MATRIZ; A STUDY ON ALTERED CONSCIENCE AND MOVEMENT///
MATRIZ is a contemporary dance performance by argentinian collective Marea, directed by Matias Valenzuela; I was given the chance to create the digital art and graphic design for this play and design a communication plan.It included the creation of an instagram page, teaser animations and images for social media in addition to printed materials.
MATRIZ is a study on movement and bodies in what director Matias Valenzuela and supervisor Vivian Iasparra called a "party state"; A state of euphoria, collective dancing, influenced by substance use, often seen at electronic parties.The performers on the play simulate a variety of alterations in their physical, emotional and mental state through movement.
I proposed the concept of photomanipulation and co-directed the photoshoot by photographer Javier Bergamaschi,later manipulating the images to create different "mutations".These are meant to represent the alteration of self-perception during the state of euphoria that parties can create; Performers Belén Bijarra and Mariana Pessoa served as models;
Some registers of the performance can be found on it's official instagram profile and Marea's pages:
MATRIZ's "Sygil" meant to serve as both the logo and the "name" of the play;
Director Matias Valenzuela wanted to ttry unconventional approach to the branding of the piece,
to break with the customs of graphic design in the local performance arts scene.
Using the concept of "sygils", symbols of power that symbolize certain complex concepts
in esoteric culture, we mixed the letters of the word Matriz to create a logo that could be
used as the visual representation not only of the play, but all of the extended world of it,
since Matriz is meant to become a conceptual piece encompassing many other future works of art
and even real parties (eventually!)
Teaser flyers for social media and final flyer:
The original manipulation of performer Belen Bijarra's image
Some of the original images shot by Javier Bergamaschi,
before editing:
Other manipulated images representing key moments of the performance's narrative
Animations used as teasers for Instagram and Facebook
MATRIZ is essentially a performance art piece; However, director Matias Valenzuela planned for it to become a larger project encompassing workshops, events and audiovisual pieces; It's still in construction and it was somewhat halted by COVID-19 for the time being, but this project was incredibly rewarding and allowed me to explore art direction in a completely new context; This project might be updated in the future to add new pieces as it is an ongoing production.
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