Summer is my favorite color!

I designed the "Summer is My Favorite Color" advertising campaign while working at APEX BBDO Publicity Agency as a Multimedia Designer. The creative director, Ernesto Castellanos, challenged me to design a summer campaign for an upscale mall in the region known as MULTIPLAZA. During the meeting, we conceptualized summer as a color and developed a campaign that evoked the feeling of being immersed in the summer season. I used pineapples to symbolize freshness, and I incorporated the color yellow to bring a sense of energy and a tropical ambiance. For the campaign, I selected pictures of models wearing beach-inspired outfits that were trendy in 2017, targeting women aged 25 to 40 who exuded youth, beauty, and style.

The design needed to be adaptable to different formats. With this idea in mind, I created a 360-degree campaign that would work in the whole region (El Salvador, Honduras, Costa Rica, Colombia) for billboards, social media platforms, as well as the decoration of the mall.