BUENOS AIRES LA PROVINCIA was a multidisciplinary campaign launched by the Province of Buenos Aires to commemorate and celebrate Argentina’s Bicentennial. I was responsible for designing the province’s identity, art-directing print and television advertisements, and creating a range of branded materials including event invitations, exhibition stands, and promotional items such as t-shirts, bags, rain gear, and balloons.
The creative concept centered around the word “grande”—which in Spanish means both “big” and, in colloquial use, conveys a sense of “greatness.” This dual meaning became the unifying thread across all communications, ensuring a consistent and memorable brand presence.
The overarching goal of the campaign was to highlight Buenos Aires Province as both part of the nation’s heritage and as a distinct entity with its own culture, traditions, and appeal. Under this umbrella, we developed a series of seasonal and thematic campaigns: a summer campaign promoting Argentina’s renowned coastline, a Bicentennial campaign celebrating both the nation and the province, a spring campaign dedicated to Argentine sports such as polo, among others.
As head designer and art director, I oversaw the creative direction and execution of all campaign assets. For further insight into the conceptual foundation and the success of the brand’s identity, please see BA Obra.
