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Alex ButCreative director
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Alex But, creative director and founder of NAOS Studio. Twenty years lighting up cities and landmarks. Now I map their heat.

Alex But on a stadium stage
Alex But in front of an LED wall
Alex But backstage
Alex But reviewing content with the team
On site · stages, mapping, ceremonies
Alicante, Spain
38.35°N 0.48°W
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Award-winning creative director and founder of NAOS Studio. Stages, projection mapping and data stories for cities, heritage sites and energy leaders. Now building a heat platform for cities.

UrbanClimate OS: Torrevieja street temperatures
Now

UrbanClimate OS

Urban heat intelligence · Torrevieja pilot
About · Alex But

I have spent twenty years projecting light onto buildings. Now I measure the heat they give back, and help cities decide what to do about it.

120+Years building stages and shows

Projection mapping, live shows and installations, from concept to opening night.

2300+Projects with NAOS Studio

Europe, the Gulf and Asia, since 2010.

319,000m²Guinness World Records · 2016

Largest 3D projection mapping area, one continuous canvas.

On siteRehearsals, show nights, studio days
Alex But in front of a large LED wall
01 · My studio
Founder & creative director · 17 years

NAOS Studio

I founded NAOS 17 years ago and lead it as creative director. It is an integrated multimedia studio: we take an event from the idea and stage design to content, programming and show day.

Two lines of work under one brand: content production, and experience design & delivery. Clients across Europe, the Gulf and Asia.

300+Projects
17Years
15Countries
NAOS Studio · showreel
The team and NAOS.BAND · 2019 → 2025 Work with my studio
02 · Now · Torrevieja pilot

UrbanClimate OS

From heat maps to decisions on every street.

A decision-support platform for city halls. It finds where a city overheats, explains why, and calculates cooling measures with their cost and exact location. It uses open data from day one and checks itself against live weather stations.

27,780Buildings
7,523Trees
30Years of climate data
  1. Oct–Dec 2026Thermal audit of the pilot zone
  2. Jan–May 2027City agreement, street sensors
  3. Jun–Sep 2027Measurements, model calibration
  4. 2028Second city, AI core
urbanclimate.es
urbanclimate.es · film
Concept visualisation · illustrative figures
03 · Software I build

Tools I build

Motion softwareA NAOS Studio productIn use

ShowlineMotion design for real spaces

Our own motion-design software for show content. Scenes and compositions sit on one timeline, a project agent turns a plain request into edits, and Arabic is native, not an afterthought.

  • Made with itLEAP 2026 · 2 installations · EN + AR · one app
  • InsideScenes, 29 motion presets, AI scenes, one timeline
  • RenderProRes 4444, ProRes 422, H.264 · up to 4K

RelevanceProduction tooling built in-house: faster content, two languages from one project.

04 · Software I build
AI videoPrivate betaNAOS Multimedia Studio Ltd

toreelAI reels generator

You type the subjects at night. By morning each one is researched, scripted, delivered by your avatar, edited, given a cover and scheduled.

  • PipelineResearch · Scripts · Avatar · Montage · Covers · Queue
  • Styles10 motion systems, your clips, stock or generated
  • PublishingInstagram now; TikTok and Shorts next
  • CompanyNAOS Multimedia Studio Ltd, London
toreel.org
05–06 · Author projects

Projects I’m proud of

DREAMIA Better World: temple with the project logoDREAMIA: tiered pavilions in a forestDREAMIA: circular pavilion in the jungle
Concept2023Author project

DREAMIABetter World

A conceptual world about a parallel reality without privilege. Themed spaces, star tickets generated from real star-catalogue data, physical tokens with cymatic patterns, a virtual launch event and a charity foundation.

  • ScopeWorld-building, architecture concept, token system
  • Plan~55 themed spaces over 10 years (concept)
  • ToolsGenerative 3D, AI imagery

RelevanceTurning open scientific data into a visual system people can own and understand.

