Project Overview & Goal

This campaign is all about capturing and elevating the voice of one of the largest contemporary art fairs in Latin America: Zona Maco. Through various types of promotional content, the campaign builds anticipation and excitement ahead of the event and brings value to both the fair and its audience. Most attendees are art fanatics; so why not create a campaign that feels and looks like a contemporary art piece itself? Why not design an invitation that’s just as exciting as the highly anticipated event?

The goal of this campaign is to increase brand awareness, expand reach through a strong digital presence, and most importantly, build a meaningful culture between the event and its audience, centered on their shared love for art.

Target Audience

The campaign is meant to be for art collectors, art fanatics, and previous attendees. This campaign provides them with engaging content tailored to their interests. The entire body of work is designed to be a new piece they get to enjoy. It’s fresh, it’s modern, it’s contemporary, it’s art.

Platform specific performance

Main Promotional Video

Meant to be posted horizontally across YouTube Ads, the brand’s website, and Instagram Ads.

Social Media

Supporting vertical content; including posts, reels, and stories. This creates direct communication with the audience and encourages user-generated content (UGC) opportunities.