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Kilómetros Coloridos
(Night's version)
Project Overview
Challenge:
The challenge was to rethink an existing launch campaign to increase audience interaction ahead of ticket sales, moving beyond a purely informational and calendar-driven approach.
The refreshed direction needed to preserve recognizable elements of the original identity, such as the unicorn, colorful palette, and playful tone, while developing a new visual and narrative language designed to build stronger anticipation and connect more closely with the audience’s interests.
Type: Digital campaign recreation based on a real project
Brand: Kilómetros Coloridos
Role: Creative Strategy, Art Direction & Content Development
Scope: Concept development, visual identity refresh, tone and narrative definition, content planning, copywriting, visual execution, and social media adaptation.
Kilómetros Coloridos (Night’s Version) is a recreation based on a real campaign, adapted into a new visual and narrative direction while preserving its main goal: building anticipation and engagement ahead of registration.
The campaign combines participatory content, recognizable cultural references, and a nighttime visual identity to turn informational posts into content designed to spark conversation and organic interaction.
Concept
Coldplay’s Hymn for the Weekend and its music video served as inspiration for the relationship between color, celebration, and collective experience, particularly through the use of color powder as a high-impact element.
The result preserves the brand’s sense of color, movement, and playfulness while shifting the campaign toward a more expressive and immersive direction.
The concept builds on an established identity and experience, so the creative challenge was not to replace its existing language, but to identify which elements could take on a stronger role through a more contemporary lens.
Recognizable elements such as the unicorn, color powders, and playful spirit remain at the core, while celestial imagery and the nighttime setting become more prominent throughout the campaign.
The use of “Night’s Version” brings the concept into a contemporary digital language, borrowing from the format popularized through Taylor’s Version to frame the campaign as a reinterpretation rather than a complete reinvention.
The strategy centered on creating reasons for the audience to interact with the campaign before registration opened, using familiar social formats built around play, self-identification, and sharing.
A team-name generator combined simple personal details, such as birth month, favorite fruit, or group role, to create shareable results while reinforcing the social side of participating with friends.
Astrology became a second interactive format through the series “What’s Your Runner Goal Based on Your Sign?”, using recognizable personality-based content to encourage identification, comparison, and conversation.
These pieces were balanced with content tied directly to the event experience, including color powder and other recognizable race elements, keeping the campaign connected to the physical event while expanding its nighttime universe.
Together, the content turned the pre-event period into part of the experience itself, giving the audience opportunities to play, share, and engage before race day.
Creative Strategy
Moodboard
Visual References
The visual direction reinforces the nighttime character of the race while preserving its most recognizable elements.
Color remains central, but shifts toward a more intense and luminous aesthetic built around dark contrasts, neon tones, and celestial references.
The unicorn takes on a stronger role as a recurring identity element, while color powders add movement, celebration, and collective energy across the campaign.
Stars, glow effects, and dark backgrounds bring these elements together into a more immersive system aligned with the Night’s Version concept.
The result keeps the original event playful and expressive while giving the campaign a more contemporary and distinctive nighttime identity.
Visual Direction
Compared with primarily informational posts, participatory content generated stronger engagement, particularly through comments and shares.
Interactive formats encouraged the audience to respond directly, compare results, and contribute their own answers, creating a more active conversation around the campaign.
This approach made the pre-registration period more participatory, helping sustain interest and strengthen the connection with the community ahead of launch.
