Festival ParadísAll casesAn international festival doesn't live on institutional prestige alone: how to translate design into the native language of a new generation.

Festival Paradís is one of the most important design gatherings in Spain, bringing together top international speakers every year. They asked us to transform their acquisition strategy: to leave behind an overly corporate tone and genuinely connect with young talent.

We proposed a growth direction built on creators, designing strategic collaborations with Elena Yuste before and after the festival to establish a social-first format that opened up and spread access to the event.

Festival Paradís had an outstanding line-up and an impeccable institutional reputation in the industry. What it lacked was an agile digital narrative that broke the corporate barrier and mobilised students and emerging designers. The prestige of the speakers, the networking and the technical quality of the talks were its greatest asset, but they were communicated through flat posters and corporate copy. Anyone who didn't already know the festival's track record felt no urgency to attend.

What we found:

  • Strictly corporate communications
  • Stagnant organic reach
  • A disconnect with younger generations
  • No short narrative formats
  • Dependence on sales to an older audience
Fig. 1 — A campaign with nearly 1M views
Fig. 2 — The crowd in the CaixaForum atrium

The diagnosis showed a generational gap: while veteran art directors treated the festival as an essential date, younger audiences saw it as inaccessible, dense and disconnected from how they use social media every day. Its Instagram presence lacked freshness. Informational posts barely generated interaction, sharply limiting its ability to sell tickets beyond the historical database and the agencies already loyal to it.

In the room, the event was a hive of creativity; on screen, a static account that didn't reflect the real energy of the space. Digital-native users couldn't find the narrative hook they needed to justify buying a ticket.

Fig. 3 — The audience enjoying the content

Growth was limited by the exhaustion of its traditional audience. Without a social channel that spread the experience and created FOMO, it was impossible to sell out by bringing in new profiles.