Open the case Behance
HOME UA: ornamented cube house and the collection
NFT · charity2022Co-created

HOME UKRAINEHomeUA

An NFT collection meant to fund a real settlement of modular homes in a safe region of Ukraine. 100 cube houses split into parts and recombined into 10,000 unique ones, with ornaments from the Trypillia culture. Holders vote on the design of the homes.

  • PartnersBombart, NAOS Studio, SunCrypters
  • DropFirst 1,000 NFTs on 24 August 2022, Ukraine’s Independence Day
  • ToolsCinema 4D, Python, Photoshop

RelevanceA generative system tied to community decisions and real housing.

Open the case Behance
07 · Decode the show · interactive
07 · Journal · Instagram series

Breakdowns

Short breakdowns of how festival stages and shows are engineered, told from the creative director’s side. 8.8K followers on Instagram.

Alex But pointing at a stage during a rehearsal
Long reads on alexbut.com Follow @alexbutvision
Selected projects · creative direction

Selected projects

P1 · Key project2022–2025 · Qatar

QatarEnergy · six inaugurations

6ceremonies25+installations4years

State-level ceremonies for Qatar’s energy company, one visual language across four years: LED tunnels, kinetic walls, touch tables, holograms and inauguration devices.

Telly Awards · SilverCommunicator · Excellence
Role · Creative director Open the case
P22024 · Dubai

HIPA 2024 · awards ceremony

GoldEventex 2025

Show content and ceremony video for the Hamdan International Photography Award.

Role · Creative director Open the case
HIPA 2024 ceremony stageThe NAOS team at HIPA 2024
P3 · Key project2012–2018

Manege · light shows

6years12shows200+scenes

A multi-year public programme of façade mapping on one heritage building. Every scene was built to the architecture.

Role · Creative director, content (idea: LBL) Open the case
P42016

Guinness World Record show

19,000 m²one canvas

Largest 3D projection mapping area: one continuous image across the whole façade.

Role · Creative director Open the case
Record projection mapping show: islands and sailing ships across the whole façade

All projects · 2012 → 2026

Tap a row for details · Case opens a case · role by default: creative director
What I do
  1. Urban heat intelligence
  2. Projection mapping
  3. Data storytelling
  4. Immersive installations
  5. Creative direction

Heat-risk maps, street-level data and cooling plans cities can act on.

Concepts · tenders & ideas

Concepts

Ideas I develop as creative director for pitches and tenders — stages, ceremonies, façades and exhibitions. Some were built, most live here as proposals.

Awards

Judged by the industry.
Projects I led.

Won by NAOS Studio teams under my creative direction.

Gold

Eventex Awards · 2025

Gold & winner · HIPA24 awards ceremony

HIPA 2024 ceremony
Silver

The Telly Awards · 2025

Ras Laffan groundbreaking · use of interactivity

Ras Laffan groundbreaking, LED ring and sphere
Excellence

Communicator Awards · 2025

Award of Excellence · Ras Laffan groundbreaking

Ras Laffan groundbreaking, holo-sorting ring
Finalist

Kyiv Lights Festival · 2019

Rebirth 3D mapping, Kyiv

Rebirth mapping, Kyiv
19,000 m²

Guinness World Records · 2016

World’s biggest 3D projection mapping area

Record projection mapping show
Grand Prix

Circle of Light festival · 2012

Laboratory of Light · Grand Prix

Circle of Light 2012, panorama
1st & 3rd

Circle of Light festival · 2012

Art Vision · 1st Legend · 3rd Day & Night

Circle of Light 2012, Legend mapping
Worked withBrands and institutions behind the projects I led
QatarEnergyQatar AirwaysFIFAHIPARoyal Commission for AlUlaIntegrated DawiyatSABICMcDonald’sCoca-ColaPorsche
OriflameTissotIBMJohnson & JohnsonPanasonicAFC Asian CupEPICENTERDeepstackKygoJohn LegendBibliotheca Alexandrina
Worked with · sectors
City hallsEnergyHeritage sitesTheatresUniversitiesFestivalsEU programmesSport venuesBrandsTech summits