BuurtScène: street-born theatre, pop-up by design
ROLE
creative and art Director
format
skills
creative and Art direction end-to-end
year
2025
Direct commissionS
buurtscène
Background & MANIFESTO
"Buurt Scène" is a Belgian under-35 theatre company based in Brussels staging pop-up classics in squares, parks and bus stops. Short scenes, contemporary dress, minimal props and chance audiences.
“Théâtre pop-up. En plein air.” is the promise, cultural access beyond party monoculture.
The visual asset is an in-camera spotlight: a flash that cuts through urban noise and turns everyday places into stages.
AI Image Prompting & Craft
The creative thesis is simple: the flash decides what to see in a here-and-now moment. The result is nostalgic-now: millennial memory rendered with Gen Z legibility.
The visual language grows from night portraits shot, 35mm feel, a subtle glow/blur and a wide angle that lets the city breathe at the edges while the center lands like a stage cue.
Prompts are engineered in Midjourney and guided by a technical moodboard with consistent parameters to maintain cross-asset coherence.
symbolic imagery & intent
The project’s symbolic metaphors compress story into a single, shareable shot:
King Lear, a figure in a trench shouting into rain, signals authority stripped by natural forces.
Macbeth, red leather gloves, becomes a blood metaphor without effects. Hands form a crown fusing ambition and guilt in one gesture.
These shots aren’t plot illustrations; they’re shorthand for mood and meaning, designed to read in a second and linger much longer.
Visual Identity
A photography-first identity sets the tone. A pop-pastel palette plays against the flash-lit drama to boost recall and wayfinding.
Typography pairs Junito for play titles (editorial authority) with Switzer for body copy (digital sharpness). Assets are built per show and primarily in French for Brussels.
On specific materials custom and rough-stroke icons company each show’s assets as cues.
Identity in Every Scroll
Consistent show–color–icon coding across persistent social cycles drives immediate recognition and higher engagement. It standardizes the experience, clarifies hierarchy and anchors the brand in every scroll.
Accessibility-first contrast and iconography ensure clarity at a glance.
luca ( 👨🏼💻) in this project
Art & Creative Director
Concept development, visual identity, aesthetic consistency across OOH and digital activities.
AI Image Prompting
Midjourney prompt design, technical moodboard, consistent parameters (seed/lens/grain), final selection.
budget-led rollout
Working with a lean budget the campaign leads with a format-first idea and clear CTAs: take it to the street with OOH posters and city stickers, then echo the same energy on Instagram.
As the performances start a planned content capture unlocks phase two with video-first amplification with geotagged sightings that sustain discovery and build reach over time.
production notes
Shows and campaign kick off late Summer 2026, production ongoing.
Authorized for publication in a personal, non-sponsored portfolio. Dates/times are placeholders and will be updated via future official channels.