Baile Cangrejero

We worked with Pregones/Puerto Rican Traveling Theater (Pregones/PRTT) on the promotional campaign for Baile Cangrejero, a 2025 mainstage production celebrating Afro-Caribbean rhythm, poetry, and cultural pride. Directed by Jorge B. Merced, the production brought together artists and musicians honoring the shared cultural heritage of Puerto Rico, Cuba, the Dominican Republic, and Peru.

Building upon the visual identity originally developed by Karina N., we extended the established creative direction across a coordinated campaign of print advertising, promotional materials, and large-format environmental graphics. The work included pieces for direct mail and street-level distribution, a half-page amNewYork advertisement, and large-scale graphics installed across the doors and windows of PRTT’s Manhattan venue.

Each application was adapted to its specific format and setting while maintaining a cohesive visual system across the campaign, carrying the energy and cultural character of Baile Cangrejero from printed promotional pieces to the physical theater environment.