Building La Luna Festival

La Luna Festival started as a brand-new event with no previous editions, no existing visual assets and the ambition to become one of Scandinavia's leading bachata festivals.

Since September 2025, I have worked as Creative Partner, leading the creative direction and producing commercial campaigns, social-first content, motion graphics and AI-assisted productions that shape the festival's visual identity across every stage of its launch.

Rather than creating isolated videos, the goal has been to build a complete content ecosystem capable of introducing a completely new festival to both national and international audiences.

• Build awareness for a completely new festival.
• Create a premium visual identity.
• Generate excitement before the first edition.
• Support ticket sales.
• Attract both national and international audiences.
• Lay the foundations for a long-term premium brand.

Launching a festival from zero presented several creative challenges.

• First edition.
• No previous event footage.
• Limited production budget.
• International audience.
• Multiple languages.
• High demand for content across different platforms.
• Need to compete visually with long-established festivals.

Every piece of content had to help people imagine an event that had not yet happened.

After analysing the market, we decided not to rely on static graphics or template-based social media videos.

Instead, we focused on creating a stronger visual identity built around cinematic editing, storytelling, motion graphics and AI-assisted production.

Each campaign was designed to create emotion before delivering information.

Rather than simply announcing artists, hotels or ticket releases, every video aimed to reinforce the premium positioning of the festival and make the audience feel part of something bigger.

The objective was not only to promote the festival, but to build a recognizable visual language that could grow consistently over the coming years.

Throughout the project I was responsible for:

This included planning campaigns, defining creative concepts, producing content, editing videos, experimenting with AI workflows and adapting every piece for different social media platforms.

• Creative Direction
• Content Strategy
• Video Editing
• Motion Graphics
• AI-assisted Production

Throughout the collaboration I created content including:

The content was produced in both vertical and horizontal formats depending on the platform and campaign objective.

• Commercial Campaigns
• Festival Launch Videos
• Ticket Release Campaigns
• Artist Announcement Videos
• Hotel Promotion Videos
• Venue Promotion Videos
• Social Media Reels
• Cinematic Videos
• Humorous Content
• Motion Graphics
• AI-assisted Videos
• Visual Assets for Social Media

Ongoing collaboration

The project is currently ongoing.

Current indicators already show steady audience growth across social media channels together with increasing engagement and brand recognition.