estudio del caso

The Carrasco Shopping Center was preparing the 4th edition of its music and gastronomy festival, Arocena Open. This edition was especially significant, as they had managed to bring renowned Argentine singer-songwriter Coti Sorokin to perform live for free. To properly communicate the event, the festival needed a playful, modern visual identity and audiovisual materials that could generate excitement and attract a wide audience.

I developed a vibrant, versatile visual system that conveyed a modern yet playful spirit, adaptable across multiple formats for both digital and offline communication. To amplify the festival’s reach, I created an animated audiovisual piece simulating a WhatsApp conversation that invited people to attend, ending with a surprise video message from Coti Sorokin himself. This approach boosted anticipation, drove attendance, and gave the festival a fresh, contemporary identity aligned with its cultural significance.

I led the creative direction, visual design, and audiovisual production for the campaign, ensuring coherence across all materials and crafting an engaging invitation strategy tailored to the festival’s diverse audience.

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