Project Type
CONTENT SYSTEM · CREATIVE DIRECTION
ROLE
Strategy · Creative Direction · Content Planning · Production · Editing
A self-initiated project exploring how a coastal residence in Uruguay could move beyond traditional property content and build a distinctive visual presence around architecture, atmosphere and lifestyle.
A self-initiated content concept exploring how architecture, atmosphere and coastal living can become a consistent visual system.
Brief
Challenge
Solution
One visual world. Multiple ways to tell the story.
I structured the concept around five content territories: spaces, light, materials, coastal living and property details. Instead of treating every post as an isolated idea, the production system was designed to capture material that could be transformed across formats—from hero films and short-form video to photography, carousels and editorial compositions. Different pieces perform different roles, while the art direction keeps everything recognizably BRUMA.
RESULTS
Built to create content. Designed to be measured.
The system connects production with performance signals—from content output and watch time to inquiries and booking intent. The goal is not simply to publish more, but to understand what earns attention, what creates interest and what moves people closer to action.
Credits
Self-initiated project. Strategy, concept, creative direction, content system, production and editing by Pablo.
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