ART DIRECTION | GRAPHIC DESIGN | ENVIRONMENTAL DESIGN | PRINT | EXPERIENTIAL DESIGN
For SXSW 2023, I provided art direction and design for McDonald’s Spotlight Dorado program, a platform aimed at empowering Latin filmmakers by offering them the opportunity to produce short films and compete for a filmmaking grant. My role spanned across art direction, graphic design, environmental design, print, and experiential design, with the goal of creating an interactive experience that would engage attendees and bring the initiative’s mission to life.
Concept & Creative Execution
The concept centered around an immersive, walkable maze designed to visually narrate the unique challenges that Latin filmmakers face in the industry. Each section of the maze was adorned with vibrant graphics, infographics, and storytelling elements, guiding visitors through the hurdles and triumphs of filmmaking from a Latin perspective. The environment was designed to be both visually captivating and deeply informative, merging art with storytelling to reflect the spirit of the Spotlight Dorado initiative.
Process & Design Approach
Among my responsibilities for the development of this project were the graphic and environmental design. The goal was to create an experience that felt immersive and meaningful, allowing attendees to physically walk through the journey of a filmmaker and the obstacles they encounter, while being surrounded by impactful visuals and educational content. While designing the informational panels I focused on ensuring that the experience was engaging and reflective of the program’s mission to elevate Latin voices in the film industry.
Results
The final installation at SXSW successfully captured the essence of the Spotlight Dorado program, drawing in a wide range of visitors who interacted with the maze while learning about the opportunities and obstacles within Latin filmmaking. The design not only reflected the cultural depth of the initiative but also highlighted McDonald’s commitment to supporting diverse creatives in a fresh, experiential way.
