What happens when an agency that has worked with Google, Nike and Notion dares to talk about failure? Find out how he empowered his teams
In the world of design, technology, and innovation—where excellence is the standard—how do you keep the creative spark alive without falling into perfectionism? How do you foster professional growth without relying on worn-out formulas?
With a track record built alongside brands like Nike, Google, Levi’s, Microsoft, and Notion, Instrument is an agency where creativity and innovation are present in every deliverable. They’ve helped shape some of the world’s most iconic brands over the past 20 years.
For a team like Instrument’s, every project is a chance to impact millions. Behind each product lies a process of constant evolution.
Fuckup Nights helped their team take the quality of their work even further, offering tools to make better decisions—faster and with more confidence. The key? Learning from failure and turning it into a real opportunity for growth, clarity, and authentic creativity.
That’s exactly what Instrument discovered when they invited Fuckup Nights to take part in their All Co All Day—an internal event filled with inspiration, vulnerability, and learning.
We led a virtual session with their team, from senior leaders to junior contributors, with one clear message: authenticity and failure are powerful drivers of professional development.
The audience included team members across various departments: design, strategy, production, development, and writing.
We facilitated a virtual session in Keynote + Guided Sharing, led by Pepe Villatoro where spontaneous and emotionally powerful stories emerged.
This talk was part of an internal, 20+ session conference and focused on providing the team with practical tools and genuine inspiration to make better decisions and work more effectively.
A space that deeply resonated with people working in high-pressure, high-performance environments—using failure as a way to talk about self-esteem, authenticity, and growth.
Beyond that, it became a space where vulnerability wasn't just welcomed, it was transformative. During the open-mic segment, one participant shared that for a long time, he believed he was unattractive.
And he failed to find romantic relationships.
Until he realized that what truly makes someone attractive is self-esteem and self-love—feeling proud and secure in who you are.
These types of personal, powerful reflections open up space for better decision-making and more honest, impactful creativity.
We create spaces where real experiences become valuable tools for growth. Where sharing a failure unlocks deep, authentic conversations that rarely happen at work.
Teams like Instrument—known for their high creative standards and attention to detail—found in our session a new way to keep sharpening their craft: by reconnecting with their best, most honest selves behind every decision and deliverable.
"People LOVED your session, Pepe. As I knew they would!" - Rachel Coddington Director of Career Development at Instrument.
If you're looking for a fresh, powerful, and deeply human way to create connection, reflection, and inspiration within your team or conference—this is the perfect place to start.
Edited by
Karla Ferreira
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Let's transform our perception of failure and use it as a catalyst for growth.
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