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Technology should feel inviting, not intimidating.
The Studio
Free Flow Creative is a Chicago-based creative studio. We build with motion capture, generative visuals, and responsive sound - tools that let a room react to the people inside it.
The work emerges from curiosity and experimentation. That's shaped what we care about: a room where people stop scrolling, walk closer, touch something, stay a little longer. Interaction that earns attention instead of demanding it.
There's no template for what we do. That's the point.
Our Values
Curiosity
We build things we haven't built before. That means testing, breaking, and rebuilding until the work feels right to you... and we'd rather show you that process than hide it.
Clarity
Clear communication isn't just nice to have, it's how we work. We explain complex tech in plain language. Before we start, you'll know what drives the cost and how long it takes. And while we build, you'll know where things stand.
APPROACHABILITY
Technology should feel inviting, not intimidating. That applies to the people experiencing the work and to the people commissioning it. No technical background required on either end.
Meet the Founder
I'm Sal, founder and creative director of Free Flow Creative — Mexican-American artist and creative technologist. Fifteen years in, the same threads keep pulling at my work: Chicano culture, marching percussion, and the cosmos.
At my core, I'm an experimenter, a tinkerer, and an emerging-tech enthusiast. I'm also an educator, and have taught at UI Chicago, SAIC, UC Irvine, and Northeastern Illinois.
Originally from LA, and now based in Chicago, I go back and forth between these two great cities quite often. If you don't find me sipping an iced vanilla matcha and cooking up the next project at the local coffee shop, then I'm at the gym or supporting my local artist friends at an exhibition or showcase.
Thanks for being here!
Let's chat about your next project!
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