Product: Exposiciones Inmersivas
Skills: Branding, motion graphics & web
Date: 2022-2024
Madrid Artes Digitales, the city’s largest immersive exhibition space, is located in Matadero.
Taking the reins as a creative agency, the main task is to develop the branding and creative for each annual exhibition, an ongoing, multi-format job.
With world-class immersive technology and large-scale facilities, communication must revolve around two fundamental axes: scale and immersion.
The brand of each exhibition is built around these axes without the MAD identity, which is more aseptic and versatile, conditioning the proposal.
Logotype and official poster
The first step in the creation of the identity is the logo and the official poster from which all the corporate elements of the exhibition are born in the subsequent adaptations and communications. This development takes place several months in advance, so we have to work from the most iconic elements of each theme from scratch.
Animated poster
After the approval of the identity and the design of the official poster, the transformation of this poster into video is very relevant given the technological and immersive nature of MAD. These are pieces that will be used in Social Media as a teaser, in future spot closings, and in DOOH formats.
Paid media
Throughout the annual cycle of each exhibition, numerous banner and Paid Media campaigns are built on networks, exploiting all kinds of formats (GIF banners, enhanced video, in-video banners, native ads…) and on different channels (Amazon, Meta, Google, Mediaset, Tiktok…). We also design materials for sales channels (El Corte Inglés, Entradas.com, Atrápalo, etc.).
Outdoor
DOOH pieces were developed for the outdoor screens of Fnac, ECI, Plaza Río, Capitol, etc. based on the aforementioned axes of scale and immersion. Campaigns are also designed for traditional print media: buses, static MUPIs, signage, etc.
TV
In television, it is not only the spot that is used, it is also necessary to develop an immersive format for dynamic appearances (video superimposed on the live shot of the set) at the beginning of the programmes.
Brandbooks
Madrid Artes Digitales exhibitions travel around the world, so it is important to create a style guide in English at the end of each cycle. We also create a pack with corporate materials that can be edited and adapted to the languages of each country.
New website
In parallel to the exhibition designs, MAD needs a new website. This website should serve not only to sell tickets but also to explain the space, the brand and offer its content to other international exhibitors.
Visual proposal
In the first phase, all the information about the old website is collected, taking into account technical and usability aspects. Then a new web proposal is built from scratch in Figma.
Development
Subsequently, the integral development is done in WordPress, and the performance is optimised taking into account that it is an important sales channel and the place of conversion of digital campaigns.