OVERVIEW

The goal of this project is to produce a dynamic and engaging promotional video for Zona MACO, the largest art fair in Latin America. The video will serve to elevate the event’s purpose while reimagining its brand identity, ensuring the core values remain intact. By creating a visually captivating experience, the video aims to enhance the event's digital presence and broaden its reach, ultimately increasing both attendance and audience engagement.

Through motion and design, the video will capture the energy and diversity of the art fair, showcasing the wide variety of galleries and artworks on display.

favorite moments

CHALLENGES

One of the key challenges in developing the promotional video for Zona MACO was ensuring that the design and animation captured the vibrancy and modernity of the contemporary art scene without becoming visually repetitive. Initially, the compositions felt too flat and uniform, lacking the dynamic energy and playful spirit of the event. The animation style also began to fall into a predictable rhythm, with soft transitions that didn’t reflect the boldness of the fair. Balancing structure with spontaneity while staying true to the event’s identity required a shift in both design and motion strategy.

solution

To overcome these challenges, I experimented with breaking visual patterns—using unexpected compositions, zooms, and contrasting elements to add depth and rhythm. By introducing a dialogue between sharp and organic forms and layering in purposeful details tied to the fair's context and location, the visuals began to feel more intentional and alive. In animation, I disrupted the initial softness by reducing the frame rate, crafting tension through bold camera moves, and ensuring constant motion across elements. This created a more immersive, continuous flow that felt vibrant and exiting, mirroring the energy of Zona MACO itself.

mockups

design board