Sony Music Latin Grammy’s After Party
For this project I was tasked with designing multiple installments for Sony Music’s Latin Grammy after-party. I was able to be a part of this project from pitch to finalization. The given theme of the party was ‘La Casa de Los Artistas’ or ‘the Artist’s House’. It aimed to convey a sense of home as artists from all over the world landed in Miami to celebrate an iconic night in music history. Our goal was to extend this theme into a luxurious after party, along with a an out of home Miami takeover.
CLIENT: Sony Music Latin Iberia
PROGRAMS USED: Autodesk Maya, Photoshop, Illustrator, PowerPoint
NOTES: All presented art is FPO and property of Loud and Live and Sony Music
Here In Music
My idea for the Miami billboard takeover aimed to highlight the cultural significance of Miami and Sony artists in Latin music.
The campaign proposed to place ads featuring culturally impactful moments in music where they happened in the city. These billboards could include, statistics, lyrics, music video screen caps; or anything to make passers-by feel the weight of the artist’s achievements.
While this exact concept didn’t come to fruition, billboards based on these mockups and their visual style went up around Miami to welcome artists flying in for the awards show.
La Casa De Los Artistas
La Casa De Los Artistas was the concept behind the party. It was meant to be a place that felt like home to Sony’s artists. We played with the iconography of keys, doors, and tropical foliage. The client teetered between wanting more trendy Gen Z decoration, and a more traditional glamorous approach. It was my job to find the right balance.
Below are some of the step and repeats, and photo ops we pitched to the client. These weren’t final renders but rather FPO visuals to get our ideas across as quickly and effectively as possible.
Don Julio Bars
As part of the activation we were to build 2 custom bars for Don Julio within budget. Here are some of the different options I came up with. We started larger and scaled back. This is a small selection of the 16 different bar concepts that we played with before landing on a winner.
Invite Only
Here are some of the invitation options I put together with placeholder information. The keys, disco ball and tropical plants all alluded to different elements of the decoration. These were put together in conjunction to the structural pitches before we knew what the general look and feel of the party would be.
