Componente Studio Digital Design and New Media Studio

Feria Material

Date: December 2023 / January 2024

The Idea

Collaborating with Feria Material, one of Latin America’s most beloved contemporary art fairs, was an exciting opportunity for our studio, especially in celebration of the fair’s 10th anniversary. The fair is a centerpiece of Design Week Mexico and takes place at Expo Reforma in the Juárez neighborhood of Mexico City. Featuring two floors of galleries along with talks, screenings, performances, and other creative activities, Feria Material has become a hub for contemporary art and socially responsible design.

For this special milestone, we were tasked with creating a unique promotional piece. However, instead of traditional out-of-home advertising, we developed a creative twist— a Fake Out-of-Home (FOOH) advertisement that would live as an Instagram reel. The goal was to build excitement and serve as a playful "save the date" reminder, using digital platforms to engage the fair’s audience in a fresh and inventive way.

The Process

Since the final product was designed specifically for Instagram, we approached the project as a blend of live-action and digital effects to create an ad that felt both immediate and impactful, despite being a virtual experience.

We began by recording on-location footage of the fair's venue, Expo Reforma, so viewers could recognize and connect with the space even before attending. This gave the digital ad an authentic foundation. After capturing the footage, we used camera tracking to ensure our digital creations could be seamlessly incorporated into the real-world setting.

Next, we conceptualized a dynamic 3D model, simulating an art-inspired object that interacted with the environment as if it were part of the physical world. Our team carefully textured and lit the object to match the real-world footage, ensuring it blended smoothly while maintaining the vibrant and quirky energy that the fair represents.

Once the object was fully developed, we moved on to compositing, where we merged the physical footage with the simulated element, fine-tuning every detail to give the digital ad a polished, professional look. We also integrated audio-reactive visuals that tied into the event’s lively atmosphere.

The Finished Product

The final product was an engaging FOOH Instagram reel designed to announce and promote the fair’s 10th anniversary in a creative and shareable way. Although it only existed as a digital piece, the reel captured the essence of Feria Material while building anticipation for the upcoming event. It served as both a “save the date” reminder and a digital installation, combining the feel of outdoor advertising with the convenience and reach of social media.

The reel successfully engaged viewers, sparking interest and allowing them to virtually experience a glimpse of the fair before the actual event. By bridging the gap between physical and digital worlds, we ensured that Feria Material's milestone anniversary received the attention it deserved, further amplifying its role in Mexico City's contemporary art scene.

Digital Design and New Media