences.”
About Vyra
Built on over two decades of expertise previously as Connect Live, Vyra thrives at the intersection of culture, creativity and technology, consistently delivering live experiences that elevate brands and move audiences.
Trusted by long-term partners including Lotus Cars, MG Motors, Bentley Motors, BYD, Aston Martin, Zenvo and Pirelli, Vyra pushes creative boundaries to engineer experiences that transform, inspire and connect beyond the event itself.
For more information, visit www.vyra.co.uk.
About Vyra
Vyra is a full service event production and technology partner with over two decades of experience connecting people and brands to audiences in live environments.
Trusted by long-term partners including Lotus Cars, MG Motors, Bentley Motors, BYD, Aston Martin, Zenvo, and Pirelli, we are known for our technical prowess, innovative spirit, and premium delivery without pretension. From live events to immersive digital platforms, Vyra embraces change, pushes boundaries, and engineers experiences that are always ahead of the ask.
Driven by curiosity and a beta mindset, we thrive on creating what’s next, seamless, high-performing experiences that spark connection, deliver impact, and leave lasting impressions across every stage, platform, and cultural moment.