Natalia Lafourcade
Live At Carnegie Hall
Client: Sony Music
For the launch of Mexican Latin Grammy-winning singer-songwriter Natalia Lafourcade’s live album recorded at Carnegie Hall, we conceptualized and executed the "Welcome to My Living Room" campaign on Spotify and across digital platforms. Inspired by the warmth and intimacy of her performance, we developed a cohesive visual identity and digital assets to bring the album’s essence to life.
Key Art & Creative Concept
Art & Creative Direction
Title Treatment
Web and OOH Banners
Social Media Campaign
Master Video - Video Editing / Graphics
ALBUM COVER DESIGN
For the album cover design, we aimed to capture the intimacy of this special moment at Carnegie Hall. The iconic red of the venue serves as the backdrop, while gold bronze typography evoke the warmth of the stage and the soft glow of the dim lights. The front cover takes Natalia’s perspective, showcasing her “living room” on stage, while the back cover shifts focus to the audience, enveloped in dim light, highlighting their awe within the grandeur of the venue and performance.
ALBUM LAUNCH - MASTER VIDEO
For the album launch, we created the music video around El Lugar Correcto, opening with Natalia’s words, “Welcome to My Living Room”— a phrase she shares midway through the show and which became the heart of the Carnegie Hall campaign. On stage, she crafted a cozy, home-like setting within the grandeur of the venue, creating an intimate contrast. Our goal was to capture this warmth and authenticity, inviting viewers to experience the historic moment firsthand. The video not only reflects the depth of her performance but also reveals behind-the-scenes glimpses of this unforgettable night and its profound impact.
SOCIAL MEDIA REELS
We created 30 short-form videos and reels to support the teaser, launch, and maintenance phases of the campaign, driving audiences to Spotify to experience the full album. These videos showcased key moments from the performance, including Natalia’s heartfelt words, collaborations with guest artists, and the most iconic highlights of her music.
INSTAGRAM CAROUSEL CURATION
WEB BANNERS • OOH
