Desarrollo de una producción fotográfica de la cosmovisión andina mediante el maquillaje artístico

Abstract

This project develops a social media photography production focused on personifying elements of Andean cosmovision through artistic makeup. It emphasizes the importance of Indigenous cultures and their contributions to Latin American societies, reinterpreting their symbols and traditions in a modern and accessible way. Through digital platforms, it connects with a young university audience interested in art, culture, and identity, encouraging learning and reflection on the Andean legacy. The methodology follows Mike Simmons’ model and Design Sprint principles, structured in phases such as project justification, cultural research, conceptualization, production, editing, and evaluation. The target audience consists of university students aged 18 to 23 living in Cuenca who actively consume visual content on Instagram and TikTok. The ideation process involves researching cultural symbols, deities, and natural Andean elements to create makeup designs inspired by earth tones, gold, red, purple, green, and blue. Mood boards are developed to maintain aesthetic coherence across makeup, photography, and graphic design. The photography production features models aged 16 to 26, either Cañari or Cuenca residents, representing Andean symbols through expressive poses. Professional equipment, specialized lighting, and digital post-production are used to enhance visual quality. Additionally, short videos are produced to showcase the creative process and strengthen engagement on social media platforms. Media planning prioritizes Instagram for final images and TikTok for dynamic content, with regular posts explaining the meaning behind each symbol. Evaluation is carried out through engagement metrics and surveys to refine the strategy according to audience response.