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WHO
Brand strategy, storytelling and creative direction for WHO, the new brand of Teatro Pereyra, under the concept “The Theatre Does Not Forget”. The campaign repositions the theatre as a living, sensorial entity that remembers every voice, every glance and every night experienced within its walls. Through the figure of the Pierrot, a mysterious guardian of the threshold, the campaign introduces a new brand territory where entering the theatre means crossing a portal and becoming part of its world. The visual and narrative language combines cinematic chiaroscuro, theatrical textures, sensuality and mystery with a progressive soundscape, creating a distinctive universe designed to generate desire, curiosity and FOMO. Developed through AI-driven image, character, motion and music generation, the campaign establishes a flexible visual system that can extend across digital, social and physical touchpoints. Art Direction: Aníbal García Video: Rit.ai