Anuel AA - World Tour 2024
Art Direction and Graphic Design
Art Direction and Graphic Design
When I was approached to develop the creative direction for Anuel AA’s world tour, "Leyenda Urbana", I faced several unique challenges. This project was a pitch, which gave us the freedom to explore various creative directions, but we had to keep in mind a few critical constraints to ensure the tour’s global appeal. The goal was to rival major world tours by artists like Drake, A$AP Rocky, and Tyler, The Creator, so the visuals needed to convey a sense of prestige—clean, modern, and with a bit of edge that reflects Anuel’s distinct style.
Cohesive Concept
The concept needed to capture Anuel’s persona while appealing to a global urban audience. The creative direction had to reflect Anuel's roots while giving the tour an international scope. After multiple revisions and exploring various creative routes, we settled on the theme "Leyenda Urbana", translating to "Urban Legend". Initially, we played with a Spanglish twist, "Urban Leyend", to give it a unique edge, but due to legibility concerns, we ultimately stuck with "Leyenda Urbana" to keep it authentic to Anuel’s Latin roots and maintain a cohesive vision.
Art Direction & Design
The visual direction for "Leyenda Urbana" was rooted in street style—true to Anuel’s persona and appealing to his global audience. We aimed to create visuals that would stand out in major cities worldwide, from Miami to Tokyo to Madrid. The gritty, streetwear-inspired aesthetic translated well across out-of-home marketing formats like billboards, street posters, and digital ads.
The imagery centered around bold typography, dynamic layouts, and minimal but striking color schemes. We used a monochrome palette with sharp blues, blacks, and whites to create a modern, high-contrast look. The globe icon, representing Anuel's international reach, became a key motif, appearing in all of the branding assets from merchandise to online content.
Mockups & Execution
Below are mockups showcasing the execution of the campaign, including billboards and street posters, which were crucial in demonstrating how the tour visuals would resonate in real-world, high-traffic environments. The cohesive branding was designed to translate seamlessly across multiple platforms, ensuring that Anuel’s bold presence would be felt everywhere from Times Square to Mexico City.
The campaign also included an announcement event and pop-up activations to immerse fans in the tour experience, further emphasizing Anuel’s connection to his audience. These activations were key to creating buzz ahead of the tour, aligning with the streetwear and urban theme to make the experience authentic and engaging.
Evolution
This creative process wasn’t without its hurdles. The initial concepts (like the one shown here) explored a variety of styles, some of which didn’t quite hit the mark. After a few rounds of revisions and several meetings with the creative director, we began to fine-tune the aesthetic, gradually honing in on the style displayed above. It took several iterations, but the final design successfully blended the clean, modern look with the edge needed to reflect the Urban Legend theme.
