PHOTOEspaña, FEEL THINGS/ Brand Identity, Environmental Graphics, Exhibition Design, Campaigns
"Siente Cosas / Feel Things". The International Festival of Photography and Visual Arts PhotoEspaña, is one of the great international visual arts events and one of the largest forums of photography. It also represents another of our relationships of maximum implication with the cultural scene.
The Festival presents the photographic projects, videos and facilities of national and international visual artist, photographers and international organizations, as well as the work of new creators. Attracting, every year, hundreds of thousands of people.
For this campaign we believed in the need to address the projection of action as a work of brand that establishes contemporary connection, activation and relationship with audiences.
Among the most interesting and significant cultural projects on which I have been able to project my vision, is the transformation of a great cultural event like PhotoEspaña in a great contemporary brand of culture.
No one before had moved PhotoEspaña to act as a brand, to be a brand, with a view to generate efficient linking strategies, transmission of value, of generation of meaning relevant to their audiences.
Giving to a cultural proposal the burden necessary to compete successfully, as a brand, for the attention, the emotion and the bond with some citizens to become active and faithful users.
With the aim of mobilizing the public, stimulate their more active participation, more protagonist and relevance. Opening the focus to an ever wider audience.
Putting the Festival in the hands of the people and, especially, the Groups. Bringing the photograph together, its message and his culture.
I worked to develop the communication capacity of the festival, beyond the means and conventional formats. Developing experiences and actions capable of involving new audiences.
Transforming a purely informational communication in an exercise of coding of values more activators, more communicators.
Transcending the institutionalized communication of cultural conventions to connect, really, with mobilizing intensity, with the general public.
Trying to take the photograph to the streets, to the city, to the public square.
"Taking it out", making it less cultured, closer, most from all, and for all. In a fluid and activating dialogue able to generate a more open and popular festival, more connected with people and the street