Theatre - Society - Resistance. Campaign for the 17th International Theatre Festival of Havana.
Bijirita Studio
6/14/20253 min read
The communication campaign for the 17th edition of the Havana International Theatre Festival was an assignment full of challenges and satisfactions. The festival, with a long graphic tradition in the creative guild, represented an adventure that we enjoyed intensely. Under the axis ‘Theatre, Society, Resistance’, the visual strategy set a clear and distinctive pattern.
The festival is a space of resistance, diversity and dialogue, so the campaign had to transmit that energy. How to achieve it? We decided to focus the proposal on the graphic element of vision: a universe that explores the abstract relationship between the act of observing and the critical and vital presence that characterises theatrical art. We emphasised the strangeness contained in the theatrical exercise, the encounter between the staging and its spectators, as well as the distancing necessary to connect with the performative elements of the scene.
The graphics opted for contrast in a unifying monochromatic context, using a single colour as a means of emphasis: on this occasion, a saturated red that, through transparencies, veiled areas or figures depending on the type of print or application. The city and theatre circuits were present in some media, and the campaign mixed illustration and photography resources to achieve greater expressiveness and visual strength.
It was not just about creating something attractive. The design had to be functional, recognisable and, above all, inclusive. We wanted both experts and amateurs, as well as those approaching the theatre for the first time, to feel part of the experience. That's why we opted for a clear, visually impactful and open communication, where each graphic element told a story and added to the grand narrative of the festival.
Lecture at the Ibero-American Design Biennial BID18, Madrid.
A recognition that crossed borders
To our delight, the campaign was selected for the Ibero-American Design Biennial in Madrid (BID18), one of the most important design events in our language. This recognition positioned not only the festival internationally, but also Cuban design. We were part of a panel of creators who shared processes and connected at the 18th edition of the Biennial, at the Central de Diseño Matadero in Madrid.
Designing the campaign for the 17th Havana International Theatre Festival was an exciting journey, full of challenges and learning. Above all, it was an opportunity to demonstrate that graphic art can be the best ally for telling stories and connecting with people. Because, in the end, that's what theatre and design are all about.
