TOTEM
BY TOUS
Creative Direction, Art Direction, Copywriting
Team: Diego Silva, Sofía Alegría, Xue Wang
Paula Reyes, Luciano Justiniano
We created the visual and conceptual universe of a music festival that reimagines the Bold Bear as a symbol of freedom and authenticity. Inspired by the explorer archetype, the art direction fused the brand’s iconic figure with vibrant scenography, placing it at the core of the festival’s activities as a representation of participants’ true selves.
Imagined in a setting like El Nido de Quetzalcóatl, México, and visualized with AI tools, the project shaped an immersive world that resonates with younger audiences while aligning with the brand’s contemporary values.
Developed for the Brand Culture course, part of the TOUS–ELISAVA Chair initiative.