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Netflix
Pedro Páramo
Afterparty
Mexico City, Casona Corregidora
October 2024
Marketing, PR
Context
Based on Juan Rulfo’s masterpiece, the film tells the story of Juan Preciado’s journey to Comala. Filled with hope, he searches for his father, Pedro Páramo, in a town of lost souls, condemned by violence and the fury of a love gone unfulfilled.
To celebrate Pedro Páramo’s arrival on Netflix—the debut feature by director Rodrigo Prieto—the film was screened at the Morelia International Film Festival, a highly renowned event that supports emerging Mexican talent and promotes national cinema worldwide. The director attended, along with the actors who brought the film’s main characters to life: Manuel García Rulfo, Tenoch Huerta, Dolores Heredia, Ilse Salas, Mayra Batalla, and Noé Hernández, among others.
Objective
Challenge
To bring a piece of Comala into real life and into the party. To create a space where the souls of all guests could gather and celebrate the film’s new adaptation.
The Idea
We hosted a party where we brought Comala to life—a space suspended in time, in the afterlife. There, guests could become, if only for a moment, lost souls who, when looking up at the sky, saw themselves reflected in a simulation of life and death. We achieved this with the installation of a mirror hidden among dead branches and lights that transported all guests to Comala.
In addition, in a unique area within the venue, we recreated Morelia’s iconic arches so the cast could take a family photo, creating an exclusive Pedro Páramo image.
