2023
San Telmo, Buenos Aires, Argentina
In partnership with LATAM Airlines, this campaign drove tourism to Argentina by targeting millennial travelers located in Europe and North America through print and web ads.
San Telmo
San Telmo
Logo
San Telmo is one of
the most culturally diverse neighborhoods of Buenos Aires.
The logo is compromised of various typefaces paying homage to San Telmo’s British, German, Galician, Italian and Russian-Argentine influences from immigration waves between 1875 and 1930.
Image inspiration pulled from a Youtube 4k walkthrough video
Research
Being someone who has never traveled abroad proved to be a challenging factor when creating this campaign.
After reading on the history of the city, I watched walkthrough videos, travel vlogs, read articles, and spoke to friends who have visited San Telmo before deciding on a plan of action.
The Essence
The campaign draws inspiration from the never-ending energy of San Telmo to blend history with the city’s nightlife, creating dynamic advertisements that capture the essence of the city.
Daytimes are characterized by cafes and gourmet meals. Nights are spent dancing in the streets into the morning hours, even on weekdays. Warm, colorful, bright, bold, energetic, and welcoming are some words that helped shape the essence.
Print Advertisements
All the print advertisements play
on blending the dynamic day and nightlife
of San Telmo. Therefore, two types of illustrations were created. A light color scheme, and a dark color scheme, with the copy changing based on the application.
Web advertisements
IAB ads to run on travel blogs
Conclusion
This work was inspiring to create because it really proved the results of research and context. From the research, I was able to land on a design that felt captivating and captured the feeling from the walkthrough videos. I was ecstatic to experiment with typography and integrate my type and illustration skills for the first time. I’m also a collage artist at heart, so placing my illustrations into a grid felt natural.