Creación de una campaña audiovisual interactiva “GAIA”, sobre la urbanización y medio ambiente para jóvenes de la ciudad de Quito

Abstract

This paper presents the design and execution of the interactive audiovisual campaign called “GAIA”, focused on the results of the impact of urbanization on the environment, aimed at the youth of Quito. In the first part, the conceptual framework of the proposal is developed, addressing visual communication, experimental short films, Gaia hypothesis, social ecology, urban ecology, environmental impacts in Quito and interactive audiovisual campaigns. In order to obtain data, a mixed methodology was used, using different research methods, both qualitative and quantitative techniques with the purpose of validating the proposal through the information collected directly from the target audience and designing the proposal through the development of the campaign. As a result, the creation of the campaign was divided into three phases: brand and corporate identity manual, website and the different stages of audiovisual production, which details the creative process and development of the entire audiovisual campaign. Finally, three conclusions of the multimedia product are presented, supported by the specific objectives detailed for the research, evaluating both the effectiveness of the proposal and its influence on the reflection and appropriation of the message by the young audience.