Festival de las Flores

This is a conceptual campaign for a Hispanic Festival to showcase my visual storytelling. “Festival de las Flores” draws inspiration from the romantic themes found in mariachi music. The festival celebrates softness, romance, and artistry, so to execute the theme I studied traditional folklórico dancers from Guadalajara. As I studied their movement, I noticed their skirts flowing to form petals of a flower. I connected the delicacy of flowers with the beauty and strength of folklórico dancing. That visual parallel became the main centerpiece of the campaign. I developed two additional posters featuring different dancers to show range within the brand, but chose the red folklórico dancer because it looks like the shape of a rose, a flower deeply rooted in Mexican culture and symbolism. Alongside posters, I created social media posts, and digital ads to showcase brand consistency. Overall, this series demonstrates how cultural research, and visual story telling creates an identity that is intentional and rooted in culture, capturing the spirit of the festival.