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The lyrical show of Cow Events for the 150th Joselito’s birthday

The lyrical show of Cow Events for the 150th Joselito’s birthday

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And it could not be in another spot that in the impressive Teatro Real de Madrid. The premium brand of Iberian ham was a century and a half old and wanted to celebrate its anniversary with an event that unites the three dimensions that define the brand: premium quality, purely Spanish essence and, at the same time, international recognition. Cow Events adjusted the logistics and organization of the event between the production of the opera Fausto scheduled at the Teatro Real during that week.

Taking advantage of the grandeur of the Teatro Real, the agency conceptualized an event in which, as a lyrical representation with a show created for the brand, the triple dimension of Joselito was represented. From the script to the invitations of the anniversary, the event was developed as an artistic event in which three stars from different artistic fields came together to honor the brand. The bailaora Sara Baras, the Chinese pianist Haochen Zhang and the soprano Ainhoa Arteta respectively represented the Spanish essence, the international presence and the exclusivity of the Joselito products.

Together they developed a show, first individually and then together, sharing a living and changing scenario, in which the projections and special effects on the stage and background followed the music and movements of the artists. The operistic programme of the theater made difficult the rehearsals of the event and the scenographic effects, which led the agency to prepare it and rehearse it on some outside sets where the exact conditions of the Real were recreated.

In addition to the stage, all the enabled rooms of the theater were filled with projections, LED screens (more than 60), lighting and sound systems that recreated “windows” to the meadow where the pigs are raised. The hall’s own vault received a projection that in time-lapse became the sky of the Salamantino countryside. The audiovisual display also covered the exterior of the theater with a video-mapping that completely transformed the façade of the Teatro Real.

And as in all the operas, the backstage and the production team was formed by a staff of one hundred people who managed to assemble, dismantle and give life to this show for Joselito in just 24 hours, taking advantage of a gap of one day between the performance of Faust programme.

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