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One Bite to Feel Like Home – An Integrated Campaign

Valeria Estefanía Aleksic La Cruz

People gravitate towards the familiar to feel home and safe. This feeling gets amplified for migrants as they are suddenly far away from the foods, people and cultures they are fond of, creating many challenges not only of language, but of integrating, belonging and adapting. The integrated campaign ONE BITE TO FEEL LIKE HOME for the Venezuelan brand Franceschi Chocolate is meant to promote diversity, inclusivity and visibility, exploring the feeling of home to unite people from distinct cultures through their shared experience of longing. Campaign Video: https://www.youtube.com/watch?v=KFXiVuYZev8&t=24s

Valeria Estefanía Aleksic La Cruz

I am Valeria, and I am a visual designer, photographer and aspiring art director. I design visual interfaces, staged and environmental photography, and engaging experiences through any visual medium. I am interested in the details of everyday life and our nature as migrants, and nature itself. I am ambitious, a dreamer and a fighter. I strive for the best and always look to improve the world, even if it is a bit. I love visually engaging images and thought-provoking films. I live for emotion and sensitivity, as it allows me to see past the ordinary and engage with deeper ideas and possibilities.

Where do you see yourself in 20 years?

I am Valeria and I am a visual designer, photographer and aspiring art director. I design visual interfaces, staged and environmental photography and engaging experiences through any visual medium. I am interested in the details of everyday life and our nature as migrants as well as nature itself. I am ambitious, a dreamer and a fighter. I strive for the best and always look to improve the world, even if it is a bit. I love visually engaging images and thought-provoking films. I live for emotion and sensitivity, as it allows me to see past the ordinary and engage with deeper ideas and possibilities.

What was the most challenging experience during your studies?

Balancing studies, work, proper sleep and adult life.

Who or what inspires you?

A few things: poetry, women artists, landscapes, art; my mom. People that go after their ideals and work hard until they are part of their reality, and art and projects that inspire you to create.

How do you approach a new project?

I always do a lot of research and brainstorm all ideas and connections until I find something that clicks. Then, while developing the project, I keep researching to add more layers to my project. I also use formal methodology such as the Design Council's Double Diamond and ask myself what is it I want to accomplish with the project, and who it is aimed for, to shape the project into something meaningful.

What advice would you give to students who just started studying in your programme?

To use all the resources the university provides and network a lot during studies. To work not only in projects dictated by what the professors tell you, but to follow your passions, even if it is on the side.

What are you not going to miss in your studies?

Long, sleepless nights to get my projects done on time.

Comments

2 comments in total

pau 2020-08-07 20:25:14

awesome job!!

marleneeee 2020-08-07 18:58:50

absolutely beautiful designs!

Matthias Bachmann