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The Challenge
"HIBiSCO" is the second release from the Archivo de Cumpleaños project, recorded in Medellín, Colombia, in collaboration with the urban brand Matelsa. Since we had limited prior knowledge of the area, the biggest challenge was navigating and leveraging an unfamiliar city to create compelling visuals. We began by researching classic Medellín landmarks and local festivities, which fortunately coincided with the city’s major annual Feria de las Flores (Flower Festival).
Job Role: Video Director, Filmmaker
Job Role
Video Director, Filmmaker.
Creative Strategy & Solution
The happy coincidence of the Flower Festival, combined with the song's theme, allowed us to pivot the narrative toward a message of personal self-improvement and self-love. The solution was to create a semi-narrative centered on the idea of indulging oneself and recognizing that happiness comes from self-acceptance rather than seeking external validation. We visually reinforced this message by concluding the video with a series of handwritten messages on placards held by people across Medellín, ensuring the theme of personal triumph resonated with the vibrant backdrop of the city's festive atmosphere.
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