CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS
For a brand, credibility is everything. For that reason, we decided to invest and get involved in authentic projects. Credentials have to be earned.
The brand actively supported the most ambitious street-art project in the country. As a result, we gained awareness in the national urban lifestyle niche. In this project, 14 large-format murals were intervened by artists, followed by the production of the documentary videos and a book. In this way, the brand contributed to the development of the artist’s community by enriching cultural proposals and developing new generation artists.
The contemporary art scene in Mexico offers a wide variety of proposals and styles, with hybrids of graffiti, muralism, design and illustration coexisting on the city’s walls. Based on this observation, INDELEBLE aims to offer a plural view of current pictorial trends, evidence of the expression of new generations, who refuse labels or conventional definitions.
Any preconceived action carried out in the streets, beyond embellishing or beautifying the city, has the capacity to generate a visual dialogue with the spectator. For years, street art has been associated with vandalism and chaos, needless to say that a large part of this problem lies in the lack of spaces for its development.
The INDELEBLE project involves society in general, the city itself being the magnificent canvas chosen. In the public space the spectator is not necessarily a connoisseur of artistic manifestations (involuntary users of street art); thus, the work in question is contemplated from the purest points of reading, without predisposition, offering an eclectic panorama and a space of coexistence between the artists, the work and the community.
The project consisted of making a series of murals in Mexico City, mainly producing documentary videos and a printed book. The purpose of recording a visual experience through the transformation of public space, contributing to the community’s development, increasing the city’s cultural offer, and catapult artists of the new generation.
CHAPTER 1: CIX
CHAPTER 2: DIEGO LOZA & OSLEY
CHAPTER 3: MECAMUTANTERIO A.K.A KRONIK
CHAPTER 4: LIBRE GUTIERREZ
CHAPTER 5: EVOCA1
CHAPTER 6: TMUZ
CHAPTER 7: ELLIOT TUPAC & CIX
CHAPTER 8: ENTES & PESIMO
CHAPTER 9: DECERTOR
CHAPTER 10: REVOST
CHAPTER 11: JB
RENOVABLE CHAPTER 1: EYEL
RENOVABLE CHAPTER 2: KAZY & FUSCA
COLATERAL: SKORE +LEDANIA + REX + ELEU