Arte De La Pinta

Arte de la Pinta was a gallery created by Lorelei Ruiz, Centro Cultural’s Artist-in-Residence in 2023. As part of her residency, she organized a community exhibition showcasing artwork from her family members, highlighting that creativity knows no borders. I collaborated with her by planning and managing a digital marketing campaign to promote the event and broaden community engagement.

For this campaign, it was important to approach the theme of L.A. gangster culture with authenticity. I conducted thorough research to inform the brainstorming and development of the overall marketing designs. The campaign also incorporated elements of healing, resilience, and storytelling, which were central to her gallery.

Key Results:
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•The reels created averaged 2K impressions and reached 1.2K accounts, increasing visibility for the campaign.

•The event gained media attention when the Hillsboro News Times reached out for coverage, and I supported the press release for the feature.

•Collaborations on Instagram contributed to a 15% increase in followers, further amplifying the campaign’s success.

1. Designing for Culture, Community, and Engagement
For this event a flyer had already been circulating on social media ;however, I recognized that its dark color palette would underperform due to low visibility.

I redesigned the flyer with brighter, eye-catching tones and used Adobe Illustrator to create a custom title that reflected the theme of L.A. gangster culture, ensuring both cultural authenticity and visual cohesion.

This redesign set the creative direction for the campaign and significantly improved engagement on Instagram, resulting in a reach of 1,330, more than 1,847 views, 138 interactions, and 35 shares, ultimately boosting visibility.
2. Creative Direction Through Design Exploration
I designed a second flyer as part of the creative exploration process, though it was ultimately not published. Instead, its design elements informed refinements in the final assets.
3. Reel One
I also created a reel using clips from past events that reflected the type of experiences and community interactions we expected at the gallery.

The reel performed well on social media, generating 2,791 views, a reach of 1,813, and 106 interactions, effectively sparking interest and engagement ahead of the event.
4. Reel Two
To complement the campaign, I produced a reel that featured Centro Cultural staff alongside the artist as she presented her work. The video blended storytelling with the themes behind the gallery by displaying her art work.

This content resonated strongly with the audience, achieving 3,185 views, a reach of 1,938, 124 interactions, further amplifying awareness and engagement around the event.
5. Recap Post
Click on me for the post.
During the event, I served as both photographer and social media manager, capturing dynamic content to document the experience and create a recap post, while also building an asset library for future marketing purposes.

The recap post performed exceptionally well, generating 9,044 views, a reach of 3,113, and 277 interactions.