He Coca-Cola Flow Fest is no longer a festival focused solely on reggaeton to become a space where aesthetics, visual identity and the entire experience weigh as much as the poster. This is how he explains it Cassandra Ortegacreative director of the event, who this year led the digital strategythe official coverage and image of the festival.
“I have been collaborating with them for years, from performance to creative direction, but this is the first time that as a company we take on social networks and all the official coverage,” said the professional, in an interview with this medium.
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One of the axes of the new approach is to break with prefabricated ideas about what an urban festival “should” look like. Ortega emphasized that her vision focuses on design rather than gender: “I think that stereotypes in design should not be so marked, for me design, from the outset, has to be inclusive.”
This look led the team to build a visual identity that dialogues with global urban culture without falling into local clichés: “We took references from streetwear and trending brands to bring this street aesthetic to the graphic.”
The renovation was reflected in two image stages: an initial one inspired by camouflage patterns and a later, more stylized one. “We made a much more polished image, based on stars, rectangles and basic shapes, a more minimalist trend without leaving the street aside,” he explained.
Another decisive point was the redefinition of the character Champ, a mascot created years ago. The team even explored turning him into an artificial intelligence figure, but finally opted for a more organic solution: “We found a better opportunity for the same character to be the brand, so that you didn’t see Coca-Cola as the straight company, but rather someone who speaks to you one to one.”
In a festival aimed at young audiences (from millennials to generation Z and even younger attendees) networks have become the essential thermometer. “Today there is no greater survey than your social networks. I do not believe that followers are proof of success, but rather interaction,” said Ortega.
The response to the image change was immediate: greater participation, artists sharing content and viral dynamics such as “perreo horoscopes.”
Regarding the eternal debate about the poster, Ortega said that “It is no longer enough. It is increasingly difficult to make a line-up that sells on its own; that is a global problem.”
That is why the festival invests in what really defines the contemporary Flow Fest: the experience. “All our marketing resources are directed more towards the experience than the line-up.”
With this vision, Flow Fest reaffirms itself as a cultural phenomenon that surpasses music and consolidates itself as a space of identity, aesthetics and generational coexistence.
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What you should know:
The Festival will take place this weekend, on Saturday and Sunday with artists such as Young Miko, Don Omar, Nicky Jam, J Balvin and Natanael Cano.