EMILIA

After a successful tour across Spain and Mexico, and breaking records with 10 sold-out shows at Movistar Arena, Emilia solidified herself as one of the top artists of 2024. But she went even further—selling out four shows at Vélez before the end of the year, becoming the first Argentine woman to achieve this milestone.

For these concerts, we developed and executed a creative strategy for adidas Originals, a brand for which Emilia is an ambassador. Our goal was to continue strengthening their relationship authentically, highlighting her unique style and trendsetting influence.

The strategy unfolded in several phases. We began by covering Emilia’s rehearsals, creating content with her dancers for Mala Pero Cutie, the official account of her tour. Then, we organized an in-store event where fans received styling advice from fashion expert Sereinne to curate their concert outfits. This event was amplified across Sereinne’s and Mala Pero Cutie's platforms, capturing the experience and the exciting moment when several lucky fans were surprised with concert tickets.

During the Vélez shows, we designed a unique experience for adidas through the activation of the fashion cam. This activation showcased fans’ iconic looks, projecting them live to the 190,000+ attendees, seamlessly blending Emilia’s style with adidas’ identity. Additionally, several adidas partners, including actress and influencer Papryka, designer Aldi Vega, and art director Mel Anton, were present at the show—enhancing the activation’s impact with their looks and energy.