The Concept
As Bizarrap, one of Latin America’s biggest producers, prepared to embark on his first US tour, my task was to create a campaign that introduced him to American audiences who might not yet know his name. While he’s a household name in Latin America, headlining sold-out stadiums and collaborating with stars like Shakira and Peso Pluma, Bizarrap remained a relative enigma in the US. My role was to design the tour art, creative direction, and marketing activations that would not only build excitement for the tour but also broaden his visibility in an entirely new market.
The core of the campaign was about making Bizarrap accessible, relatable, and intriguing to a wider public. We needed to capture his electrifying presence and unique approach to music, while also playing off the fact that many in the US were unfamiliar with him. This led to the creation of the tour’s promotional strategy, which combined interactive activations, visually striking artwork, and a creative guerrilla marketing approach that reflected Bizarrap’s mysterious yet powerful persona.
Visual Identity & Branding
A crucial part of the tour’s visual identity was maintaining consistency with Bizarrap’s established brand. I incorporated animated elements from his past creative projects, ensuring that the tour visuals felt on-brand and recognizable to his existing fanbase. Lighting became the focal point of the design, chosen to reflect the high-energy, electrifying atmosphere of Bizarrap’s live performances. His shows are an immersive experience, and I wanted the visual elements of the tour to feel just as dynamic and alive as the music itself.
This project also marked the first time I integrated AI into my design process. I wanted to generate a fresh, never-before-seen image of Bizarrap to use in the promotional materials. Instead of relying on existing photos from Google searches, I created an AI-generated headshot of Bizarrap and combined it with other AI-generated assets, like lightning intertwined with sound waves. These AI elements were meticulously edited and refined in Photoshop, blending seamlessly with the overall design to create a bold, unique visual identity for the tour. The AI-enhanced elements helped push the creative boundaries and brought a fresh perspective to the tour’s branding.
Times Square Activation: Creating Buzz
To kick off the tour announcement, we devised a bold activation right in the heart of New York City—Times Square. We dropped a branded portable music studio overnight, where fans and passersby could enter, create their own beat and producer tag (a signature move in Bizarrap's collaborations), and take a photo inside the studio. This experience encouraged participants to share their creations on social media, tagging Bizarrap for a special surprise. This playful and engaging stunt not only created immediate buzz around the tour but also immersed fans in the world of Bizarrap, helping to bridge the gap between his Latin American fame and his introduction to the US market.
The overarching strategy for the US tour promo was to take Bizarrap’s established success in Latin America and reintroduce him to a new audience. His reputation as a leading figure in the Latin music scene gave us momentum, but we needed to capture the attention of US listeners who hadn’t yet encountered his music. By leveraging his high-profile collaborations and combining them with highly engaging, interactive marketing strategies—such as the Times Square activation and the “Have You Seen Bizarrap?” posters—we were able to generate significant buzz.
“Have You Seen Bizarrap?”
Another key element of the campaign was the “Have You Seen Bizarrap?” posters, designed to look like wanted posters. These posters were plastered across major cities, featuring Argentina’s flag colors to tie into the tour’s overall color scheme. The posters played on the idea that while Bizarrap is a megastar in Latin America, he’s still widely unknown in the US. By sparking curiosity and encouraging people to look him up, the campaign cleverly generated interest and drew attention from audiences who may not have been familiar with his work.
Contests & Giveaways
As part of the promotional strategy for Bizarrap's US tour, we launched a remix contest where fans could create their own remix of one of Bizarrap’s tracks. The winner received the opportunity of a lifetime, opening for Bizarrap during one of his shows. The idea of ushering in well known US producers would help introduce Bizarrap to an established audience.
To amplify the campaign, we levereged our partnership with Apple Music to create an exclusive playlist featuring Bizarrap’s top tracks and collaborations. Offered three months of free Apple Music access, we would give fans a chance to explore Bizarrap’s catalog while enjoying a premium music experience.
VIP Experience
For the Bizarrap US tour, we partnered with influencers and our social media team to create an exclusive VIP experience. Leveraging our proprietary original content, we engaged fans waiting in line by quizzing them on their knowledge of Bizarrap. One lucky fan—the biggest fan—was awarded the ultimate VIP experience, which included a behind-the-scenes tour, backstage access, and a chance to meet Bizarrap in person. This immersive experience allowed fans to feel the excitement of being on tour with Bizarrap, further deepening their connection with the artist.