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This poster was the central promotional piece for the 11th International Theater Festival in Santa Cruz de la Sierra, Bolivia (FITCRUZ). The festival is known as an Ibero-American event, with participating countries in which Spanish and Portuguese are the predominant languages. The festival intended to reach crowds that are isolated from urban recreation, so many of the productions were experimental and performed in the streets outside city limits.
The poster was designed to appeal to people of all ages, in and outside urbanized districts. The design solution introduces the richness of the amazon landscape that pertains to the city’s rural areas, as the stage in which a theatric scene arises. Elements of nature become the artist’s garment while the word “teatro,” (theater in both Spanish and Portuguese) orbits the women’s graceful posture as a way to contextualize the illustration.
The design was well received by the client and the public. The poster’s illustration became the central identity visual for the festival’s brand system. The client made use of the different elements of the poster to produce additional marketing materials such as signage, printed programs and digital banners.