Teatro Luis Poma - Campaign 2025
For the Teatro Luis Poma 2025 campaign, we started with a fundamental question: How positioned is the act of going to the theater within the target audience? The answer revealed the real challenge. Before promoting the season, we had to reposition the behavior. Theater is not just entertainment. It is a live, unrepeatable emotional experience. No matter how many times you see the same play, it will never be the same. Different energy. Different audience. Different night. Always unique. From that insight, we built the concept “Here and Now.” A platform designed to communicate the closeness between artist and audience while intentionally activating FOMO. If you were not there, you missed it. Period. An experience that cannot be explained, only lived. The messaging followed that idea: “Siente el Teatro.” Expanded into a full emotional spectrum: Siente la comedia. Siente el drama. Siente la tragedia. A system built to communicate the entire range of emotions that can only be experienced inside a theater. But beyond the season, we also needed to reposition the institution itself. That is where the closing line came in: “El Poma Irrepetible.” A tagline that reinforces the core truth. This is not just a venue. It is a singular cultural experience. Visually, we developed a bold, modular system designed to: • Amplify emotion • Feel contemporary and culturally relevant • Turn the season into a statement, not just a schedule Not just promoting shows. Reframing theater as a cool, collective experience again. Stay tuned for what the 2026 season brings.