Briefing
The goal was to promote Salvador's popular celebrations (Brazil's oldest city and first capital), emphasizing their cultural and religious significance. Deeply rooted in local history and culture, these festivities stand out for their duality between the sacred and the profane.
Visual Concept
I analyzed the visual elements in all the festivals and identified flowers as the central symbol. This element, commonly found in contexts such as decorations, offerings, and embroidered garments, became the unifying theme across the layouts. Each piece was designed with an approach that integrates spirituality, represented by a central figure in a solemn posture, and visual elements specific to each celebration.
Art Direction: Igor Melo
Copywriting: Diana Aquino
Photography: Igor Melo (traditional photography and AI-generated images using MidJourney)
Creative Direction: Alisson and Pedro Castro
Copywriting: Diana Aquino
Photography: Igor Melo (traditional photography and AI-generated images using MidJourney)
Creative Direction: Alisson and Pedro Castro
Project Execution
I developed the key visual and primary materials for two celebrations: the Festa de Iemanjá and the Lavagem do Senhor do Bonfim. Based on this visual concept, the agency created the layouts for the other festivals, maintaining the proposed visual coherence.
Iemanjá Celebration
The Festa de Iemanjá (Iemanjá Celebration), held annually on February 2nd in Salvador's Rio Vermelho neighborhood, honors Yemanjá, the Afro-Brazilian goddess of the sea. Rooted in Candomblé and Umbanda traditions, devotees bring offerings like flowers and perfumes to the ocean as a gesture of gratitude and devotion. The celebration blends spirituality with Salvador’s cultural vibrancy, featuring music, food, and dance, attracting locals and tourists alike.
Senhor do Bonfim Celebration
The Festa do Senhor do Bonfim (Senhor do Bonfim Celebration), held annually on the second Thursday of January in Salvador, is one of the city's most iconic religious and cultural celebrations. It begins with a vibrant procession where thousands of people, many dressed in traditional white attire, walk from the Church of Conceição da Praia to the Basilica of Senhor do Bonfim. Along the way, participants carry offerings and perform rituals as an act of faith and gratitude.
At the heart of the celebration is the symbolic washing of the church steps, performed by Baianas dressed in traditional clothing, who use perfumed water in a ritual that blends Catholicism with Afro-Brazilian traditions. The event is both spiritual and festive, attracting locals and tourists alike, and is a powerful expression of Salvador’s cultural identity and religious syncretism.
Additionally, the key visual I created for the Festa de Iemanjá was used by the client to develop various decorative pieces for the event. On the day of the celebration, I also produced a series of photographs that captured the essence and energy of the event.
