INDUSTRY:
ART DIRECTION | CONCEPT
CLIENT:
RED BULL
YEAR:
2016
EXPERIENCE:
CONCEPT
Red Bull: Ghettu Music Camp
about.
Ghettu Music Camp was a 12-month collaborative artistic immersion held in Madureira, Rio de Janeiro, focused on developing emerging artists, DJs, and music producers.
As Art Director, I led the creation of the project’s visual identity, designing an urban and vibrant brand language that translated the energy of the program into a cohesive system across digital and print touchpoints — reinforcing its presence within Rio’s independent music scene.
challenge.
Create a bold and authentic visual identity that captured the raw energy of Madureira’s music culture, while positioning the program as a credible platform for artistic development under the Red Bull umbrella.
result.
The project resulted in a distinctive and culturally resonant visual system that amplified the camp’s visibility and credibility within Rio’s creative community.
By translating the rhythm, diversity, and urban character of the initiative into a consistent brand presence, Ghettu Music Camp strengthened its connection with emerging talent and reinforced its role as a catalyst for artistic growth in the local music ecosystem.
