Greeicy wanted to create an alter ego to explore the darker, more hidden aspects of her personality. With this project, she aimed to release an album and reveal a character completely different—even diametrically opposed—to the Greeicy her audience already knew.
I led the creative direction, developing the visual identity across the album cover, posters, merchandise, and the overall experiential design for the show.
The plan was to craft aesthetics that reflected the raw and darker emotions the artist was exploring. We wanted to incorporate handcrafted elements across all the tour assets, with the lettering and overall image treatment echoing the raw character and emotional depth of this journey.
Lettering: Jean Paul Egred
Show Visuals — “Tal Vez”
Bespoke visuals for the “Tal Vez” segment. Each video frame was printed and enhanced with different painting techniques.
Tour Posters
ZHA poster — Photography: Giorgio DelVecchio
LED Wall Installation
A 3-meter LED wall at the Movistar Arena entrance served as a dynamic backdrop for fans to create content.
Merchandise
A merch drop featuring themes, words, and images from the Yeliana album—sold out at the concerts.
Credits
- Creative Direction
- Camilo Paredes
- Album Photography
- Manuel Lenis
- Lettering
- Jean Paul Egred
- ZHA Photography
- Giorgio DelVecchio