Art Basel Cities
in Buenos Aires
The Project
Art Basel and the Buenos Aires City Government worked with local cultural partners and artists for The Art Basel Cities Week. It was a unique opportunity for local and international visitors to discover Buenos Aires' art scene through public art exhibitions, installations, performances and events across the Argentine capital.
During this ambitious, multilayered project that attracted 30k visitors, I was the main point of contact between Art Basel’s Senior Marketing Advisor and the Buenos Aires City Government communication teams across multiple departments.
Main challenge: gaining agreement on project scope with contrasting stakeholders and pushing back when needed while maintaining positive relationships.
Main learning: developed “helicopter view” and ability to manage multiple projects effectively simultaneously.
The Results
Eternity
I supervised the communication strategy for the open call “Eternity,” a participatory social sculpture by the Italian artist Maurizio Cattelan.
Local citizens were invited to create a tombstone to be presented at the artist’s installation. With +1000 registrants and 200 selected projects, it was one of the main attractions of the Week’s program. The open-call campaign included the following:
- Overseeing the production of visual assets from brief to execution for multiple channels and getting approval from local and international stakeholders.
- Planning the segmentation for the email marketing campaign.
- Defining the structure for lead capturing forms and collaborating with legal teams for terms and conditions.
- Planning the brief for social media, helping craft and approve all copy.
Outdoors Advertising
I coordinated the production, printing quality control and installation of over 200 billboards, banners and transit advertising across the city.
I also supported the Art Basel teams by being their main PoC with the Mayor’s Office, negotiating approval of all marketing assets and endorsement to amplify the coverage of Art Basel’s full program.
This project was tackled while working at the Ministry of Culture.
Eternity by Maurizio Cattelan