Selected Work / Vivanativa
Vivanativa
A campaign for Vivanativa — Puerto Rico’s #1 rock band — built on the surreal warmth of Caribbean folklore.
Vivanativa — Puerto Rico’s #1 rock band · Music campaign · concept & art direction
Role
Creative & Art Direction
Scope
Campaign world, key visuals, gig-poster series, cover art
Outcome
A distinct, ownable visual world across posters, covers, and social
Challenge
Rock and alternative acts lean on the same moody, monochrome band-photo clichés. As Puerto Rico’s #1 rock band, Vivanativa needed a visual world unmistakably its own — rooted in Caribbean identity without sliding into postcard exotica.
Approach
Build the brand around folkloric surrealism: the rooster as swagger and dawn, the domestic scene turned dreamlike, the screenprinted festival poster. One coherent world that could stretch from a single cover to a full-bleed tour key visual.
Process
Developed a set of key visuals that composite illustration with photographic moments — the rooster stepping out of a refrigerator, the campfire ritual poster, the double-owl night scene — each carrying the same palette and printmaking texture.
Creative Direction
Held the palette and the printmaking grain across every asset so the campaign reads as one hand. The surreal beat is the brand voice — playful, a little mythic, never generic.
Outcome
A flexible campaign system — posters, covers, social, out-of-home — with a signature look that survives being cropped to a thumbnail or blown up to a wall.
Lessons learned
Distinctiveness beats polish in a crowded category. A brand that owns a feeling is remembered; a brand that owns a template is skipped.
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