Valley de Cima was a one-day carnival event hosted by Cima Arts. Cima Arts cultivated art, games, vendors, and music within one space, with the goal of expanding their network and artistry to immersive experiences and business promotions. Funded by the city of Dallas, the event was hosted at the Bath House Cultural Center and brought together diverse cultures through art and performance.
My role as the Creative Director was to ensure the blend of activities were cohesive in the aesthetic and experience of the event. From digital and physical games, flyers, videos, to merch design, I coordinated the creative department for the event and led a team of 15 people.
Cima Arts
Cima is a Dallas non-profit art collective whose mission is to connect various audiences and underserved communities with locally produced art. We aim to exhibit diverse creations in the art industry through rotating shows, collaborative events, and teaching/learning programs for young aspiring artists. As an art establishment that engages with issues that arise from marginalized communities in one of the fastest-growing metroplexes in the nation, we firmly believe in supporting the ideas and voices of local artists.
Video Production
Video shot by Sohil Sakar, Alejandro Navarro, and Mario Lopez
Directed by Chris Bedolla and Cas Cruz
Creative Direction by Haide Vazquez
As the Creative Director for the promotional video shoots of *Valley de Cima*, I led a team of five production members, overseeing concept development, direction, and post-production.
My role involved crafting a lighthearted, playful narrative that aligned with the carnival-themed event's brand identity, targeting audiences interested in art and community fairs.
I directed on-set, ensuring the energy and humor of the event were captured, while managing shot composition and guiding performers to reflect the fun personality of the brand.
Post-production involved selecting music, sound effects, and visuals to enhance the festive tone, creating engaging content that resonated with the audience and built excitement for the event.
Merch Designs
As the Creative Director, I collaborated closely with the Art Director to produce event merchandise that seamlessly aligned with *Valley de Cima*'s carnival theme and promoted the *Cima* cartoon universe integrated within the event. I played a key role in conceptualizing the designs and ensuring they reflected the playful, artistic atmosphere of the event. Additionally, I led the color coordination process to maintain visual consistency across all merchandise, enhancing brand recognition and creating products that resonated with the audience while supporting the event's creative vision.
Promotion
I collaborated with illustrators to develop a free phone game designed to promote the Valley de Cima carnival and its Cima cartoon universe across social media platforms. I also conceptualized and oversaw the creation of a Cima Universe-themed lotería game, which became an interactive feature at the event, enhancing attendee engagement. Additionally, I organized a pop-up show leading up to the carnival, using these elements to build anticipation and further immerse the audience in the world of the Cima universe.
