DG*
Challenge

How can we influence the city's youth to choose a paintbrush instead of a gun?

Strategy Summary

It was all about turning local creators into "rockstars", inspiring local heroes.

However, by 2008 most local creators were working in silos, which limited their creative potential and their exposure to communities, so the first part of the DG's mission was to impulse those connections and showcase the power of creativity through printed and digital magazines, public events, hosting art parties in abandoned mafia's houses, merch, PR, free art workshops in vulnerable suburbs and a giant urban mural gallery that involved every single local community in the creation process.

DG* led a co-creation movement in Medellin that has been growing exponentially since our very first event.

My Role

Founder and Creative Director

RutaN
Challenge

Shift the mindset of Medellin citizens from feeling "proud or left out" by the city's infamous reputation, and simultaneously motivate the change in those who used to apply their talent to illegal activities, to canalize these talents and ideas into positive entrepreneurial and cultural causes.

Strategy Summary

Medellinnovation. An ambitious City Council program that sparked the pride and sense of belonging by featuring young innovators as true local legends but also by providing an integrated innovation ecosystem with open co-creation spaces, mentoring, infrastructure and technology. Inviting everyone who had an idea to make it happen (and of course, DG* was there).

In 2012 Medellin, Colombia, was named as the Most Innovative City in the World.

Today, Medellin is a powerhouse of creativity and entrepreneurship in Latin America.

My Role

Creative Director