The campaign’s goal was to raise awareness about environmental crimes—wildlife trafficking, illegal logging, and illegal mining— targeting both young and adult audiences.
For one year, I was part of a multidisciplinary team, leading art direction and graphic design for a two-phase national campaign. From the start, I helped shape the communication concept, working closely with a copywriter to define tone and message.
Once approved, we developed a marketing plan that guided the creation of all visual assets. I designed the campaign’s identity, including the moodboard, logo, color palette, typography, brand manual, and templates.
Phase one focused on the launch. I designed key assets such as the landing page consecuencias.pe, social media posts, and promotional materials.
A highlight was producing an original song with Amazonian band “Explosión de Iquitos”, which became the campaign anthem. I participated as assistant director during the music video shoot in the Peruvian Amazon, animated the lyric video, and additional animations in post-production for digital pieces and the music video.
In phase two, the campaign took a more serious, reflective tone. We created digital content based on real environmental crime cases and produced three TV commercials and multiple radio spots, broadcast nationwide to amplify the message’s impact.
