ArteZanos
Platform to Promote Venezuelan Emerging Artists Sponsored by Cerveza Zulia
2014–2018
ArteZanos was a cultural platform created to promote emerging Venezuelan artists nationwide. Sponsored by the local beer brand Cerveza Zulia, the initiative transformed a commercial infrastructure into a transmedia system for cultural promotion—bridging art, music, gastronomy, and public life.
I conceived and directed arteZanos, as a transmedia platform that used Cerveza Zulia’s communication ecosystem to amplify the visibility of Venezuelan creative talent. The project celebrated originality and craftsmanship—hence its name, a play on artesanos (craftsmen) with a capital Z evoking the brand identity.
Through digital storytelling and analog experiences, arteZanos highlighted the diversity of Venezuela’s artistic landscape. The project operated through the digital magazine cervezazulia.com, complemented by exhibitions, public art interventions, festivals, and cultural sponsorships across the country.
The initiative offered a new model of brand participation in culture—one where commercial resources served artistic and social development.
Services provided
- Creative and Strategic Direction
- Digital Platform Design and Editorial Development
- Content Strategy and Community Engagement
- Exhibition Curation and Event Production
- Public Art Interventions and Cultural Sponsorships
- Social Media Strategy and Transmedia Storytelling
- National Network Coordination for Cultural Promotion
Challenge
Traditional brand marketing in Venezuela was heavily focused on product visibility rather than social or cultural engagement. The challenge was to reimagine how a consumer brand could participate meaningfully in the country’s creative ecosystem—shifting from promotional messaging to genuine cultural contribution.
Solution
I designed arteZanos as a transmedia platform linking Cerveza Zulia’s advertising channels to real-world cultural initiatives. The digital magazine cervezazulia.com served as the project’s hub, while collaborations with artists, curators, and producers created a dynamic network of exhibitions and interventions in public space.
Billboards, events, and online channels became canvases for originality. Each year, open calls invited emerging artists to participate, transforming urban landscapes and digital media into hybrid spaces of artistic expression.
Results
- Established a national transmedia platform linking culture, commerce, and creativity.
- Supported dozens of Venezuelan artists through sponsorships, exhibitions, and public interventions.
- Transformed Cerveza Zulia’s advertising network into a cultural communication infrastructure.
- Positioned arteZanos as a model for brand-driven cultural initiatives in Latin America.
- Generated lasting visibility for emerging artists through press, radio, television, and online channels.
- Recognized as one of Venezuela’s most innovative brand-culture collaborations between 2014 and 2018.