ATLAS | NETFLIX
Bringing Fiction Into Reality
For the Mexican launch of Netflix's Atlas, I led the creative conceptualization, spatial design, and overall art direction of a multi-format experience that brought the film's sci-fi universe into the physical world.
From a public premiere to five distinct press environments, the creative challenge was to build a cohesive visual language capable of adapting to different audiences, formats, and scales, while preserving the film's distinctive tension between nature, humanity, and technology.
The Premiere
Taking over the circular atrium of Toreo shopping mall, the premiere was designed as a public-facing experience that brought fans, influencers, media, and cast into the heart of the Atlas universe.
Taking over the circular atrium of Toreo shopping mall, the premiere was designed as a public-facing experience that brought fans, influencers, media, and cast into the heart of the Atlas universe.
The venue's architecture became the starting point for a circular stage and red carpet layout, conceived to maximize visibility, organize multiple audience flows, and integrate security requirements into the overall experience.
Inspired by the film's visual identity, the scenography combined earthy planetary landscapes, mechanical structures, and a full-scale recreation of its iconic robot.
Rather than creating a single backdrop, I developed a series of dedicated environments for different interactions and audiences. Media areas, influencer settings, fan spaces, photocalls, and broadcast positions each explored a different side of the film, combining natural textures, domestic references, industrial elements, and futuristic details.
The experience continued into the cinema with branded popcorn packaging and exclusive merchandise, extending the visual narrative into the screening itself.
Press junkets
For the film's press events, I designed five scenographic settings within a hotel, translating the Atlas universe into environments tailored to different communication formats.
The main press conference set echoed the premiere's planetary aesthetic, combining earthy surfaces, industrial debris, and a large-scale media backdrop. Two dedicated interview rooms offered distinct environments for one-on-one conversations with Jennifer Lopez and other cast members.
The remaining two settings formed a special brunch for influential women in Mexico, conceived as an alternative expression of the film's visual world.
An immersive foyer introduced guests to a collection of custom-designed luminous plants, inspired by the film's varied landscapes. Arid, icy, and pink-toned botanical forms created a surreal transition into the main event space. Inside, a floral-inspired scenography, stage design, and seating arrangement balanced softness and futuristic detailing, creating an environment that felt sophisticated and organic without losing its connection to science fiction.
The result was a collection of distinct but interconnected spaces, demonstrating how a single cinematic identity could evolve across formats, audiences, and experiences without repeating itself.
