TOTEM
BY TOUS
Creative Direction, Art Direction, Copywriting
Team: Sofía Alegría, Xue Wang, Paula Reyes,
Luciano Justiniano, Diego Silva
From icon to explorer. We turned the new TOUS Bold Bear into a symbol of freedom and authenticity. How? By creating an immersive world that invites participants to discover their inner explorer through music and activities.
Inspired by El Nido de Quetzalcóatl, México, and brought to life with AI tools, the project combines scenography, art direction, and interactive moments to create a festival experience that resonates with younger audiences while staying true to the brand’s contemporary values.
Developed for the Brand Culture course, part of the TOUS–ELISAVA Chair initiative.