This project was a creative marketing campaign developed for a major Fatboy Slim event taking place at the Movistar Arena in Buenos Aires.

The goal was to build an artistic and high-impact communication strategy that would position the show as a cultural experience — not just a concert. Through visual storytelling, branding, and campaign assets, we crafted a narrative that connects with audiences both emotionally and visually.

We used graphic design skills, AI-generated visuals, custom stage design, and a painterly aesthetic to develop a cohesive system that could live across platforms: from digital content and merchandise to stage visuals and editorial layouts.

The main challenge was to develop and manage a full-scale creative campaign that would feel both artistic and strategically cohesive across nearly 100 deliverables.

We needed to translate a bold, painterly visual concept into a functional ecosystem of assets, adaptable to dozens of formats — from Instagram stories, reels, posters, digital ads, banners, email headers, LED screens, and ticketing platforms — while maintaining a consistent identity, energy, and emotional punch.

Beyond the visual language, the campaign had to work as a comprehensive communication system, capable of engaging audiences, driving ticket sales, and maintaining brand recall across every touchpoint.

The real challenge was not just design — it was scale, speed, and precision in implementation.

The result was a solid, versatile campaign that amplified the energy of the artist and framed the event as an immersive and unmissable experience. By combining painterly textures, dynamic layouts and branded environments, we created a universe that could adapt to print, digital, merchandise, stage design and beyond — all under one cohesive language.

As part of the campaign’s mass-awareness strategy, we deployed a full set of high-visibility urban banners and static pieces distributed across Buenos Aires under a Cost Per Mille (CPM) model.

These visuals were specifically designed for Vía Pública formats such as expressway banners, street signage, transit shelters, and LED display zones — all optimized to ensure immediate recognition through bold use of color, the iconic smiley symbol, and Fatboy Slim’s energetic identity.

High-traffic areas (urban highways, intersections, and venue proximities)

Formats with long visual retention (horizontal mega-banners, large-scale fronts)

Consistent readability at distance and speed, with punchy text and expressive faces

CPM Efficiency: By using a CPM structure, the campaign ensured cost-efficient exposure across more than [insert estimated reach if known, e.g. 3 million views/month], maximizing brand recall with each impression.

This set of assets became the face of the campaign in public space, acting as bold invitations to the event — loud, fun, and unmistakably Fatboy.

Beyond digital reach, the campaign extended into urban awareness tactics through a series of highly recognizable street posters and guerrilla-inspired visuals designed to organically activate public space.

Using Fatboy Slim’s iconic slogans — like “EAT SLEEP RAVE REPEAT” and his most recognizable lyrics — these poster drops brought the campaign into pedestrian zones, nightlife districts, and music hotspots across Buenos Aires.

In parallel with urban visibility, the campaign deployed a full social media content system aimed at building anticipation, driving engagement, and stimulating organic sharing.

The visual language was adapted to Instagram-first layouts, balancing bold headlines with playful compositions that reflect Fatboy Slim’s energy and fan culture. Key design strategies included:

Dynamic use of brand elements — the smiley face, crossbones, vibrant yellow backgrounds, and bold typography

Playful visual treatments — such as duplicated facial expressions and kinetic compositions to reflect the hypnotic feel of the live experience

Consistent identity across organic posts, stories, and paid ads, ensuring seamless brand recognition throughout the campaign’s digital footprint.

The social content acted as a daily countdown mechanism — building hype, maintaining buzz, and keeping Fatboy Slim constantly present across feeds leading up to the event.

The Fatboy Slim Buenos Aires 2025 campaign represented a fully integrated creative challenge — transforming a single concert into a multi-dimensional experience that lived across every platform.

From a bold visual identity system anchored by the iconic smiley face, to over 100 assets spanning digital, print, social media, urban spaces, and stage design — every piece was part of a unified narrative that balanced energy, humor, and artistic sophistication.

Art Direction & Visual Identity

Large-Scale Urban Activation (CPM, Expressways & Billboards)

Social Media Ecosystem (Teasers, Stories, Paid Ads)

Merchandise & Brand Applications

Stage Visuals & Show Content