Maluma : Medallo en el Mapa

creative direction / experience design

produced at Fury

For Maluma’s “Medallo en el Mapa” concert, our team was entrusted with the mission of creating an experience that reflected the themes, aesthetics, and moods present in Maluma’s music and career. To achieve this, we designed a tailored Maluma universe inside Medellín’s Atanasio Girardot Stadium.

A traditional call phone, in an era where everyone uses smartphones, drew attention. As people approached it out of curiosity, they discovered it was actually playing a playlist of Maluma’s most beloved songs.

We transformed the stadium’s plain concrete walls into interactive sets where fans could take photos, grab digital goodies, and leave custom messages.

What was once dull waiting time before the concert turned into a fun experience that only built more excitement for the show ahead.

A blank wall with the title “Querido Medallo” and markers hanging beside it invited people to leave messages—whether to Maluma, to Medellín, or simply to express whatever they wanted.

Fans could scan QR codes placed around the stadium, which directed them to an Instagram filter that superimposed Maluma’s cutout face onto their own.
It was a playful digital gimmick that made fans laugh.

Previous

Osaki - Creative Direction
Next

Londo - Creative Direction